- Dec 07 • 2 years ago
Walk and Talk with Charlie Williams 2 of 3 – Solution Consultancy, Experience Delivery and Internal Services
This time, Charlie delves deeper into NetRefer’s BizOps Division, providing insight into Solution Consultancy and Experience Delivery as vital links between clients and the company. He also touches upon other Internal Services such as Program Management and Insights & Analytics and their roles in gathering and administrating data.
Charlie, in our introduction, I feel like we only touched on the tip of the iceberg when it came to the Solution Consultancy service that you mentioned. Can you elaborate on what that involves?
Absolutely. As we were discussing earlier, the Solution Consultant really translates the business requirements of our clients into the configuration of our platform. They really need to understand the iGaming industry, Affiliate Marketing and our product. So, they’re putting those three pieces together to create a solution for our clients.
Through this exercise, they are working closely with the Product Delivery Team. They take those business requirements and translate those into a delivery story for our Product Delivery Team to then configure and send back to the Consultants. The Consultants are ultimately cross-referencing those business requirements from the client and what the Product Delivery Team has put into the Performance Marketing Platform. And once that has been quality controlled, the client themselves go through a training process.
I see. The Solution Consultant, then, is involved in different stages of this pipeline. They take care of the initial requirements. And then, they’re monitoring that and feeding it back once the product has been delivered.
Yes, definitely. They work a lot with getting their data into the system. So, we have clients who have their data coming from multiple providers. They get that data ingested into the platform itself, and then, depending on how many products and brands the clients are using, they’re doing the configuration to ensure that the platform is set up properly so as to reward.
Talking about those clients, I presume, there are different types of clients. You could have a client who’s a sportsbook provider versus a casino operator or a bingo operator. They’ll have very different needs from your platform.
Yes, and that’s really part of the configuration. We understand who they are, what they are selling, what they are promoting, what their business looks like from a product and brands perspective. And then, that is configured into the Performance Marketing Platform.
How does that link with the Commercial side of your operation? Talk a little more about that collaboration.
We’re working very closely with the Salesperson and the Account Manager. So, the Salesperson when we’re bringing on new clients, and the Account Manager within our installed base clientele.
Essentially, as our clients’ business grows, once they go live, if there are any changes within their business requirements, such as different products or brands, the Solution Consultant is there to understand those requirements and reconfigures the platform through the Product Delivery Team.
Staying on the External Services a while longer, the Solution Consultant has done their work – the analysis with the client – the deliverables have been set up, etc. What then happens in terms of the Experience Delivery? There’s the process you hinted at in the intro about the Academy, the onboarding and the training you provide. Talk some more about that.
Yes, definitely. The Experience Delivery Team ultimately has prepared and administers all the content within our knowledge base. So, they have turned the FAQs into how-to articles, videos, best practice content. All of this resides within our knowledge base. And on top of that, there is our academic curriculum. What does a user require? What courses do they need to go through in order to become a user and utilize to the best of the platform ability, to extract as much value as possible?
Basically, they are preparing all that information. And then, our clients and even our Solution Consultants are tapping into that information and providing it to the clients as they are onboarding.
I guess this probably needs to be tailored, right? I mean if you have a startup, just starting out in the tech and the gambling space, versus someone who’s matured into a more established company, who might be coming back to the Affiliate Marketing platform that you’ve already provided. I suppose they’ll have very different needs in terms of onboarding.
Yes. We’d like to think of our knowledge base as quite vast, in the sense of, it covers everything from A to Z. However, like you’re saying, we have clients who are ‘Repeat Users’, in the sense of, they’ll be using the Performance Marketing Platform at one client. And then, they’ll be using it at a different client.
Now, this really determines what level of training we provide. We can train anybody from a novice user all the way up to an expert level. So, we’re constantly trying to provide the best training pathway for any type of user, depending on where they’re at in their user journey with NetRefer.
Switching over to the Internal Services side that you also introduced for us earlier. Talk about the Program Management, the Insights and Analytics services that you provide.
Yes. That really starts out with configuring our internal applications. So, we have our CRM (Customer Relationship Management), our Accounting System, our HR system and so on. Those need to be set up so as to not only work as efficiently as possible but also to extract as much pertinent information as possible. So, when that data is being entered into those systems, we need to be able to slice and dice that information down the road and start gaining some insights. In summary, that internal application configuration leads us into our project and program planning.
It sounds like these dashboards and this telemetry that you’re getting from your monitoring systems are providing feedback that’s going back into your development cycle, your onboarding and your consultancy cycle.
Absolutely. The outcome of this all, as you’re saying, is getting that monitoring piece and understanding exactly the results that we’re driving to make better recommendations. That feeds into our business – into our Product Delivery Team, and that goes right out into providing recommendations to our clients.
Very helpful explanations. Thank you, Charlie.
Watch the 3rd installment of Charlie’s 3-part interview to gain deeper insight into Business Operations role in the Client’s journey, before giving us a sneak peek at what the Division has lined up for the future.
A special thank you goes out to Andrew Bonello for conducting the interview.
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