The Quality of Customer Support in Online Bingo - Bingo Summit 2013
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The Quality of Customer Support in Online Bingo - Bingo Summit 2013

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Concerned about the rising volume of player complaints on WhichBingo.co.uk, Commercial Director Simon Jones initiated a research project in April 2013 to investigate the quality of customer support......

Concerned about the rising volume of player complaints on WhichBingo.co.uk, Commercial Director Simon Jones initiated a research project in April 2013 to investigate the quality of customer support in online bingo.

Commenting on the research project Jones said “we wanted to look into why there are so many complaints coming from online bingo players on our main portal. I’m not a bingo player myself but if I was, I’d want a bingo brand to hear my concerns.” He continues “Whilst our main portal has the facility for bingo brand owners to respond to player complaints, it’s rare we see any interaction between the two parties. We’re equally concerned that bingo brand managers are not doing enough to support their customers online.”

The team at Focus reviewed 75 online bingo sites using a quantitative approach. This method was used to measure the types of support channels each bingo brand had available to new players wanting to join the site including telephone, email, live help, Facebook and Twitter.

Of the 75 sites reviewed, 30 were then chosen for the qualitative research part of the project. This method looked at the overall quality of the support channels if they were available. For example, reviewing the email support channel, the bingo sites were all emailed the same question at the same time and the responses were measured against; time of response, quality of the response, accuracy of the response (compared to information on their respective websites) and overall customer satisfaction experience.

Headline statistics from the qualitative research revealed; 99% of sites have a support email address or website form. 72% of sites have a support telephone number. 40% of sites have live chat / help (excludes in game chat). 47% of sites have a Twitter account. 66% of sites have a Facebook page.

The research shows some interesting statistics and at the same time some worrying patterns, particularly the lack of attention given to social media channels.
The research suggests that telephone and email remain the strongest customer support channels however; social media was either very poor or non-existent in some cases. Surprisingly, statistics for the live help channel suggest only 60% of operators offer this service. One would have thought that the immediacy of online customer support queries could be quickly and simply resolved with a quick chat with “Alice”, wherever in the world he or she might actually be.

Overall, the research suggests there is room for improvement across all areas of online customer support. Whilst some of the larger brands, and most interestingly those with a sports book product were the best equipped and most responsive, there are still some big names with issues that need addressing.

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  • 1. The Quality of Customer Supportin Online BingoA Research ProjectBy Focus Online ManagementPresented by Simon Jones, Commercial Director1st May 2013
  • 2. • Market need• Quantitative Research• Qualitative Research• Conclusions• Bingo.org.uk• QuestionsAgendaThe Quality of Customer Support in Online Bingo
  • 3. The Quality of Customer Support in Online Bingo
  • 4. • Lists all UK bingo websites currently 350• Each bingo site has a review• Anyone can leave their own review / comment• Comments are usually complaints about bonuses, play throughrules or withdrawal restrictions• Brands can comment or reply but often dont• We dont want complaints we want quality contentThe Quality of Customer Support in Online Bingo
  • 5. • Customers and players are often not being heard• There is a genuine need for a "complaint“ channel• This led us to look at the quality of customer support in theonline bingo marketplaceUnderstanding the need of the customerThe Quality of Customer Support in Online Bingo
  • 6. • Across the market not just individual brands• Quantitative and Qualitative research• 75 bingo sites using Quantitative approach• 30 of the 75 bingo sites using Qualitative approach• We asked a range of customer support questions through amystery shopper approach• Conducted between 17th - 24th April 2013Scope of the researchThe Quality of Customer Support in Online Bingo
  • 7. QuantitativeResearch
  • 8. • 75 bingo sites• What support channels do they have• Email, Phone, Live Help, Facebook, TwitterOur approachThe Quality of Customer Support in Online Bingo
  • 9. Thank you for you response. Iam having problems redeemingmy loyality points, i have 7562points with chat games andbuying tickets. my username isxxxxxx. Thanks again xxDragonfish Bingo BrandWhy social media?@FreeBingoUK: get a gripEric!! Whats going on withthe FB site??Freebingo.co.ukThe Quality of Customer Support in Online Bingo
  • 10. • 99% of sites have a support email address or website form• 72% of sites have a support telephone number• 40% of sites have live chat / help (excludes in game chat)• 47% of sites have a Twitter account• 66% of sites have a Facebook page / accountQuantitative research - HeadlinesFacebook nowgives a reach ofjust over 30munique users forthe UKTwitter’s ageprofile isdominated by the25-44 age groupaccounting forover 60%of usersThe Quality of Customer Support in Online Bingo
  • 11. QualitativeResearch
  • 12. • 30 bingo sites• How effective are the support channels?• Form a new player perspective• 5 questions, same question asked in each channel• Not every brand had all 5 channelsOur approachThe Quality of Customer Support in Online Bingo
  • 13. • 17% answered within 10 seconds• 21% got straight through to a human voice• 38% were put straight on hold• Outsourced and overseasQualifying the support - Telephone“Hi, could you tell me what bonus I get if I deposit £20?Do I also get a bonus on any other deposits?”The Quality of Customer Support in Online Bingo
  • 14. • 30% responded within one hour• 86% responded on the same day• 27% of responses were vague or unhelpful overallThe Evolution of Customer Support in Online BingoQualifying the support - Email"I was wondering, if I join your bingo site what restrictions orrules are there on me getting my winnings?"The Quality of Customer Support in Online Bingo
  • 15. Qualifying the support - Live Help / Chat"I’m looking to join your site and wanted to know if I get anybonus money can I withdraw it after Ive played some games?"• 18% chat not available• 70% slow to respond• 12% did not answer the question directlyThe Quality of Customer Support in Online Bingo
  • 16. Qualifying the support - Facebook"Is there any free money available to play with or doI have to deposit?"• 27% responded within 30 mins• 40% responded within one hour• 47% responded on the same day• 82% of responses were accurateThe Quality of Customer Support in Online Bingo
  • 17. Qualifying the support - Twitter"Hi. What deposit bonus do I get on my first depositas a new player? I’m thinking of joining."• 2 responded within the hour...• ...we didnt get any more responses within 48 hrs• The 2 received were accurate and helpfulThe Quality of Customer Support in Online Bingo
  • 18. • Telephone – 20% didn’t offer phone support• Email – 14% failed to respond within 2 days• Live help - 40% didn’t offer Live Help support• Facebook – 47% failed to respond within 2 days• Twitter – 86% failed to respond within 2 daysThe Evolution of Customer Support in Online BingoOther findingsThe Quality of Customer Support in Online Bingo
  • 19. The Evolution of Customer Support in Online BingoWhat have we learned?• Telephone and Email are the best manned’ channels• Live Help is poor• Facebook and Twitter the worst response channel• All support channels have room for improvement• Support should be an opportunity to transform disgruntledplayers into brand ambassadors• There is a clearly a need for an additional “complaint” channelThe Quality of Customer Support in Online Bingo
  • 20. • Acquired Bingo.org.uk in October 2012• Was just another WordPress affiliate website• Until we repositioned...Bingo.org.ukThe Quality of Customer Support in Online Bingo
  • 21. • Facilitating open communication between players and brandowner response channels• We want to encourage open, clear discussion and clarification ofthe issues players want to discussHOWEVER• We dont want to be an Industry Ombudsman• We dont want to be the Players ChampionThe Quality of Customer Support in Online Bingo
  • 22. Facilitating open communication between players and brand owners• Unique A-E ranking system ono Deposit Offers and Methodso Wagering Requirementso Withdrawal Ruleso Support Options• At a glance brand dashboardoverview• Brand owner supportand response widgetThe Quality of Customer Support in Online Bingo
  • 23. Thank you.Simon Jonessimon@focusonlinemanagement.com0113 393 0500The Quality of Customer Support in Online Bingo