swisslos uses shortcuts to stimulate 12% increase in deposits - olivier perruchoud, swisslos at...

Swisslos @ FrosmoX16


How to increase profitability through a better customer experience


Agenda

1. Company Overview 2. Challenge 3. Solution 4. Results


1. Company Overview

Swisslos is the official lottery association for the German and Italian speaking area of Switzerland and the principality of Liechtenstein.

Swisslos is a cooperative. The members of the cooperative are all the cantons of the German and Italian speaking area of Switzerland.

Headoffice in Basel, Switzerland

210 employees


1. Company Overview

Distribution: 6‘000 POS and www.swisslos.ch

etc.

Lottos Instant tickets Sports betting Entertainment

Minigames

http://www.swisslos.ch/swisslotto/home.do

http://www.swisslos.ch/sporttip/home.do

http://www.swisslos.ch/euromillions/home.do

http://www.swisslos.ch/totogoal/home.do

http://www.swisslos.ch/subito/home.do


1. Company Overview

Net profit in 2015: 320 Million EUR, 13% online Net profit is given entirely to the Cantons. The Cantons then support around 12‘000 projects per year with a social, ecological, sport or cultural scope.

0,060,08

0,310,55

Gains for customersNet profit (for good causes)CommissionOperating costs

-.55

-.31

-.08

-.06

1.00


2. Challenge

Assumption: People register to play our games and therefore you will need money on your Swisslos account.

Facts: The first payment is important as is starts the customer journey. We have a lot of successful registrations who never made a single payment.

Question: Can we increase the number of registrations with a payment on the same day?


2. Challenge

Registration, no payment

Registration, payment, same day

Registration, payment, later

0% 15% 30% 45% 60%

8%

52%

40%

Before


3. The solution

We modified together with Frosmo the registration process on our website: We added a short cut so the first time user doesn’t need to search for the payment site.


3. Solution

1 2 3 4 5 6 7 8 9

Registration Payment

9


3. Results

Registration, no payment

Registration, payment, same day

Registration, payment, later

0% 18% 35% 53% 70%

8%

52%

40%

10%

62%

28%

After Before

12%

10%

2%


4. Results

Registration with payment on the same day increased by 10% and so we could increase our profitability.

We have less registration with no payment (-12%) and more with a payment (10%). Payment seems to be easier and hence the customer experience better.

Aligning customer experience and company goals makes both parties a winner!

And now?


4. Results

The average amount of the first payment is still the same – around EUR 58. Can we change this?

A: 30 / 100 / 200 B: 50 / 100 / 200 C: 80 / 150 / 200 D: 100 / 200 / 300


Thank you for your attention.

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