Customer Service Answers the Call

Published December 3, 2006 by OCR Editor

Customer Service Answers the Call

Online casinos are expected to top 10 billion dollars in betting and tens of millions of online gamblers this year. With these numbers, the customer service centers must be receiving quite a few calls. As a matter of fact, the sites invite players to cont

The topic of customer service has received the focus of the professional journal CRM Today recently. The journal reported of an independent, professional survey by a customer service company of the 100 most popular sites in the United Kingdom. The survey, though it reported improvement in the service given to gamblers, said it is not on par with industry standards for player service.

The survey looked into the sites' responses to questions on the legal status of Internet gambling. With the recent legal developments in the United States, this is a source of confusion for many gamblers. The company contacted the 100 gambling sites via phone, email and live chat sessions. One in six phone calls was not answered, and two of five emails were ignored, the survey reported. In addition, the survey points out that the sites do not usually have proper online help documents to guide gamblers independently without need to contact the sites.

The survey evaluated the performance of the sites on the following aspects of customer service: the various service channels (email, chat, phone, help documents), response speed, personal touch and accuracy. The industry competitiveness has, so far, emphasized improvements, but few in the customer service aspects. "When you consider that the online gambling market is becoming increasingly competitive organizations need to start perceiving customer service as a differentiator rather then a luxury, said Jon McNerney, vice president of the survey company. It is time to answer the call and take customer service to the next step.

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