partypoker has released the first phase of a two phase remodelling of their online product, including a Feng Shui style, move away from grey and white to orange and black, in a bid to improve the player experience.

I once read a great book called Moments of Truth by the former CEO of the SAS Group, Jan Carlzon. The biggest takeaway was the importance of a brand’s understanding of customer experience.

Imagine, you own a land-based casino, the first Moment of Truth is when the client arrives at the casino. How does he feel when he sees your brand, how was the parking experience, did he walk through a cloud of cigarette smoke to get through the front door? Once inside, how was the entrance experience, how long did he stand in line? How long did the check-in process take?

The best way to understand your customer’s Moments of Truth is to walk through the experience. And this is where the online poker industry has a problem. If you work for an online poker company, you are not allowed to play on your company’s site, meaning you can’t experience the integral Moments of Truth, and this is where the sponsored professional comes in very handy.