Casino sites with lots of work to do when it comes to customer service

1 May 2014

An extensive audit of online casinos' customer support quality has revealed that despite many operators publicly committing themselves to providing exemplary customer experience, operators still have much work to do when it comes to addressing client support and services issues.

When it came to best performing sites, 32Red, Bet365 and InterCasino led the field for online casino customer service, while the bottom three spots were filled by NetBet, Paddy Power and Club World.

The research, carried out by iXP Consulting and published in partnership with iGaming Business, analysed the quality of poker and casino operators’ customer support services over the third quarter of 2013.

Customer support quality audit - online casino Q3 2013

The first instalment of iXP’s casino research looks at the overall results of the audit and accessibility levels – Ladbrokes, Paddy Power and 32Red lead the field when it comes to how easily customer support can be contacted, how proactive operators are in informing players and the quality of their FAQs.

It found that a number of online casino and poker sites have incorporated the search for excellence on customer service and support into their work culture, but their words are not being followed up with corresponding actions when it comes to addressing customer requests and relaying their corporate message in the best possible way.

The discrepancies in customer support levels are usually to do with issues associated with large-scale operations, where personal and friendly service becomes secondary to maximising efficiency, according to iXP.

“There are operators who have successfully incorporated service excellence into their culture; however the majority continue to regard this critical touch point solely as a cost driver. As long as this perception persists, the revenues lost through unnecessary churn and negative PR will continue,” iXP explained.

The iXP data covers the third quarter of 2013 period and the company is in the process of digitalising its research to publish it online.

iGaming Business will start publishing iXP’s research into online poker sites' customer support quality in the next few days.

The next instalment of iXP’s casino audit will look at email online casinos' response times, product knowledge and presentation benchmarks.

The content is part of iGaming Business’s Intelligence and Knowledge Centre and can be viewed by following this link.

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