Tabcorp - Customer Experience

The Solution

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.

The Result

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.