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

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

• 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


• 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


• 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


Quantitative

Research

• 75 bingo sites

• What support channels do they have

• Email, Phone, Live Help, Facebook, Twitter

Our approach


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


• 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


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


• 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?”


• 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?"


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


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


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


• 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


Other findings



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


• Acquired Bingo.org.uk in October 2012

• Was just another WordPress affiliate website

• Until we repositioned...

Bingo.org.uk


• 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


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


Thank you.

Simon Jones

[email protected]

0113 393 0500


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

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