General Information About
CRM Department
VBET’s CRM Department is structured into several specialized units, each responsible for a unique part of the customer lifecycle. These teams operate together to support customer onboarding, engagement, retention, reactivation, personalized VIP service, and promo execution.
Meet Our Team
Arpine Gljyan
Head of CRM
......
Mariam Vahanyan
Communication Team Lead
......
Rima Hovhannisyan
Setup Team Lead
......
Sergey Simonyan
Strategy, Performance Unit & Incident Team Lead
......
Meri Sargsyan
Promo & Performance Analytics Team Lead
......
CRM Department
CRM units are `
1. Communication Unit
2. Setup / Implementation
3. Strategy & Performance Unit
4. Incident Unit
5. Promo & Performance Analytics
1. CRM Communication Unit – Strategy
Core Responsibilities: Create branded email/SMS/push and in-site templates; adapt tone for each region and regulatory environment; maintain message libraries and communication standards; prepare multi-language versions.
Strategy & Focus Areas: Brand-first visual and tone consistency; scalable template system for fast deployment; robust QA for accuracy; localization for specific markets; personalization rules with dynamic tags and segment-based content.
- Note: Optimize sending times and personalization. Implement send-time optimization or A/B tests on send times to reach players when they are most active. Personalize content with clear, relevant CTAs (Call to Action) – for example, emails with a single, well-defined CTA and personalized buttons. Aim for benchmark open rates above ~30% and CTRs (Click through rate) above 2% (TBD) by iteratively testing subject lines and content.
- Note: Expand automation of routine campaigns. For example, set up triggered welcome or birthday messages using dynamic templates. Automate reminders for key events and sync across channels (email/SMS/push, in-site). Research shows combining channels increases impact – for instance, following an unopened email with an SMS reminder can significantly raise reactivation conversions. Automating these flows reduces manual workload and ensures timely communication.
2. CRM Setup / Implementation Unit – Strategy
Mission: Build and execute customer journeys and campaigns based on CRM strategy, marketing, product and regional requirements.
Core Responsibilities: Configure automated journeys and promo logic; implement CRM strategy and marketing requests; QA test campaigns; maintain campaign calendar; monitor targeting and delivery.
Strategy & Focus Areas: High technical precision in segmentation, triggers, and exclusions; maximize automation to minimize ad-hoc work; integrate closely with Strategy, Region, and Marketing; enforce strict QA and documentation for every campaign.
- Note: Increase use of rule-based automation. Implement triggers that respond to player behavior or risk scores. Aim to convert one-off campaigns into reusable journey templates (welcome series, reactivation flows, VIP tier upgrades (VIP unit requests)). Where possible, push to have ≥80–90% of campaigns fully automated rather than manual sends.
- Note: Leverage A/B testing within journey configurations. For example, run simultaneous flows that vary one factor (such as delay length or bonus size) to see which yields higher reactivation or deposit rates. Use a structured approach (test one variable at a time and measure against current baseline). Track key metrics (open, click, activation) for each flow and iterate to improve efficiency aligned with Promo & Performance team.
- Note: Automate monitoring and alerts. Set up dashboards or alerts for delivery issues (e.g. bounce spikes or low deliverability) so the team can react immediately. Maintain a list of common failure modes and auto-notifications. This ensures high reliability of execution and quick fixes when problems arise.
3. CRM Strategy & Performance Unit – Strategy
Mission: Design and optimize retention, onboarding aligned with product, region and marketing, and reactivation strategies; craft private promotions; identify gaps in public promos to cover them via privates; manage bonuses and regional retention KPIs.
Core Responsibilities: Develop segmented retention/reactivation plans; structure private promotions; gap analysis of public promos; lead A/B test planning; analyze segment profitability and bonus sensitivity; set bonus ratio policies; monitor CRM KPIs; coordinate with regional teams.
Strategy & Focus Areas: Data-driven, segment-driven planning; gap-based calendar planning; expanding automation based on behavior; continuous A/B optimization; focus on reducing churn and boosting LTV.
- Note: Enhance segmentation and targeting with predictive analytics. Use RFM (Recency, Frequency, and Monetary) or churn models to identify segments like “churn risk” Tailor campaigns per segment – for example, send personalized slot-game bonuses to frequent slot players.
- Note: Embed structured A/B testing in bonus offers and reactivation tactics. For any new promotion, define a control group or split sample to measure true incremental lift. Set clear hypotheses and track against benchmarks. Use industry benchmarks to gauge success: for instance, aim for 10% reactivation within 30 days when launching win-back emails. Adjust strategies based on results.
- Note: Broaden personalization of promos. Incorporate individual preferences and VIP status into offers (e.g., VIP-specific tournaments or tailored cashback rates, aligned with VIP department). Remember that VIP and loyalty programs are crucial: tiered loyalty rewards and personalized VIP perks significantly boost retention and spend.
- Note: Formalize private promotion rules. Define clear bonus ceilings and ROI targets per segment. Monitor incremental NGR closely – for example, require each private promo to meet a minimum ROI threshold. Regularly review campaign performance (preferably via dashboards) and adjust bonus policies regionally. Ensure cross-team coordination
4. CRM Incident Unit – Strategy
Mission: Provide 24/7 support for any CRM issues or player requests, as well as player goodwill requests, ensuring promos deliver correctly and resolving bonus errors swiftly.
Core Responsibilities: Handle player bonus requests per guidelines; monitor/fix failed promotions; report bugs to CRM Setup/Strategy/ Product/Region; collaborate with risk teams during system disruptions while maintaining consistent service quality.
Strategy & Focus Areas: Zero-error delivery; rapid response to incidents; full transparency (document root causes and resolutions); strict alignment with risk and regional compliance.
- Note: Implement proactive monitoring and alerting. Use automated dashboards or scripts to flag anomalies (to have it soon). Early detection allows immediate action and minimizes player impact. Classify and log incidents by type for trend analysis, as regular incident management generates data to prevent future issues.
- Note: Maintain a comprehensive incident knowledge base. After each issue, document root cause, resolution steps, and any compensations given. Review this repository quarterly to identify recurring problems and close the loop. A culture of “prevent repeat incidents” improves system reliability over time.
5. CRM Promo & Performance Analytics Unit – Strategy
Mission: Drive data-led decision-making by analyzing player behavior and promo performance across segments and time; provide actionable insights before, during, and after campaigns. Provide data-driven recommendations and a clear conclusion on the promo’s effectiveness.
Core Responsibilities: Segment-based behavior analysis; promo ROI and GGR/NGR measurement; track lifecycle metrics (behavior before/during/after promo); build dashboards and reports; advise on promo improvements.
Strategy & Focus Areas: Focus on promo profitability (identify sustainable “main promos”); derive psychological and bonus-sensitivity insights from data; support cross-functional strategy; forecast retention and churn trends weekly.
- Note: Incorporate control groups and benchmarks in campaign analysis. For each new promo, hold out a small control sample to measure net lift. Use industry benchmarks to set targets (e.g. aim for CTR >2% and open rates above 30%). Compare performance across channels and segments to spot winners.
- Note: Build dynamic dashboards for real-time monitoring. Consolidate key CRM KPIs (open/click rates, deposit conversions, churn rates, bonus ROI) by segment in one dashboard. This transparency (across units) accelerates decision-making.
- Note: Analyze lifecycle and cohort metrics regularly. Track user cohorts by join date or segment through the funnel (e.g., from onboarding to first deposit to churn). Identify which promo types moved the needle on long-term retention or LTV.
- Note: Facilitate A/B test reporting. Provide standardized templates or reports for each test showing hypotheses, segment, metric lift, and statistical significance.
Tools
- Campaign Checklist: A step-by-step list to use before each campaign (segmentation accuracy, compliance sign-off, content review, A/B test plan, timing check, bonus details check and validity).
- SOP (Standard Operating Procedure) Template: A fillable template for documenting unit workflows – e.g. Template for “Setting up a new campaign” or “Incident response process.” Helps train new staff and maintain quality.
- A/B Test Plan Template: A simple document to record each test’s hypothesis, variables, segment details, sample sizes, and results. Promotes disciplined experimentation.
- CRM KPI Dashboard (Sample): A visual dashboard in tools like Metabase / CRM reports / BO showing email/SMS open rates, click rates, deposit conversion, churn, VIP activity by segment. A live KPI view lets managers track performance at a glance.
- Campaign Calendar Spreadsheet: A shared master calendar (e.g. Google Sheet) listing upcoming promotions, launch dates, target segments, briefs and channels. Helps coordinate timing and avoid overlapping player contacts.
- Content & Email Templates Library: A repository of approved message templates and creative layouts, organized by type (welcome email, bonus offer SMS, etc.), ensuring consistency and speeding up new campaign creation.
- Customer Journey Maps: Visual templates outlining key player journeys (onboarding, retention, VIP progression) with touchpoints and decision points. Useful for planning automation logic and identifying communication gaps.
