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Neosurf has recorded growth rates in excess of market expectations during the pandemic period, underpinned by its focused ‘solid account management’ strategy.
Putting people as important as profit in the quest for brand loyalty has been crucial for the popular payments platform, which enables gamers and gamblers to pay online without credit card usage and without disclosing personal information.
It revealed that it saw nearly 200% growth in Poland in just six months, as well as over 150% in Sweden notwithstanding the strict online gambling restrictions there.
Even in the increasingly competitive UK market, the additional growth was nearly 50% – matching Neosurf’s overall growth picture across Europe.
Andrea McGeachin, Chief Commercial Officer, is clear on the payback that the focus on account management has delivered.
“Our solid account management strategy has four key strands to it,” she said. “Listening, convenience, engagement and relationships.
“All are equally important in building a loyal brand following and retaining it. From the growth that we have seen and the response from our customer base, it is clear that the approach has paid massive dividends during lockdown.”
Building a client feedback infrastructure, as well as the team to address issues and respond to queries promptly, has helped Neosurf to establish a customer satisfaction score with distributors and partners consistently higher than 90%, which clearly defines the brand as one that is serious about client management.
The feedback channels have enabled Neosurf to adapt to demands for convenience. While Neosurf vouchers remained a popular way for gamers and gamblers to pay, increased awareness of the Myneosurf Account saw an increase in registrations of over 400%.
An easy way to ‘send and spend’, combined with a KYC process enabling larger deposits and a swift payout process connected to their gambling merchant of choice, Myneosurf has been an extra boost to delivering the high customer satisfaction scores.
Through Myneosurf, Neosurf has been able to deliver a cleaner wallet service to the gaming industry, ensuring processes meet regulation and the user experience remains simple with, importantly, no engagement necessary from affiliates to eliminate potential for bonus abuse in the gambling industry.
“We are really supporting the market with clean and easy account usage and not trying to overly confuse players with many different uses of a digital wallet,” explained Ian Nicholson (pictured above), Neosurf Business Development Director.
“The ability for players with limited payment options to spend has had significant support, in terms of a clean and smart user experience, with improvements in conversion rates doubling as operators upgrade their APIs to access the platform.”
From its inception, Neosurf has focused on engaging with the esports industry as a part of the gaming ecosystem, rather than simply driving a profit line from their service.
The recent initiative in establishing League Circuit Oceania in Australia and New Zealand in conjunction with Guinevere Capital, replacing the Oceanic Pro League when Riot Games closed it down, is a prime example of Neosurf standing up to its brand promise of supporting the welfare of the industry as a whole.
Relationships with key partners in the industry was highlighted above as the fourth driver of the solid account management strategy.
As new partners, such as PayPoint, as well as processing partners like Nuvei and EmerchantPay come on stream, and existing ones such as EPay extend their relationship with Neosurf, each has a dedicated and personalised engagement plan defined and managed by the allocated Neosurf account manager.
McGeachin concluded: “Complacency is not a word in the Neosurf vocabulary. Managing clients professionally at all levels, particularly during the disruption of the pandemic, is clearly working for us, and will remain core to our overall proposition.”
