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When you call a customer service line because you have had a problem you expect the customer service representatives to be courteous and effective. Well such is becoming the case in the United Kingdom.
According to a recent study by British independent research company Talisma, the customer service departments of internet casinos are getting more proficient and more productive. The gambling companies in the United Kingdom are just trying whatever they can to capture their share of the gambling market. So far one hundred of the United Kingdom’s online gambling websites have been assessed by a wide range of customer service criteria. Talisma has concluded that their audit reveals that the three areas that have seen the most significant improvements are in responsiveness, accuracy of information and new interactive channels. To put it into numbers, the inspection showed an increase in response to emails from sixty percent in 2006 to seventy-four percent last year in 2007. On top of that the number of telephone calls answered within ten seconds also was greater than before, jumping up from eighty-four percent to ninety percent.
Nearly fifty percent of all companies now offer online chat if you have a predicament or a question. The last time the audit was done the online chat feature had only been acknowledged by twelve percent of the online casino world. What is most impressive is that every single online chat session and email, that is one hundred percent, offered complete and accurate information. Ninety-eight percent of the customer service phone calls did the same.
Amidst all this good praise there is room for improvement. The areas in which some of these United Kingdom websites were not meeting the standards of the Talisma are personalization, blending of communication channels and providing a place for customers to search for the answers to their questions themselves. Emails proved to be the most personalized form of communication at seventy-eight percent. Online chat sessions were surprisingly low at thirty-three percent and phone calls landed a measly eight percent personalization.
“While it is encouraging that the United Kingdom online wagering sector has significantly improved customer service in 2007 there is still huge scope for improvement,” said Jon McNerney who is the Vice-President of International Operations for Talisma.
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