Tabcorp engaged Komosion to better understand the current Customer wagering journeys and identify key gaps and opportunities in the customer service offering across their digital channels and in their 4,500 TAB outlets, pubs and clubs in Victoria, NSW and Queensland.
Our approach to this challenge involved identifying five key segments and mapping the customer journey of each of these segments identifying needs, triggers, pleasure and pain points.
We identified that the segments varied by value, motivation and ‘main’ channel and frequency however all segments were found to utilise a multiple of channels.
We identified a suite of three unique ‘occasion- based’ segments, each with a unique set of needs, motivations and emotional triggers. These were; Known Transaction, Individual Leisure and Social Experience.
A series of ‘quick-wins’ and a roadmap of strategic recommendations were delivered to the client for each of the ‘occasion based’ segments including an overhaul of the design of the physical TAB outlets to either reflect a quick transaction style (ATM style experience) to a relaxing café environment suited to the Social Experience segment.