Ben speaks with Luisa Fernanda Muñoz, Head of Customer Experience and CRM at Betfair, the world's largest online betting exchange. They discuss the need for human-to-human marketing, and how to build relationships with your customers based on their unique avatar — all while caring for them within the regulations of the gambling industry. They also talk about practices to stay top-of-mind with customers, how Betfair uses AI to suggest next actions, the challenges to CRM, and why you need to be selective with your data.
Topics discussed:
- Luisa's journey in marketing, from an engineering background, to managing service teams and loyalty programs at El Tiempo Casa Editorial and Samsung, to becoming Head of Customer Experience and CRM at Betfair.
- The current state of consumer marketing, and why more companies should be focused on retention and building relationships.
- How Luisa thinks about CRM, including understanding different avatars and building a journey for each one, and why the value offer is everything.
- How Betfair takes care of their customers by pushing content in a responsible way to stay in line with regulations.
- The biggest challenges to succeeding in CRM, like how to stay top-of-mind and to listen to your customers.
- How Betfair uses AI in their "betbots" to make next bet offers based on behavioral history.
- Advice for marketers on delivering what you promise, building relationships, and focusing on retention.
- How, in five years, consumer marketing will use more technology to create better relationships — but tech won't replace those relationships.