6

point increase in NPS

250%

ROI per customer within 30 days of use

50%

customer adoption within three months of launch

Overview

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

Fast facts

Industry
Media & entertainment
Category
Product innovation
Use cases
Product Innovation
Integration
Concept testing
Iterative development
Key benefits
Authentic customer understanding
Agile insight
Customer-led innovation
Validated investments

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.

Solution

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

Learn how other companies are using Vision Critical's customer intelligence platform

Learn how you can support customer-led innovation to drive growth