Industry News
Betting economy can maintain growth through internal focus states Zendesk
The online gaming sector’s success in recent years is often reported as a result of new technology, emerging markets and exciting content but customers’ experience is essential too and excellent service needs to happen from the inside out according to Zendesk.
As the leading customer service and engagement platform across hundreds of industries including iGaming, mobile, retail and hospitality, Zendesk is ideally positioned to analyse the growing impact customer service is having on revenue and brand loyalty within the online gaming sector in recent years. However, with more and more online gaming companies developing and releasing new slots each week Zendesk explains why customer retention isn’t all about keeping players happy and why sometimes it really is what’s on the inside that counts.
Sarah Manning, Human Resources Director, EMEA at Zendesk believes the improvement of employee experience even within sectors which aren’t face-to-face customer facing such as iGaming remains a vital part of overall expansion strategy. Manning explained: “Companies that excel at internal customer service strive to instill a culture of collaboration and cooperation, where everyone is on the same team working toward the same goals. That could mean a marketing manager promptly fulfilling a sales request, or an IT tech patiently resolving system issues for a member of the customer support staff. By having clear systems for employee engagement, you can unite the team around the common mission of delivering a market-leading customer experience.”
“When a company prioritizes internal customer service, its employees are happier and better equipped to provide the type of external customer service consumers expect,” they continued. “Happier employees are also more loyal and help boost the company’s bottom line.”
The essential components of effective employee engagement are not vastly different to the key attributes of what makes a new online slot successful or the basis of any kind of positive relationship. Manning highlights the need for three core essentials for internal customer service; a strong emphasis on communication; an ability to recognise greatness; and, putting the power in employees’ hands.
Communication is a core part of Zendesk’s business and in 2019 the company expanded its omnichannel presence with WhatsApp support integrations as well as developing its relationship with Slack. Manning believes connecting conversations between employees and management on any messaging channel – from websites and mobile apps to the world’s leading messaging apps like WhatsApp and Facebook Messenger – is the path to empowering from the inside out.
“Successful internal customer service requires employees who can effectively communicate,” they said. “When a manager in operations asks for information from finance, they should know who to approach and be comfortable doing it. Employees on the receiving end of the requests shouldn’t just be willing to work together—they should be eager to provide answers. One way to improve in office communications is to encourage alternatives to email. Replacing the passive, time-zapping form of communication with something more active, such as Slack, will encourage conversations, camaraderie, and the use of GIFs.”
Zendesk’s international team pride themselves on being ‘people people,’ and this focus on the individual as part of the whole forms the basis of their internal infrastructure. With online gaming companies ranging from two-person outfits to giant global powerhouses it can be difficult to give the correct credit to staff where it’s due, however Manning believes the key to effective recognition is matching the praise to the employee. “Happy employees lead to happy customers, and one way to keep members of any team in good spirits is to celebrate them when they do well,” she explained. “This could mean a year end bonus to the top salesperson or a end-of-the-week shoutout to the highest rated customer service rep. Letting employees know they’re doing well is a key part of letting know they’re appreciated.”
The final piece of the internal customer puzzle according to Manning is increasing opportunities for self-service making life easier for both the employee who needs information and the employee who has it. Providing a self-service portal via Zendesk’s powerful new product, Gather, can allow staff to look up company holidays or to troubleshoot common email issues hence allowing the HR and IT departments to use their time handling more significant challenges.
“Giving power to your employees isn’t just about convenience,” explained Manning. “When people are allowed to solve their own problems, they grow more comfortable with autonomy and more likely to come up with new, game changing ideas. Along with fostering creativity, the Harvard Business Review found that empowerment creates happy, high performing employees. Those are the type of internal customers you want serving the external ones.”
Industry News
LiveScore Group Announces Internal Restructuring as Part of Sustainable Growth Strategy
LiveScore Group has announced an internal restructuring process, expected to impact more than 100 existing roles across multiple business locations, including London.
The changes are seen as a difficult yet important step for LiveScore Group, streamlining the business to create improved structures and a pathway to long-term sustainable growth. All impacted employees have been informed and are now subject to a confidential consultation process.
Sam Sadi, CEO of LiveScore Group, said: “On behalf of all Directors of LiveScore Group, and the relevant subsidiary companies, we are saddened by the difficult decision to commence an internal restructure of the business, a process which impacts a significant number of our people.
“Whilst we celebrate our recent period of significant and exciting growth, we must now future-proof the organisation and ensure our internal structures allow us to achieve long-term and sustainable success.
“This is a hard time for all our people, as we say goodbye to colleagues who have played an important role in our journey across recent years.”
The announcement follows on from the recent news that LiveScore Malta Limited (part of LiveScore Group) is to withdraw its LiveScore Bet brand from the Netherlands following recent government tax increases in the market. The announcement includes those impacted by this. There will be no other customer impact in respect of any of the remaining LiveScore, LiveScore Bet or Virgin Bet sites globally.
Industry News
Pronet Gaming Appoints Alex Karaoulis as its New Commercial & Product Strategy Lead
Pronet Gaming, an award-winning platform provider of full turnkey solutions, announced the appointment of Alexandros Karaoulis as its new Commercial & Product Strategy Lead.
With over 14 years of experience in the iGaming industry, Karaoulis brings a wealth of knowledge and expertise that will be instrumental in driving the company’s strategic initiatives forward.
Throughout his iGaming career, Karaoulis has held various senior roles with B2B sportsbook and casino providers, as well as with B2C operators. His extensive background in marketing and sales within the iGaming sector positions him as a true industry expert, ensuring that Pronet Gaming remains at the forefront of innovation in a rapidly evolving market.
“I am thrilled to join Pronet Gaming and excited to fulfill my role in developing and executing sales strategies to drive the company’s revenue growth in key markets,” Karaoulis said.
With a track record in commercial strategies and driving product excellence, Karaoulis’ appointment is invaluable as Pronet Gaming now seeks to expand its footprint to Asia. His vision and deep understanding of the iGaming landscape equip him to navigate the unique challenges and opportunities that the dynamic region presents.
“I want Pronet Gaming to lead the iGaming revolution by providing innovative, culturally tailored solutions that cater to the diverse and rapidly growing demands of the region. Through strategic partnerships, cutting-edge technology, and a deep understanding of local markets, we aim to empower operators to offer world-class gaming experiences that engage players and drive sustainable growth,” he added.
According to Karaoulis, Pronet Gaming is poised to make a splash in Asia by leveraging its advanced technology, flexible platform solutions and deep market expertise while adapting to the unique characteristics of the region.
“The key differentiation point of Pronet Gaming is that we have B2C experience, which greatly aids in understanding the needs of operators and helping them to improve and execute their strategy according to the market. I have worked in B2C roles for more than seven years in my iGaming Career and managed campaigns across various channels, optimised conversion funnels, and learned to use data to improve player acquisition and retention,” said Karaoulis.
Karaoulis acknowledges that the marketing skills he has acquired from B2C experience are valuable in every B2B environment. As he dives into his new role at Pronet Gaming, Karaoulis aims to guide his operator clients on how to better market their own sites, including providing them with advice on effective acquisition strategies, content marketing and campaign structures that appeal to iGaming audiences.
“I also focus heavily on engagement strategies, loyalty programs, bonuses, and personalised offers to keep players active and returning. In my new B2B role, I will advise clients on best practices for player engagement, helping them adopt effective loyalty programs, personalised marketing, and retention tactics that drive player lifetime value to improve the end-player experience for our clients’ sites,” Karaoulis added.
Industry News
Vbet Wins Best Online Casino Operator 2024 at SiGMA Europe 2024
Vbet has been crowned the Best Online Casino Operator 2024 at the highly coveted SiGMA Europe event, cementing its position as a leader in the online gaming industry.
This achievement highlights Vbet’s commitment to providing an exceptional user experience by combining cutting-edge technology with a vast range of options and a secure process. The dedication to creating a responsible, enjoyable environment for players was recognised with this award, making this accolade even more significant. As Vbet continue to expand into new markets, the list of strategic partnerships grows alongside our constant drive to expand its offering. This award serves as a stepping stone on its path to reach more players and set new standards in the industry.
Arman Khachatryan, VBET’s Managing Director, said: “We are incredibly proud to receive the Best Online Casino Operator award at SiGMA Europe 2024. This recognition is a testament to the hard work, passion, and effort of our entire team. Our mission has always been to deliver the highest quality experience in the safest environment possible to our users. This award not only recognizes our dedication to this mission but also motivates us to continue expanding into new markets and territories.”
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