Big Data, Big Heart – You can’t sell anything without feelings

For all of our focus on digitalization, let’s not forget the purpose is to connect with a real live person.


By Johanna Kozul, Head of Sponsorship, Veikkaus Oy

“You can’t sell anything without feeling”, said our former Executive Vice President, current CEO Mr Olli Sarekoski, as we were interviewing him for our sponsorship strategy five years ago. This was slightly surprising, as Veikkaus was a company that was strongly product and technology focused. However, Veikkaus was already beginning to focus more and more on its most valuable asset: the customer. In that respect the meaning of the comment was clear.

Finland is one of the most digitalized countries in the world. We have long been forerunners in terms of the number of smart phones per capita, currently reaching up to 90% in the group of people under 25. With the strongest growth coming from the mobile channel, Veikkaus clearly must focus on digital services.  The service has to be excellent, responsive, lean and fast, because a mobile user’s patience is only a few seconds at a time, and their expectations are high.

But we have not forgotten that behind all this digitalization is always a person, a customer, who seeks content that they find interesting and that speaks to them personally. Digitalization has helped us to gather huge amounts of data and precise information about our customers. By learning to know our customers and their interests thoroughly, our business and customer intelligence enables us to clarify our messaging for more narrowly defined customer segments. With the help of segmentation, we are able deliver content that affects the customers emotionally exactly where their interests lie. It is not insignificant for us which company the customers choose – we want them to choose us!  Therefore we use customer data to offer content that matters to them and is authentic to us.

Authenticity lies in the very DNA of Veikkaus. We give all our proceeds, around 1 billion euros a year, to the good causes: to sports, art, youth and family work, equestrian sports, science, general health and welfare as well as mental health organizations, and many more. It is important for us to tell every Finn where the proceeds go because that differentiates us from other gaming companies and affects how a large number of people see us. We used to focus on communicating the amount of support we give to society but, as we made our view more customer-centred, we also changed our way of communicating. We chose to tell smaller stories, success stories, human-sized stories, and local stories that are more understandable and appeal to emotions more than data about what large sums of money go to beneficiaries.

As we have only chosen sponsorship partners that represent our beneficiaries, we can tell real stories with their help. We have received the best results by delivering the messages through “a local 360 approach”, where we tell local beneficiary stories through multiple channels locally. We use our partners’ examples and deliver the targeted message using our customer database, our channels, as well as the partners’ channels and databases to reach the right audience.

At the same time, we want to thank our customers, as they are the ones that make all this good happen in our society. With our sponsorship partners, we put great effort into our customer loyalty program in order to offer remarkable benefits to our loyal customers. We have negotiated excellent ticket deals and experiences that money cannot buy, as well as access to events where our partners bring deeper insights to the customers, and made even more relevant with the help of celebrity guests. All this is only made available through our webstore, in order to guide the customers to the webstore and raise the number of registered players.

The benefits of our loyalty program are sought and negotiated based on the needs of the different customer segments and marketed on the basis of the customer data. The beneficiary stories, as well as the benefits of our customer loyalty program, are part of our own content for marketing through a large variety of channels. We market the content on channels ranging from TV, digital and newspapers to websites, our own and our partners’ social media, as well as events, not forgetting our own CRM and our gamified version of the customer loyalty programme. Currently we are testing the beta version of our Pokémon-Go-like gamification application “Veikkaus Checkpoint”, which will be published along with the benefits to the loyal customers in our mobile webstore app next summer.

Our mission is to offer our customers a touching point to the very soul of Veikkaus. We want them to experience the great opportunities they themselves make possible while playing Veikkaus games. By doing this we want to appeal to the customers to listen and be open to all the messages the company has to share. We want to avoid indifference, as our mission is to channel playing towards Veikkaus’ games.  We do all this because we can’t sell anything without feeling.

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Synopsis

Français
Big Data, Big Heart (grand cœur) – Vous ne vendrez rien sans émotion. Johanna Kozul, responsable sponsoring, Veikkaus Oy.   La Finlande est l’un des pays les plus numériques au monde. Nous avons longtemps été précurseurs en termes de nombre de smartphones par habitant, atteignant actuellement jusqu’à 90 % dans le groupe des personnes âgées de moins de 25 ans. Avec la plus forte croissance issue du canal mobile, Veikkaus doit clairement se concentrer sur les services numériques. Le service doit être excellent, réactif, léger et rapide, car un utilisateur mobile ne fait preuve que de quelques secondes de patience à la fois et ses attentes sont élevées. Mais nous n’avons pas oublié que, derrière l’arsenal numérique, se trouve toujours une personne, un client qui cherche du contenu qu’il trouve intéressant et qui lui parle personnellement. La numérisation nous a permis de recueillir d’énormes quantités de données et des informations précises sur nos clients. En apprenant à connaître à fond nos clients et leurs intérêts, notre informatique décisionnelle et nos informations clients nous permettent de clarifier nos messages pour des segments de clientèle plus étroitement définis. Avec l’aide de la segmentation, nous sommes en mesure de livrer le contenu qui touche les clients émotionnellement, précisément là où se situent leurs centres d’intérêts. Le choix que font les clients d’une entreprise plutôt qu’une autre n’est pas négligeable pour nous ; nous voulons qu’ils nous choisissent ! Par conséquent, nous utilisons les données clients pour proposer des contenus qui importent pour eux et qui nous correspondent. L’authenticité réside dans l’ADN même de Veikkaus. Notre mission est de permettre à nos clients d’atteindre l’âme même de Veikkaus. Nous voulons qu’ils fassent l’expérience de toutes les belles opportunités qu’ils rendent eux-mêmes possibles en jouant à des jeux Veikkaus. Tout en faisant cela, nous voulons que les clients écoutent et soient ouverts à tous les messages que l’entreprise veut partager. Nous voulons éviter l’indifférence, car notre mission est d’orienter le jeu vers les jeux Veikkaus. Nous faisons tout cela parce que nous ne pouvons rien vendre sans émotion.
Español
Big Data, Gran Corazón: no se puede vender sin sentimientos Johanna Kozul, Directora de patrocinio, Veikkaus Oy   Finlandia es uno de los países más digitalizados del mundo. Llevamos mucho tiempo liderando las estadísticas relativas al número de smartphones por habitante, que en la actualidad llega al 90 % en el grupo de menores de 25 años. Ya que el crecimiento más marcado procede del canal móvil, está claro que Veikkaus debe centrarse en los servicios digitales. El servicio tiene que ser excelente, receptivo, ligero y rápido, ya que la paciencia de un usuario móvil no dura más que unos segundos en cada sesión, y sus expectativas son bastante altas. Pero no hemos olvidado que, detrás de esta digitalización, siempre es una persona, un cliente, la que busca contenido de su interés y que le comunique algo. La digitalización nos ha ayudado a reunir grandes cantidades de datos e información precisa acerca de nuestros clientes. Al aprender a conocer a fondo a nuestros clientes y sus intereses, la inteligencia comercial y relativa al cliente nos permite introducir mensajes más claros para segmentos de clientes mejor definidos. Con la ayuda de la segmentación, somos capaces de ofrecer contenido que conmueve a los clientes apelando a las emociones conectadas con sus intereses. La elección de la empresa que realizan los clientes no nos resulta indiferente: ¡queremos que nos elijan a nosotros! Por lo tanto, utilizamos los datos del cliente para ofrecer contenido que sea importante para ellos y auténtico para nosotros. La autenticidad es parte del ADN de Veikkaus. Nuestra misión es ofrecer a nuestros clientes la forma de tocar el alma de Veikkaus. Queremos que experimenten las grandes oportunidades que ellos mismos propician cuando participan en los juegos de Veikkaus. Con ello deseamos exhortar a los clientes a escuchar y estar abiertos a todos los mensajes que la empresa tiene que compartir. Deseamos evitar la indiferencia, ya que nuestra misión es conducir a los jugadores hacia los juegos de Veikkaus. Todo esto lo hacemos porque no podemos vender nada sin sentimientos.
Deutsch
Big Data, Big Heart – Ohne Gefühle lässt sich nichts verkaufen. Johanna Kozul, Head of Sponsorship, Veikkaus Oy.   Finnland ist eines der am meisten digitalisierten Länder auf der Welt. Wir waren lange Zeit Vorläufer in Bezug auf die Anzahl der Smartphones pro Kopf, die derzeit bei bis zu 90 % in der Gruppe der Personen unter 25 Jahren liegt. Mit dem stärksten Wachstum im Mobilbereich muss sich Veikkaus klar auf digitale Dienste konzentrieren. Der Service muss hervorragend, ansprechend, schlank und schnell sein, denn die Geduld eines mobilen Benutzers reicht heutzutage nur ein paar Sekunden, und seine Erwartungen sind hoch. Aber wir haben nicht vergessen, dass hinter all dieser Digitalisierung immer ein Mensch steht, ein Kunde, der den Inhalt sucht, den er interessant findet und der ihn persönlich anspricht. Die Digitalisierung hat uns geholfen, riesige Datenmengen und genaue Informationen über unsere Kunden zu sammeln. Indem wir lernen, unsere Kunden und ihre Interessen gründlich zu verstehen, kann unsere Geschäfts- und Kundenintelligenz unsere Botschaften für eindeutigere Kundensegmente definieren. Mit Hilfe der Segmentierung können wir Inhalte liefern, die die Kunden emotional genau dort beeinflussen, wo ihre Interessen liegen. Es ist nicht unbedeutend für uns, welches Unternehmen die Kunden wählen – denn wir wollen, dass sie uns wählen! Deshalb verwenden wir Kundendaten, um Inhalte anzubieten, die für sie wichtig und für uns verbindlich sind. Die Authentizität liegt in der DNA von Veikkaus. Unsere Mission ist es, unseren Kunden einen Berührungspunkt für die Seele von Veikkaus zu bieten. Wir wollen, dass sie die großen Chancen erleben, die sie selbst beim Spielen von Veikkaus-Spielen erfahren. Auf diese Weise wollen wir an die Kunden appellieren, uns Gehör zu schenken und offen zu sein für alle Nachrichten, die das Unternehmen mitzuteilen hat. Wir wollen Gleichgültigkeit vermeiden, denn unsere Mission ist es, das Spielen auf Veikkaus-Spiele zu lenken. Das alles tun wir, weil wir ohne Gefühl nichts verkaufen können.

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