Caroline Björkman - Symplify, Senior Sales Executive

GBC Time has interviewed – Caroline Björkman, Symplify, Senior Sales Executive, an Engagement Ecosystem that enables you to interpret and act on every single signal your customer gives you. Symplify is the leader in cross-channel marketing automation for marketers and crm teams

How do you see the role of CRM evolving in the next year, especially with advancements in AI and automation?

Our CRM is steadily shifting from being a reactive tool to a proactive, AI-powered platform that can anticipate customer behaviours and needs. I believe we’ll see AI even more integrated into CRM over the next year, turning it into a system that not only manages relationships but also actively strengthens them. For example, Symplify’s AI features enable highly personalised customer journeys by analysing data in real time, allowing businesses to go beyond simple data collection to predictive analytics. Going forward, CRM won’t just track customer touchpoints but will also coordinate meaningful and seamless interactions across channels. This results in a more personalised experience that anticipates customers’ next moves rather than just responding to them.

Instant messaging platforms have become essential for customer engagement. How is Symplify adapting its messaging solutions to meet the growing demand for real-time communication?

Correct, real-time communication has become very important for effective customer engagement, especially with the increased use of instant messaging platforms. Symplify’s platform provides 10 communication channels, including instant messaging, which allows companies to engage their audience across multiple touchpoints – whether that’s SMS, email, social media, or web based chats/ pop ups. I believe it is important to highlight that what is critical here is the ability to centralise these communication options into one single interface, to enable seamless, real-time dialogues that meet customers where they are. We actively work on making it easy for companies to shift to fast, cross-channel communication without needing third-party integrations, with a focus on increasing flexibility and to symplify ( 🙂) our customers’ customer engagement strategies.

AI is transforming how businesses interact with customers. Can you share how Symplify integrates AI into its CRM solutions to enhance customer experiences and improve efficiency?

AI has become an incredibly important cornerstone in Symplify’s CRM solution. Among other features, our platform uses AI-driven content generation that allows businesses to create highly personalised messages at scale and automate the time-consuming process of content creation, while ensuring that each communication feels unique for the players. We also leverage real-time data to dynamically optimise customer journeys. This means that when a customer interacts with our customers’ brands, AI can adjust the campaign flow based on their behaviour – whether that involves offering personalised game- or bet recommendations, optimising the timing of messages through the right channel for each individual, or adjusting the communication flow as a whole. By combining AI and automation, you not only improve efficiency but also ensure the ability to provide a more intuitive and responsive customer experience. It’s about making every interaction count, and AI helps us do that more effectively than ever.

Responsible Gaming (RG) is a crucial aspect for many of your clients. How does Symplify incorporate RG tools into its platform, and what innovations can we expect in this area in the near future?

RG is not just about following regulations, it’s central to building trust with players. Symplify’s platform offers customisable RG tools that allow operators to seamlessly integrate RG measures into their customer strategies. Our tools monitor player behaviours in real time and we also use AI to detect patterns that may indicate problem gaming. From there, our clients can automatically implement measures, like pauses or deposit limits, to support the players’ decisions. Looking ahead, we continue to focus on even more advanced AI that enables early detection and prevents risky behaviours before they become issues.

With data privacy becoming more stringent, how does Symplify ensure that its CRM and messaging solutions comply with global regulations while still providing personalised customer experiences?

We’ve built compliance directly into our platform. Customer data is very securely stored, and our platform is designed to be transparent and to follow global privacy laws. We also offer solutions that let operators keep giving personalised experiences without compromising privacy. For example, we help clients segment their audiences and customise communication in a way that is both legal and relevant by using anonymized data when needed. It’s about finding the right balance, respecting customer privacy while building the personalised engagement that strengthens loyalty.

What are some of the key features or innovations Symplify is looking to introduce in its platform to stay ahead of industry trends?

One of our main focus areas is expanding our AI capabilities, especially in predictive analytics, to not only improve but also anticipate customer engagement and help businesses stay a step ahead. We’re also enhancing our multichannel communication to offer more personalised, real-time interactions across more touchpoints, like WhatsApp and other new messaging services. Additionally, we’re focused on responsible gaming tools with real-time monitoring and AI-driven actions to create a safer gaming environment. These innovations help companies streamline operations while boosting personalization and customer experience.

What role do you see AI playing in improving responsible gaming measures, and how is Symplify working to leverage this technology for the benefit of operators and players alike?

AI will play a bigger role in responsible gaming by helping operators take action sooner rather than later. At Symplify, we’re using AI to spot subtle signs that might indicate problem gambling, allowing operators to intervene early. The key is to make these actions timely and tailored to each player, so there’s a good balance between business goals and player well-being. AI can automate the process of identifying risky behaviour, suggesting actions, and even reaching out to players in a personalised way. This creates a safer environment for players and helps operators stay compliant with regulations, while promoting a responsible and positive gaming experience.

What are some of the biggest challenges Symplify anticipates for its clients in 2024, and how is the company preparing to address these challenges through its products and services?

In 2024, operators face two major challenges: rising expectations for personalised engagement and tightening regulations. Symplify’s platform is designed to tackle both. By streamlining multichannel communication and using AI, we help deliver fast, relevant customer experiences across channels—all while ensuring compliance with evolving data privacy standards. With built-in, robust data protection, our future-proof platform allows operators to balance cutting-edge personalisation with full regulatory compliance, keeping them ahead of the curve.