New Audit Shows Sites Need Better Customer Service

Added: May 9, 2014

Customer service is a pretty big deal in the online casino world. Players are having to deal with technology and their financial information at the same time, and that means that they need to keep everything secure while performing transactions and placing bets over the Internet. There are tons of places where this can go wrong, and the customer service team is there to correct the course of the ship before it hits the rocks. While some online gambling sites have top-tier support, a number of others are lagging behind according to a recent audit.

iGaming Business had an audit of customer service in the industry performed by iXP Consulting to see what customer support was like during late 2013. There were several factors evaluated. First, they looked at how easy it was to get in contact with the support team. Most sites have at least two or three methods to contact the customer service people, but those methods don't always connect you quickly, and they're not always super reliable. From there, they started looking at the quality of the frequently asked questions sections on the websites of these casino rooms. A solid FAQs page can eliminate a good amount of the need for customer service interaction in the first place.

Finally, they looked at how the customer service agents acted once they were in contact with a user. Generally speaking, the idea here is to see how proactive the support team members act in trying to help the customer. This is the key measurement in most peoples minds about how a customer support team should be evaluated, and it went to show that the places that focus on efficiency over providing a good service are the places where customer service lags behind the most.

Overall, this report makes sense. It's like the difference between going to a small, locally-owned store and a big chain department store. Nine times out of ten, you're going to get a more personal touch at the small, local store because the focus is on giving people a high-quality experience. In the big chain store, however, the focus is on pushing through as many customers as possible. It's a problem of quality and quantity, and if we've learned anything over the years in this industry, it's that quality always wins out in the long run no matter what you're talking about.