|According to a recent study by British independent research company Talisma, significant improvement in customer service have been made by companies in the UK keen to capture their share of this lucrative market.|
Talisma concluded a study of 100 UK online gambling websites and assessed each against a range of customer service criteria. The audit revealed that UK gambling websites have improved customer service levels in three areas; responsiveness, new interactive channels and the accuracy of information.
The study found that the percentage of e-mails responded to increased from 60 percent in 2006 to 74 percent in 2007 while the number of telephone calls answered within ten seconds had also increased from 84 percent to 90 percent.
It revealed that 42 percent of companies now offer online chat, which was up by twelve percent from the previous study, with all requests being properly acknowledged.
Finally, the audit revealed that 100 percent of all chat sessions and e-mails and 98 percent of answered telephone calls provided accurate and complete information.
However, the audit revealed that UK gambling websites were failing in certain areas with significant room for improvement. Only eight percent of the calls answered were personalised compared with 33 percent of the chats and 78 percent of the e-mails.
Also, few websites demonstrated an effective blending of communication channels with only 23 percent of telephone agents and 19 percent of chat agents able to track previous e-mails sent to the company by a customer.
In addition, up to 92 percent of the websites audited did not provide a knowledge base enabling users to easily search and access information online for themselves.
'While it is encouraging that the UK online gambling sector has significantly improved customer service in 2007 there is still huge scope for improvement,' said Jon McNerney, Vice-President of International Operations for Talisma.