the quality of customer support in online bingo - bingo summit 2013
Post on 21-Dec-2014
236 Views
Preview:
DESCRIPTION
TRANSCRIPT
The Quality of Customer Support
in Online Bingo
A Research Project
By Focus Online Management
Presented by Simon Jones, Commercial Director
1st May 2013
• Market need
• Quantitative Research
• Qualitative Research
• Conclusions
• Bingo.org.uk
• Questions
Agenda
The Quality of Customer Support in Online Bingo
The Quality of Customer Support in Online Bingo
• 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 through
rules or withdrawal restrictions
• Brands can comment or reply but often don't
• We don't want complaints we want quality content
The Quality of Customer Support in Online Bingo
• 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 the
online bingo marketplace
Understanding the need of the customer
The Quality of Customer Support in Online Bingo
• 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 a
mystery shopper approach
• Conducted between 17th - 24th April 2013
Scope of the research
The Quality of Customer Support in Online Bingo
Quantitative
Research
• 75 bingo sites
• What support channels do they have
• Email, Phone, Live Help, Facebook, Twitter
Our approach
The Quality of Customer Support in Online Bingo
Thank you for you response. I
am having problems redeeming
my loyality points, i have 7562
points with chat games and
buying tickets. my username is
xxxxxx. Thanks again xx
Dragonfish Bingo Brand
Why social media?
@FreeBingoUK: get a grip
Eric!! What's going on with
the FB site??
Freebingo.co.uk
The Quality of Customer Support in Online Bingo
• 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 / account
Quantitative research - Headlines
Facebook now
gives a reach of
just over 30m
unique users for
the UK
Twitter’s age
profile is
dominated by the
25-44 age group
accounting for
over 60%
of users
The Quality of Customer Support in Online Bingo
Qualitative
Research
• 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 channels
Our approach
The Quality of Customer Support in Online Bingo
• 17% answered within 10 seconds
• 21% got straight through to a human voice
• 38% were put straight on hold
• Outsourced and overseas
Qualifying 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
• 30% responded within one hour
• 86% responded on the same day
• 27% of responses were vague or unhelpful overall
The Evolution of Customer Support in Online Bingo
Qualifying the support - Email
"I was wondering, if I join your bingo site what restrictions or
rules are there on me getting my winnings?"
The Quality of Customer Support in Online Bingo
Qualifying the support - Live Help / Chat
"I’m looking to join your site and wanted to know if I get any
bonus money can I withdraw it after I've played some games?"
• 18% chat not available
• 70% slow to respond
• 12% did not answer the question directly
The Quality of Customer Support in Online Bingo
Qualifying the support - Facebook
"Is there any free money available to play with or do
I have to deposit?"
• 27% responded within 30 mins
• 40% responded within one hour
• 47% responded on the same day
• 82% of responses were accurate
The Quality of Customer Support in Online Bingo
Qualifying the support - Twitter
"Hi. What deposit bonus do I get on my first deposit
as a new player? I’m thinking of joining."
• 2 responded within the hour...
• ...we didn't get any more responses within 48 hrs
• The 2 received were accurate and helpful
The Quality of Customer Support in Online Bingo
• 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 days
The Evolution of Customer Support in Online Bingo
Other findings
The Quality of Customer Support in Online Bingo
The Evolution of Customer Support in Online Bingo
What 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 disgruntled
players into brand ambassadors
• There is a clearly a need for an additional “complaint” channel
The Quality of Customer Support in Online Bingo
• Acquired Bingo.org.uk in October 2012
• Was just another WordPress affiliate website
• Until we repositioned...
Bingo.org.uk
The Quality of Customer Support in Online Bingo
• Facilitating open communication between players and brand
owner response channels
• We want to encourage open, clear discussion and clarification of
the issues players want to discuss
HOWEVER
• We don't want to be an Industry Ombudsman
• We don't want to be the Players Champion
The Quality of Customer Support in Online Bingo
Facilitating open communication between players and brand owners
• Unique A-E ranking system on
o Deposit Offers and Methods
o Wagering Requirements
o Withdrawal Rules
o Support Options
• At a glance brand dashboard
overview
• Brand owner support
and response widget
The Quality of Customer Support in Online Bingo
Thank you.
Simon Jones
simon@focusonlinemanagement.com
0113 393 0500
The Quality of Customer Support in Online Bingo
top related