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The Quality of Customer Support
in Online Bingo
A Research Project
By Focus Online Management
Presented by Simon Jones, Commercial Director
1st May 2013
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• Market need
• Quantitative Research
• Qualitative Research
• Conclusions
• Bingo.org.uk
• Questions
Agenda
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The Quality of Customer Support in Online Bingo
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• 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
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• 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
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• 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
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Quantitative
Research
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• 75 bingo sites
• What support channels do they have
• Email, Phone, Live Help, Facebook, Twitter
Our approach
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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
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• 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
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Qualitative
Research
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• 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
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• 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?”
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• 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?"
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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
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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
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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
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• 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
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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
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• Acquired Bingo.org.uk in October 2012
• Was just another WordPress affiliate website
• Until we repositioned...
Bingo.org.uk
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• 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
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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
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Thank you.
Simon Jones
0113 393 0500
The Quality of Customer Support in Online Bingo