The customer’s experience is the key to growth in the gambling industry. Stoiximan, the leading online gaming operator in Greece, knows all about customer service.
It can make the difference between success and failure in the iGaming market. No wonder the company is focused on self-service.
The difference between success and failure
According Stathis Loverdos, Director of Services at Stoiximan/Betano, customer service plays a crucial role in live sports betting.
“In the gaming industry, every touchpoint with the player is an opportunity to deliver an exceptional customer experience, to stand out from the crowd, create brand loyalty and increase a player’s lifetime-value.”
Upgrading internal customer service systems is mandatory these days to keep ahead of the crowd. Technology is in place thanks to over 650 company employees.
Markets are unique and strategies must be localized per their individual needs. Marketing and customer support are key. Players must feel appreciated.
“Therefore, besides product, we created an impressive in-house Customer Support team, without outsourcing any form of communication, ready and dedicated to their cause.”
Apps are Imperative
Apps are called into play, like Viber and WhatsApp, to garner quick feedback on customer service. Zendesk is a software application currently in use at Stoiximan and Betano for customer communication.
Over half of the customers use it for a live chat (compared to 18% by email). The rest use voice channels.
To make things even easier, Zendesk offers automated translation. In different languages, it provides a variety of data on customer enquiries and the response time of the customer support team. As Loverdos explains,
“The platform allows us to combine data from different business apps and create easy to understand visual dashboards, graphs and charts.”
Zendesk is all about efficiency and prioritization. The company intends to integrate it with business apps to enhance product functionality.
As a customer-focused business, Stoiximan/Betano is fully committed to providing exceptional service to customers and working with Zendesk to deliver on this promise.
What about compliance?
Compliance is always a concern as is responsible gaming. The company regulates it through various partnerships and initiatives that protect players from abuse. The group has adopted an approach developed around the Responsible Gaming Policy and the AML (Anti-Money Laundering) prevention policy.
Mechanisms for the self-protection of players include the ability to set financial thresholds and self-exclusion while maintaining informed decision-making policies to provide insight into the quality of player activity.
Stoiximan/Betano is a member of the International Betting Integrity Association (formerly known as ESSA). As such, it can promote a worldwide effort to safeguard integrity and prevent corruption in the context of betting.
Artificial Intelligence and Machine Learning can recognize suspicious transactions so officials can notify National Financial Authorities and regulators immediately.
Technology reigns supreme
Along with AI, Stoiximan/Betano has invested in one of the best customer relationship management system internationally. The aim is to integrate channels so the Customer Support team can share customer information and history.
For Loverdos, understanding the key customer experience metrics and applying them at appropriate stages with the most important customers is paramount.
“Customer journey analytics can play a key role in this endeavor by providing a journey-driven perspective and improving your return on your investment in customer experience measurement.”
Since the introduction of Zendesk in 2018, the company customer satisfaction score has increased by 8% and the efficiency of resolving customer enquiries has improved dramatically.