Rossi McKee, a leading figure in the gaming industry, took centre stage at the SBC conference in Lisbon this week, participating in a discussion centred on the transformative power of omnichannel strategies in enhancing customer experience.
McKee emphasised the critical need for businesses to cultivate a unified and seamless customer journey across both digital and physical platforms.
She articulated how the integration of online and offline touchpoints is not only redefining customer engagement but also enhancing satisfaction within the gambling sector.
This holistic approach is essential for fostering loyalty and maintaining a competitive edge in a rapidly evolving market.
“The future of customer experience is omnichannel,” McKee asserted during her remarks. “Our customers expect seamless interactions with our brand, whether they engage with us online or in our physical locations.
"By harnessing data, cutting-edge technology and tailored personalisation within our omnichannel strategies, we can deliver a consistent, high-quality experience that keeps customers engaged and encourages repeat patronage.”
McKee also delved into the crucial role of artificial intelligence in shaping these omnichannel experiences. She explained how AI can analyse vast amounts of customer data to identify patterns and preferences, allowing businesses to tailor their offerings in real-time.
“AI empowers us to anticipate customer needs, providing personalised recommendations that enhance engagement. By integrating AI into our omnichannel frameworks, we can not only improve customer satisfaction but also optimise operational efficiency,” she said.
Furthermore, she highlighted the necessity of aligning omnichannel strategies with the evolving landscape of industry regulations.
“It’s essential that while we strive for seamless customer experiences, we also adhere to the highest standards of compliance and responsible gaming practices. Balancing innovation with accountability is key to sustaining trust in our brand.”
