A blog post by Rebekah Jackson, Business Development Manager for Gaming
A frictionless customer journey is critical to the success of any online gaming operator.
Here are four steps to help you provide a positive customer experience, reduce abandonment and help to identify what is happening behind the scenes when a betting account is opened.
1. Enter address data with minimal keystrokes
Capturing accurate address data during the customer registration process is a vital part of the customer onboarding journey. And with the new UKGC regulations coming into existence at close of April, it's even more important to ensure data quality of addresses in your database is faultless.
If you don’t have clean and accurate address data at the registration stage, you run the risk of inaccurate address results and blocking users from your service, which can be extremely problematic.
Instead, by implementing a type-ahead address verification tool in registration forms, the amount of typing required of the customer is dramatically reduced, meaning they are able to speed through the data entry process, improving UX and reducing friction.
2. Capture and verify identity with minimal effort for the customer
The most common form of first-stage customer identification is via an electronic KYC (Know Your Customer) check. By referring to fixed data points, eKYC can identify that a customer is indeed who they say they are and of legal age to gamble or access online content, The second stage would be an AML level check using more data sets and PEP and Sanctions screening.
For your customers, this means simply entering their name, address and date of birth, then being validated (Pass/Refer/Fail), in less than a second.
This kind of check is quick, simple and non-intrusive, so is ideal from a customer experience perspective. It also meets regulation requirements globally.
3. Validate documents in seconds
Document validation is particularly effective either as a failover method for age and identity verification, or as a primary method in regions where robust consumer data is hard to come by.
In our view, document validation as a primary method of customer identification will become significantly more prevalent in the online gambling space over the coming years.
Speed is everything for your customers when registering for a betting account. When uploading an original copy of a government-issued photographic ID, an automated service like GBG IDscan will validate authenticity in seconds.
Through machine learning, algorithms allow automated document validation to be accurate, scalable and fast. Manual equivalents simply won't cut it moving forward.
4. Customer insight and ongoing monitoring
With AML (Anti-Money Laundering) obligations and changing regulatory requirements in the gaming sector, continually monitoring your customers is an important aspect to get right.
Ongoing monitoring can be as simple as running specified customer details against a data set designed to monitor those who are potentially politically exposed (PEPs) or sanctioned or those involved with money laundering, criminal activity, or even funding terrorism.
A person’s identity is more than just a name and address. Real value can be gained when using specialist data and software services, such as GBG Connexus, to take a more proactive and varied approach to investigate who your customers actually are, completely silently.
GBG Connexus can help you compliantly access over 1 billion data assets, to assess your customers’ offline, online, and credit information. This enables you to identify links between people, people to properties and people to businesses, to spot incidents of fraudulent activity.
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