Service Importance
Customer Service Role
- in-house teams for closer employee relationships
- outsourcing for efficiency and expertis
Team Building
Efficiency and Motivation
Professional Support
Quality of service plays an extremely important role in the attraction and retention of customers. Already at the registration stage, gamblers often contact support specialists, and at the time of withdrawal of funds or bonus cashout, the number of questions increases even more.
Experts of the Casino Market company will tell you how to organise a team of reliable professionals working for an iGaming platform and boost revenues.
Casino Support and Business Processes
This is the frontline of customer service. The department performs a wide range of tasks and affects the brand's reputation. Friendly and open communication will immediately attract players to the gaming site. Negative and unprofessional answers, on the contrary, will scare the audience away.
Why online casinos need high-quality support:
- Customer service. This is the main objective of the division. Employees of a gambling resource consult users on a variety of issues, including registration, account replenishment, withdrawal of prizes, cashing out bonuses, and much more. Answers should be quick and competent and contain a link to the FAQ section to make everything easier for players.
- Information about the latest releases. These are new entertainment presented by top providers, current promotions, special offers, and other data that will be of interest to casino visitors. It is good if clients launch a new slot machine or follow an advertising link, thus increasing the iGaming startup’s profit.
- Creation of a positive image. It is affected by many factors. These are high speed of responses, friendliness and competence of employees, solutions to various issues, 24/7 availability, and much more. The department plays a primary role in the formation of the company’s reputation.
- Customer retention. As a rule, the support service interacts with a regular audience. These are loyal players who place bets and enjoy participating in various seasonal promotions. A technical casino staff may interest gamblers using a lucrative bonus offer. This will have a positive impact on the players’ retention.
How to Organise a High-Quality Client Support
The first thing operators need to decide on is whether to create a proprietary service or delegate it to outsourcing. Both approaches have pros and cons.
Internal Support Team
The availability of such a department in the structure of an enterprise will allow business owners to establish closer relationships with employees and better control their work. Managers are focused on positive results and improvement of the iGaming project’s image.
The support staff is universal. As the platform develops, such professionals can be involved in a variety of tasks, from marketing to casino administration. Their key advantage is vast experience.
To organise a full-fledged team, operators must know many things about hiring and personnel training. Otherwise, this may become a weak point in building a company.
Business owners also need to take care of the following aspects:
- additional office space;
- working infrastructure and equipment;
- physical and information security of employees.
Staff Outsourcing
The key advantage of this approach is time saving. Entrepreneurs delegate the work of technical support of users to a third-party firm. Such services are provided by casino software vendors, payment product aggregators, and other representatives of the iGaming sector.
For a fixed monthly fee, operators can receive a ready-made and well-trained team of professionals.
Experienced employees work remotely from the program supplier’s office, speak several languages, and are well-versed in the nuances of the casino industry. They know how gambling platforms work from the inside: how the entertainment catalogue is created, what the bonuses are awarded for, why there are delays in transfers, etc.
The task of business owners is to send the outsourcer clear instructions on how to manage the gaming site:
- customer acquisition and retention policy;
- payment processing rules;
- description of the loyalty program;
- characteristics of the product range, etc.
Operators can choose whether they want to form a common technical support team together with other entrepreneurs. The main advantage of this approach is the exchange of experience. An alternative option is to hire dedicated managers who will work only with one online casino. This service will cost more than a standard one.
Support Team Building
Let us consider the stages of organising the work of gambling platforms’ employees.
Recruitment
It all starts with the search for specialists. Businessmen can do this independently or delegate the task to a special agency.
Key requirements for a technical support team:
- iGaming industry experience. Any particular candidate must understand the peculiarities of online casino functioning: the range of solutions, registration and verification rules, the nuances of account replenishment and withdrawal of funds, etc. As an alternative, knowledge in the gambling field can be considered. Such professionals worked with the same platforms but from the user’s position.
- Mastery of foreign languages. Their list depends on the brand’s target audience. Usually, this is English, and there are 1–2 more options to choose from (French, German, or Swedish), if operators are planning to enter the European market.
- Communication skills. This includes excellent conversational speech, the ability to listen carefully and not interrupt the interlocutor, and asking the right questions that will help to complete the task as fast as possible. Technical support managers must be friendly and attentive to details, as well as maintain a positive atmosphere in the online casino.
- Experience in psychology. Employees are required to be patient and flexible. Often, those gamblers who turn to the support service are on edge or in a depressed mood. The managers must reassure and encourage users, convince them of the honesty and integrity of the gaming site, and treat them with understanding.
- Analytical skills. Casino specialists are obliged to quickly analyse the situation, consider it from different angles, and make an informed decision. For example, studying the client’s payment history (frequency of deposits and withdrawals, as well as their size) will help assess the future potential of the game. Besides, the staff has the right to assign a personal bonus to any client and send a profitable promotional code or other type of reward.
- Stress resistance. Technical support means, first of all, working with different people, as well as their moods and current needs. The ability to quickly adapt to a specific player and create a positive impression is what is valued the most.
When selecting personnel, operators must also pay attention to responsibility, punctuality, accuracy, and computer skills.
Training
At this stage, employees become familiar with the way an online casino works. Most of them have a general understanding of the iGaming industry. The task of business owners is to provide maximum information about the entertainment, payment systems, and bonuses that are available on the platform.
Educational data is best presented in the form of instructions, which include the description of specific cases and the manager’s actions in each situation.
The guidance should contain answers to the following popular requests:
- communication channels with gamblers (via e-mail, Skype, Viber, and voice call);
- KYC features (documents requested to confirm identity);
- rules for calculating personal and collective bonuses;
- the policy of responding to fraud, multi-accounting, abuse of reward payments, and aggressive behaviour;
- procedure for resolving disputes and arbitration issues, etc.
Organisation of Work
Operators need to rent office space, buy professional equipment, and make sure that the Internet connection is uninterrupted. Support staff should feel as comfortable as possible since many of them will be advising players during the night.
Proper organisation of the working process is another important point. Entrepreneurs need to calculate the daily and weekly volume of Internet traffic in advance, identify peak loads, and decide on the number of managers and the duration of shifts.
A technical assistance employee can communicate with a maximum of 6 people at the same time. Personnel also need breaks and days off, especially after night shifts. Taking into account all these factors, a work schedule is formed, as well as a recruitment plan.
Efficiency Analysis
The best assessment of the technical support service is the presence of a huge number of positive reviews. They affect the image of an iGaming project and attract new customers to the platform.
To analyse the efficiency of this department’s work, the following quantitative metrics are used:
- response period to a request in the online casino chat;
- time to solve a problem of a specific user;
- the number of gamblers served by the manager during a shift, day, week, or month.
Motivation
These are tangible and non-material incentives from the enterprise that encourage technical support specialists to work more efficiently.
The main goal of the motivation system is to develop the casino. Keen employees perform their tasks much better. They do everything on time and manage to do even more. The possibility of encouragement also reduces staff turnover and the cost of training new people.
Financial rewards include:
- interests and commissions from the company’s profits;
- bonuses (monthly, quarterly, and annual);
- personal prizes and allowances.
Non-material types of incentives are social guarantees and benefits (for example, free medical care), training at the enterprise’s expense, corporate awards, relocation assistance, and much more.
The Main Things about Online Casino Support Service
This structural department of any wagering company is one of the most important ones.
- The division is responsible for timely information about new releases and the creation of a positive image. Professional support is the key to the audience’s retention and the average check growth.
- Managers can build their teams independently or outsource such services. The first option allows entrepreneurs to form a circle of loyal employees, and the second one makes it possible for them to save time on staff training, which is essential for new gambling startups.
- The recruitment process involves several stages. It includes hiring and training of personnel, organisation of work, and efficiency analysis of the department. Great attention should be paid to staff motivation.
It is possible to order a profitable iGaming project from the Casino Market studio. We offer operators the option to buy a ready-made business, a licensed White Label platform, a universal iGaming script, and other solutions.
From us, you can also order the following useful services:
- installation of a payment system;
- integration of security software;
- development of HTML5 slots based on individual sketches;
- promotion of an online casino, and much more.
Have questions or want to order services?
Contact our consultants:
- e-mail: manager@casino-market.com
- Skype: support.casinosupermarket
- feedback form.
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