Improved player experience from William Hill

Promising possibilities in ‘if’ deal

Players at William Hill operations can expect a more focused attempt to improve their gambling experience in the near future following a new agreement signed this week by the online and land gambling group and the UK company ‘.

The agreement commissions the customer relationship management skills of ‘if’ to improve customer retention and increase player spend within William Hill's online gaming and bookmaking interests.

Initial plans are for a campaign launch in the summer in which the goal will be to "cross-sell" new William Hill players into other relevant areas of the business through the use of techniques like targeted direct mail.

The ‘if’ managing director, Christian James, says: "This work with William Hill is a fantastic opportunity for us as it is central to its core customer engagement and growth plans. CRM is a fast paced and ever evolving area that offers huge potential for businesses."

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