程阳：Key Lottery Performance Indicator

   We all have needs – personal and professional, and if these needs are not recognized or appreciated, our behaviour will change and any relationship around us might be greatly impacted. Successful businesses have long decided that listening to their customers and knowing how to answer their needs will give them an edge on competition, allow them to grow and create value for both groups. More than ever, due to the advances of the digital and mobile technology, the Lottery industry faces harsh competition. Borders are falling thanks to the Internet, new legitimized game operators are allowed to compete against state-sponsored organizations, and players can access games anywhere, anytime.    

 Lotteries must become the best in their field in order to remain attractive. To do so, they have to constantly upgrade their products and services, and rethink their management tools. And most of all, they must care about their relationship with players. Games marketers, operators and websites – more or less honest – solicit regularly lottery players, and it can be a daunting task for the consumer to verify the legitimacy of these offers and an up-hill battle to resist the captivating messages. This is where Lotteries can perform best: Players want to be appreciated, consulted and most of all informed. As a legitimate organization whose mission is to collect funds for good causes and the community, a Lottery can easily have the upper hand on convincing players of their honest, transparent and secure game offers. Reaching for consumers on all communication channels, they can create a collaborative environment between them and their players: The Lottery listens and innovates according to the information gained from players and the players are satisfied and respond by becoming loyal customers.    

 Establishing a perfect formula to know players’ preferences and anticipate changing behaviours is impossible. Communication must be multidirectional in order to be most effective because what motivates a player one day might change the next day. Therefore, the inter-action between Lottery staff, retailers and players is key to success, and an  open communication framework helps each group to better communicate. The other approach is to constantly monitor consumer’s behaviour through market research, studies, regular information exchange and the use of all communication channels.    

 Eesti Loto in Estonia has known that fact for a while and to answer the ever shifting behaviour of players, they already provide games on mobile devices and are getting ready to launch a new website as well as gaming opportunities on smart-phones. They are also looking at the popular social networking sites to communicate their message of safe and entertaining games. Israel Sports Betting Board in Israel combines physical and informational access to spur a greater flow of information. Their POS have been entirely redesigned to present a modern, dynamic and friendly environment where players can be entertained, while being made aware of the organization’s mission and ethics commitment.    

 Customer relation strategy is an essential tool for a lottery’s performance and most organizations base their business operations and new product development on in-depth customer understanding.    

 Veikkaus Oy in Finland has been using this approach for years, knowing that their success depends on meeting or surpassing players’ expectations. They keep in touch with customers any way they can: Internet, social media networks, SMS, e-mails as well as promotional and information brochures offered at POS. They have designed a Customer Loyalty Programme as part of a variety of tangible benefits presented to players, which can give them access to VIP trips to sporting events, concert tickets or free admission to museums for example. Direct feedback from players is the perfect guideline to rethink a new game or develop activities that will enhance customers’ gaming experience in the future. At National Lottery Ireland, the regular tracking of player’s behaviour, new trends, spending patterns as well as non-player attitudes towards the National Lottery is a necessary step not only to improve communication with customers but also the quality of the Lottery products and services. As with other  lotteries, National Lottery Ireland also considers its staff and retailers’ comments before launching new games.    

 To achieve the best communication, quality service is in the forefront. In Hungary, Szerencsejáték Zrt. Lottery makes sure that the flow of information is fast and precise. Any complaint is answered quickly and accurately. General information and play availability is made possible through a palette of access tools: Internet, SMS, Call Centres, E-players’ cards in addition to regular POS. All Lotteries are committed to responsible gaming and have put in place many services to help their players. In Hungary, Szerencsejáték Zrt. Lottery has a direct relationship with the Medical Strategic Research Centre where players can access information on game dependency and help lines. The one goal that all Lotteries strive to achieve is to retain a players loyalty. This is why Lotteries must have a fully transparent operation and constantly explain the social aim of their profits and their commitment to a safe and responsible game experience. Loteria de Catalunya in Spain has set up all its communication tools to add value to its products and its brand and keep players coming back. Every partner is involved: Retailers, staff and players to make sure that playing remains a safe and entertaining practice.    

 In this issue, Lotteries describe the many different information channels they use to open up to players. By engaging customers to communicate and participate in the development of new products, Lotteries can present more satisfying games and services. The equation is simple: A better understanding of their players’ needs equals a broader reach of players, a more cohesive relationship between the two groups and in the end better security for players and strong market advantage for lotteries. A good and regular communication transforms a traditional business into a more cooperative framework - a winning solution for all.