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SAS helps Victor Chandler provide a more personalised service

Victor Chandler, one of the world’s leading betting and gaming companies, has implemented SAS® Marketing Automation software to improve its customer service and increase customer loyalty through a more personalised service, whilst remaining true to its values of responsibility, honesty and integrity.

SAS, the leader in business intelligence and analytics helps Victor Chandler identify and individually connect with new customers and retain existing ones. Using SAS, the company executes campaigns aimed at the individual, where highly targeted rewards are offered, based on the customer’s individual preferences, reinforcing the company’s brand promise of a more personalised service.

Company chairman Victor Chandler, a respected icon in the British bookmaking industry, states: “With over 90 percent of our business online and the sheer number of our customers, it can be difficult to develop and maintain personal relationships. It is therefore imperative that we are able to understand and connect with each and every customer and be able to serve them as best as we can. SAS gives us the intelligence to do just that.”

SAS’ complete marketing solution, which provides a more analytical approach to marketing initiatives, helps Victor Chandler understand customer behaviour, preferences and betting patterns. The SAS solution uses this intelligence to run automated and tailored marketing campaigns that enable Victor Chandler to improve its customer service to individual customers.

SAS also enables Victor Chandler to discover vital trends in its business performance. With the right information delivered to all levels of the business, the company continually monitors organisational performance to make faster and better fact-based decisions.

Ian Manocha, Managing Director at SAS UK adds: “The online gaming industry is increasingly competitive. It is vital that gaming companies remain responsible, efficient, and customer driven, whilst retaining a notoriously fickle customer-base. SAS enables Victor Chandler to truly understand how its customers interact with the company, leading to the most effective marketing possible.”

SAS recently expanded its footprint in hospitality and entertainment in which gaming plays a core role, by acquiring IDeaS Revenue Optimisation and forming a new Profit Optimisation Global Practice. The practice is led by Steve Pinchuk, who brings with him years of experience in the gaming market. Formerly Corporate Vice President of Revenue Management and Distribution at Harrah’s, Pinchuk worked to integrate Harrah’s first revenue management systems and practices with their world-renowned customer relationship programmes.