Betting firm Victor Chandler is using a marketing automation tool in a bid to improve customer loyalty and levels of service.

The SAS system will help the company carry out campaigns aimed at individual customers based on their preferences. The software is also expected to help the group understand customer behaviour, preferences and betting patterns.

Victor Chandler hopes that the system will help in the identification of trends in its business performance through the monitoring of information about all parts of the operation.

"With over 90 per cent of our business online, and the sheer number of our customers, it can be difficult to develop and maintain personal relationships," said chairman Victor Chandler.

"It is therefore imperative that we are able to understand and connect with each and every customer and be able to serve them as best as we can."