Posing as a customer, Talisma asked every site in the audit whether betting via the internet is legal in the UK. The support offered by the 100 gambling sites was less than satisfactory, with:
- 40 per cent of e-mails ignored
- 16 per cent of the calls made to the sites not answered
- 30 per cent of online internet chat sessions requesting advice not reply to.
With customers now encouraged to interact with gambling sites using more cost effective communication methods such as email and online chat, the audit also analysed how good the sites were at supporting these new channels. When tested, 80 per cent of the websites had disparate systems supporting different communication channels, meaning that staff were not able to access the necessary information to solve enquires, creating
frustration in the customer and probable lost business.
The audit carried out in August 2006 also concluded that online self service support for customers was particularly bad. Only four per cent of sites were able to provide users with a service that allowed them to search online help documents for solutions to their problems.
“Over the past few years the industry has made a significant investment in online gambling sites. Many organisations are failing to integrate their online services with customer service operations. When you consider that the online gambling market is becoming increasingly competitive and that customers are able to move to a competitor with a click of a mouse, organisations need to start perceiving customer service as a differentiator rather then a luxury,” said Jon McNerney, vice president international operations at Talisma.
Methodology The Talisma online gaming audit was conducted amongst the top 100 UK online gaming companies in August 2006.