“You must take all reasonable steps to prevent any marketing material being sent to a self-excluded customer.“UK Gambling Commission
Undoubtedly these words from the UK Gambling Commission go without saying right? The potential damage of breaching such social responsibility codes can have a catastrophic impact to your brand. Significant fines, additional conditions imposed on your operating licence, or even a complete licence suspension. Not to mention stoking the media negativity fire directed at your industry.
Clearly there is never an intent to contact someone that you should not. No one has ever asked for a list of self-excluded customers so they can email them about the weekend’s Acca Offer… however, slip-ups happen.
You may feel you have a robust, watertight solution to ensure self-excluded customers never fall through the marketing exclusion net. Nevertheless, I am sure there is still an element of anxiety whilst hovering over that big scary Send button. Are you second-guessing your quality assurance processes and those last-minute quality checks?
If you plan on staying on the right side of the Gambling Commission, you have two days to update your marketing databases after receiving a self-exclusion notification, whilst taking all reasonable steps to prevent any marketing material being sent to them in the meantime. Do you have complete confidence in your process, or does the very mention of self-exclusion trigger that bead of anxiety perspiration?
The ideal situation would be that on receiving a self-exclusion notification, in a single click and within a blink of an eye, all downstream solutions are updated, reflecting the most up-to-date state of play possible. Customer accounts are closed, funds are returned, counselling and support services information offered, and all marketing activity is withdrawn. Stand down, serenity restored.
Regrettably, an idealistic situation rarely exists. On receiving a self-exclusion notification, a chain reaction is triggered, but to what level of robustness and confidence?
Some common reasons for self-excluded customers falling through the marketing exclusion net are:
Now you may feel you are taking all reasonable steps to prevent any marketing material being sent to a self-excluded customer. And I am in no doubt that you are. But do any of the common reasons for failings mentioned inspire you to take further action?
Fixing holes in your marketing exclusion net can feel like a never-ending task, but awareness of what can be achieved with the technology you have, combined with regular evaluation of your process will always give you the competitive edge.
If you would like to discuss how Purple Square could help you with your self-exclusion process, please do get in touch.
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