How TAB uses insight to maintain leadership in a dynamic industry

6 point increase in NPS

250% ROI per customer within 30 days of use

50% customer adoption within three months of launch


TAB, Tabcorp’s market leading wagering brand, leverages its online community, TABTALK, to ensure customer needs and feedback lie at the heart of innovation.

Fast Facts


Lottery & Gaming


Product Managers

Use case:

Product innovation

Business Outcome:

Improve customer satisfaction

Accelerate innovation

Drive revenue growth

De-risk decisions

Business Challenge

TAB continues to face intensive competition with corporate bookmakers fighting for market share. In order to retain its position as a market leader, TAB needed to ensure its products and services continuously deliver value to customers.


With multiple betting providers offering competitive odds across a wide range of racing and sports markets, TABTALK members highlighted a potential product opportunity to increase share of wallet for TAB customers.

Utilising the TABTALK community across all stages of the development cycle, TAB delivered a powerful digital innovation that gives customers a chance to increase their winnings. The product saw 50 percent customer adoption within 3 months of launch, with an even higher 80% among TABTALK members; additionally delivering an average 250 percent return on investment per customer within their first 30 days of use (excluding product build costs).

6 point increase in NPS

250% ROI per customer within 30 days of use

50% customer adoption within three months of launch

Vision Critical has been with us from early pioneering to evolving and increasing in value to the business and relevance. TABTALK has helped us to drive the customer centricity agenda.

-Kasia Witon-Wanstall, GM Corporate Brand and Insight, Tabcorp

With many internal teams leveraging the community, TABTALK is well known as a rich source of customer perspectives, attitudes and behaviours. The goal of the Customer Insights team at TAB is to bridge the gap between decision makers and our customers, and TABTALK helps us achieve this.

-Tom Lobban, Insights and Research Manager, Tabcorp

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