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Xtremepush descended onto the show floor at SBC Summit Lisbon to sing the praises of its One Solution CRM marketing solution.
Speaking to Callum Williams, Senior Journalist for Payment Expert, the company’s Co-founder and CEO, Tommy Kearns, explained that the ambition of One Solution is to create “human-level personalisation” at scale.
“One Solution is being able to login to a platform and unify your entire data and ingest your data in real-time and create a single customer view, [whether you are] bricks and mortar and online, or just online” he explained.
“Then you are able to intelligently automate the execution of those campaigns, be it SMS, email, push notifications or on-site. But it’s doing that at a human level of personalisation.”
Focusing on the return on investment for operators, Kearns also spoke about the process that Xtremepush goes through when introducing operators to One Solution.
He said: “We start at what their business is. Then we look at the ROI and fit the CRM solution and the use cases of the CRM solution around that. We have experts who are able to get into a room with operators and actually understand their real challenges and go ‘yes, here is a piece of CRM that would work for you.
“What we see is a significant uplift in player days, in lifetime value and we have that against control groups and can prove that to our customers.”
Also present was Morten Tonnesen, Chief Growth Officer at Xtremepush, and he detailed how AI, a key theme throughout SBC Summit Lisbon, can be used to help operators using One Solution enhance personalisation.
He said: “[AI] is optimising the activities towards consumers so that they’re more what you want to do at any given time with less need for the size control group and everything else. Right now, individuals construct a journey for a group of customers but we believe that in the future it will be AI that constructs that journey and selects the group.
“It will go to not even having a group, but having individuals. Each individual customer is treated in a different manner with infinite possibilities of bonusing, communications, gamification and everything else.
“This means that you would want a box that you trust to deliver where the AI drives a significant part of the business and can do it more efficiently and orderly than human beings.”
Both Tonnesen and Kearns warned that such an AI solution would need “guardrails” and also monitoring to ensure that it is working effectively.
To hear Kearns and Tonnesen detail more about Xtremepush’s One Solution and its plans for the future, click HERE to watch the full video.
