Case Study: Tabcorp achieves customer-led innovation and stronger ROI with Vision Critical

How TAB use insight to maintain leadership in a dynamic industry

Tabcorp’s TAB wagering brand faced intense competition from corporate bookmakers and needed to keep its products and services delivering strong customer value. Using Vision Critical’s online community, TABTALK, Tabcorp sought to keep customer needs and feedback at the center of product innovation and maintain its market-leading position.

With Vision Critical, Tabcorp used the TABTALK community throughout the development cycle to identify and validate a digital product opportunity that helped customers increase their winnings. The launch drove 50% customer adoption within three months, 80% adoption among TABTALK members, a 6-point increase in NPS, and an average 250% ROI per customer within the first 30 days of use.

Tabcorp

Tom Lobban

Insights and Research Manager