A safe bet for Ladbrokes

Ladbrokes runs a very successful Reward card programme called “Odds On” which has proved to be hugely popular with their customers. As part of this programme, customers can earn points with each bet they place that in turn can then be redeemed for free bets or bonus vouchers. Central to the smooth running of the programme is ensuring that the information held on their customers is accurate and up to date.

The Rewards card can be obtained from any of Ladbrokes’ 2100 betting shops throughout the UK simply by completing a registration form, with the customers’ details being entered directly into a central system by staff in each shop. The information from the Rewards card is used in two important ways: firstly, it allows customers to redeem the points that they have earned; and, secondly, it is also integrated into Ladbrokes’ ongoing marketing programme, with one part of the form confirming that permission has been granted by the customers for this marketing activity to take place. On both accounts, it was crucial that the information stored in Ladbrokes’ central database correctly reflected that on the original form.

For this reason, Ladbrokes needed a way to double check and verify the details that had been entered in their shops. Due to their established relationship with Preview Services, Ladbrokes knew that they were the ideal partner to help in this. Specifically, Preview were able to collect batches of registration forms which were then scanned and the information captured and recorded in electronic form. This was then compared to the information already held on their database, allowing Ladbrokes to check both the validity and accuracy of that data.

In doing so, they were also able to confirm the registration details including the customer’s name, date of birth, email address and postal address as well as ensure that permission had been given to send them the latest offers and promotions and to update their points balance. Of course, it also gave the customer the added security that they could still retain and redeem their points even if they misplaced their Rewards card.
 
As Mark Murphy at Ladbrokes confirmed, “It is important to maintain the contact between our customers and staff, but it is also necessary to ensure there is a way to verify the accuracy of the information that we hold. This is key for all the services we offer and the work that we are doing for our customers. Working with Preview on this has allowed us to achieve both.”

Going forward Ladbrokes has also chosen Preview Services to complete the data capture of some 100,000 registration forms for their Grab a Grand competition, so clearly the process is working well and Ladbrokes is proving proactive in all their customer relations activity.