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Better Service Keeps Players

It may not be a novel concept, but the fact remains that the online casinos and internet gambling industry is just beginning to improve customer service levels from dismal to a bit better than dismal. A research group, Talisma, has announced the results from a study on customer service levels at UK online casinos and gambling sites. And though the sites show improvement, there is still a long way to go before the customer support is in line with what players expect from the internet gambling companies.

In an industry with a lot of choice in terms of where the players gamble their money, the online casinos are only slowly upgrading customer support channels. The Vice President at Talisma, Jon McNerney, noted the importance of pleasing the online players, "In a growing, competitive market, customer acquisition and retention is key.” Part of keeping the players is accommodating the need to integrate technology with personalized support.
McNerney remarks on where the online casinos gambling industry needs improvement, “Gambling websites need to evolve a customer-focused strategy that provides high quality, round the clock support and empowers agents to manage an increasing number of interactions across a growing number of communication channels."

The research from Talisma indicates that the main online casinos sites do not fully integrate the various forms of communication. Players can live chat with customer service and send an email, but when they call in for live phone support, very few of the gambling companies have integrated the technology enough that the representative can view the previous emails and communications. McNerney notes that “UK gambling websites have a global customer base that wants easy access to information and immediate responses to enquiries, particularly when their money is quite literally at stake.”

This is where the industry needs major improvement, in the integration of technology, and providing a plethora of accurate information that players can access 24 hours a day. That, and personalized response to customer support inquiries will undoubtedly raise the levels in the coming years.