Customer Experience (CX) is a hot topic for software vendors this days and it refers to a mix of Customer Relationship Management (CRM) systems combined with a multichannel marketing hub (MMH) that can orchestrate a company's communications with and offers to customer segments across multiple channels. These channels include websites, mobile, social, direct mail call centers, paid media and email. MMH capabilities also may extend to integrating marketing offers/leads with sales for execution in both B2B and B2C environments.

CRM is a strategy used to learn more about a customer’s needs and behaviors in order to develop a stronger relationship with them, thereby creating a value exchange on both sides. From a customer perspective, well-implemented CRM systems can offer a unified customer interface that delivers customization and personalization. At each transaction point, such relevant patron data as a customer's personal preferences as well as his or her overall past history transactions are available to the clerk serving the customer, giving them valuable information about how to interact with the person.

Basic multichannel marketing includes functionality for segmentation, campaign and message creation, campaign workflow, and campaign and message execution. MMHs can have advanced analytic functionality that enables customer-level data and analysis and modeling,such as predictive analytics, journey analytics and customer profile management. Advanced execution functionality includes personalization, content management, event triggering and real-time offer management in both inbound and outbound environments.

Digital marketing capability, as part of an integrated multichannel marketing solution, includes functionality for programmatic advertising, mobile and social marketing, and web and email marketing. Digital marketing extends the marketing process through channels such as the web, email, video, mobile and social applications, point-of-sale terminals, digital signage, kiosks, and the Internet of Things (IoT).

Intelligencia's experience in the CX field includes working with two of the largest sports books in Australia, two of the world's biggest casinos in Macau, as well as one of the most profitable casinos in the US and Mexico.