Report from the EL Innovation Methodology Workshop

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Fourteen lotteries and three industry suppliers gathered in Vienna last week at the European Lotteries Innovation Methodology Workshop to challenge and improve their Customer Experience processes.

Hosted by Österreichische Lotterien (Austrian Lotteries), and facilitated by their expert third party CX Agentur, the event examined new tools and methods to improve players’ User Experiences and their overall Customer Experience of lottery brands. Three lotteries shared their insights and progress in integrating Customer Experience in their organizations. The group heard how Française des Jeux had discovered a growing inequality between their value proposition and player expectations and had decided to adapt their whole organization to focus on customer experience. Camelot UK Lotteries shared their player-centric strategy to reclaim the role of The National Lottery in UK national life, and Win2Day also shared their process to move from being product-centered to customer-centered.

This workshop demonstrates that the lottery industry is aware we are living in an Experience Economy, in which consumers care more about exceptional interactions with brands than about the products themselves. As Forbes magazine comments, “…it doesn’t matter how good your product or service is — the experience you provide for your customers ultimately defines the heart and soul of your brand.1

I believe that this is a critical step forward in the lottery industry’s quest to modernize and be relevant to tomorrow’s players.

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