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Case Study

VoC Strategy Development

Using deep customer analysis and roadmaps to boost engagement.

Executive Summary

A leading state lottery organization asked Andrew Reise Consulting to help drive greater personalization in its digital experience, particularly around its emerging iLottery product. Our client knew it needed to create targeted digital experiences in order to stand out in an increasingly competitive online environment. But it wasn’t sure how to enact that vision—or which experiences to prioritize.

By analyzing customer behavior, developing personas, and mapping digital journeys, our consultants delivered a strategic framework that aligned internal teams and identified clear opportunities to increase customer engagement. Ultimately, we delivered a prioritized roadmap of 17 improvement initiatives and a unified vision for the future-state customer experience.

Business Challenge

As digital usage surges, state lotteries aren’t just competing with online gambling alternatives. They’re also fighting against mobile games, social media, streaming services, and apps for customers’ attention. For iLottery programs—and other digital offerings—to grab and retain customers’ attention, they need to be tailored to fit the customers’ needs, preferences, and behaviors. But many organizations don’t understand their customers on a deep enough level to create those personalized digital journeys that customers expect.

Our client recognized the need to enhance digital personalization, but lacked a clear, user-centric strategy to guide those efforts. With multiple stakeholders driving disconnected initiatives, the organization struggled with inconsistent messaging, overlapping projects, and limited understanding of the end-user journey. In particular, the iLottery product—an increasingly important digital revenue stream—needed a focused strategy that would reflect how real customers interact with the platform.

How Andrew Reise Helped

Andrew Reise began by analyzing the client’s existing Voice of the Customer (VOC) data to extract actionable insights about user behavior and preferences. With that foundation, the team mapped the current digital experience and collaborated with cross-functional stakeholders to uncover gaps and friction points.

Next, Andrew Reise developed a set of personas that represented the primary user segments of the iLottery platform. We used these personas to build a comprehensive future-state digital journey map and three targeted micro journeys that explored key user scenarios in more detail.

Finally, the team synthesized their findings into a strategic roadmap—highlighting 17 specific initiatives that would have the greatest impact on personalization and customer engagement. This process also helped unify internal stakeholders around a shared vision, replacing a previously fragmented list of priorities with one cohesive, insight-driven plan.

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Building a Full Customer Experience Strategy That Sets the Brand Apart

The project culminated in more than just journey maps and personas—it laid the foundation for a customer experience strategy that differentiates the brand in a highly competitive digital landscape. With a clear understanding of who its customers are and how they navigate the iLottery experience, the client is now equipped to deliver more relevant, meaningful interactions at every stage of the journey.

By connecting internal efforts to real customer needs, Andrew Reise enabled the organization to shift from a reactive to a proactive posture—prioritizing the initiatives that matter most and setting the stage for long-term success in the digital lottery space.

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