Camelot: The dream ticket for customer insight

The paper describes how Camelot, the operator of the UK's National Lottery, has revived its online customer feedback questionnaires to measure all aspects of its web experience, which in turn became a key indicator of revenues.

Camelot: The dream ticket for customer insight

ABA Research and Camelot

Background

In late 2014, Camelot faced a serious challenge. Digital's importance was rising sharply; not only from a revenue perspective (its share of sales nearly doubling in five years), but also as a tool for attracting new, younger players and cementing rel