Access to and popularity of online gambling is at an all-time high. However, many betting app developers are taking chances without considering their consumers’ customer experience (CX).
More states in the United States have legalised sports betting, with legislation in many others pending. By recruiting high-profile gambling partners, major sports leagues such as the NFL and the PGA Tour are providing respectability to the organised sports betting industry. Sportsbooks like as FanDuel, DraftKings, BetMGM, and Caesars are all expanding at the same time.
With money truly on the line with betting applications, these organisations have an increased need to provide customer care. That might be a survival need, given that many of their internet gamblers had never gambled on sports before, never alone placed bets via mobile applications.
Regulators Must Be Pleased
Sports betting platform rollouts in new states have been generally smooth thus far. However, certain clear customer experience flaws must be solved before watchdogs and authorities step in.
Sports betting firms must address four possible roadblocks:
Many clients are still unfamiliar with the product. Gambling organisations must dispel myths about the legality of sports betting and instil confidence that bets will be honoured.
Most sports betting organisations are pushing mobile applications for everyday usage and engagement, which creates a high need for tech support to assist with login and payment concerns.
Geolocation difficulties are a big consideration. If customers are near neighbouring states where sports betting is prohibited, their phones may misinterpret their location and their bets will be rejected.
Seasonality. Betting activity spikes during major athletic events such as the Super Bowl, March Madness, The Masters, FIFA World Cup, and World Series. As a result, gaming enterprises must have strong customer experience infrastructure in place to accommodate higher seasonal demand.
According to Chris Crowley, chief commercial officer at CX supplier Alorica, one of the most difficult difficulties is volume prediction and staffing due to the sector’s fast expansion and lack of previous data. Existing states, as well as future jurisdictions authorising sports betting applications, are driving a considerable and ongoing growth in user numbers.
“As the user base grows, there is a rise in transactions via phone, chat, and email – particularly from new and inexperienced users of sports betting applications.” “The ability to design suitable staffing models and properly educate people is critical to providing a great customer experience,” he told CRM Buyer.
Taking a Chance on Digital-First Stability
Another key challenge for sportsbooks, according to Crowley, will be finding enough bandwidth to handle peak seasons when major athletic events create a surge in betting activity.
To resist regulatory and watchdog inspection, these businesses demand skilled personnel who can interact with clients via phone, chat, text, and email.
“Sports betting firms, like other digital-first companies that are born strongly focused on product, may not yet fully comprehend the necessity for tech support and account administration,” he said.
Most sportsbooks, for example, rely on website FAQs to assist their consumers. Many new clients are betting on sports for the first time.
Because money is involved, CX is crucial in dealing with these concerns. Customers have a right to expect assistance when they spend money in exchange for anything, such as a wager to win or a deposit to receive a bonus or free bet.
App Speed is a Dangerous Business
Logistically, the app interface’s quickness facilitates betting. However, Crowley warns that it increases the likelihood of errors. That is why having competent and quickly available support services from live agents and automated channels is critical.
CX is critical in this expanding sector due to fierce competition for returning consumers. Companies like DraftKings, Caesars, BetMGM, and others are presently investing a lot of money on aggressive marketing to rapidly build their user bases.
“Because it is so easy for consumers to switch to another app, they must create user loyalty to earn the necessary return on this investment.” “A bad service experience might put a new bettor off for life,” Crowley added.
Another reason CX is critical is that sports betting has its own culture and terminology. It might be harsh on newbies who do not grasp betting odds and how promotions work.
“A major difficulty is that ‘free’ does not necessarily imply free. “Having a customer care team that is supported by a true CX strategy provides new customers a lifeline to figure out the mechanics and bolts of sports betting,” he stated.
Factors that Influence
Sports betting is now widely accepted in society. State governments are more supportive of the business.
Furthermore, with the growth of second screens, sports fans have discovered new online groups that share their passion for the game, according to Crowley. While watching their teams play, fans are frequently on Twitter and Reddit, reading and commenting to what others are saying about the game.
This increases fan involvement even further. Crowley remarked that online sports betting has benefited from the effect of social media and, to a lesser extent, cord-cutting, which has transformed the way we consume sports.
“As sports betting obtains societal acceptance and state legislation expands, the business will expand significantly.” “Sports betting has become associated with viewing and attending sporting events for many,” he added.
This will become an ingrained part of our social norms in a short period of time. The number of American adults who bet on sports has more than doubled in the last year. Crowley emphasised the importance of companies in this sector investing in a strong CX operation and exploring strategic partnerships with vendors that can keep customer engagement impactful, secure, and scalable.
The Changing World of Rules and Regulations
The regulatory climate in the mobile sports betting and online gaming industries is continuously evolving.
Overall, because to the rapid changes in state legislation and standards, online sports betting platforms are gaining new capabilities at breakneck pace. The majority of the big sportsbooks and online gambling firms are still in the process of gaining the necessary licences in newly authorised jurisdictions.
Murphy v. NCAA, a Supreme Court ruling, granted states the authority to enact their own sports betting regulations. Sports betting is permitted in 30 states plus D.C., with 22 allowing mobile and internet sports betting. Twelve states have active or pre-filed ballot initiatives for 2022.
State laws differ widely. Regulations include everything from betting in onsite casinos vs mobile/online to gamblers’ age. Restrictions apply to the sorts of bets, such as collegiate sports against professional competitions. Tax rates differ per state as well.
Tribal and commercial casinos are permitted in several states. Others, such as Oregon, New Hampshire, and Rhode Island, either allow one or the other, or the betting is managed by a state lottery commission.
“Like any consumer-facing enterprise, there are safeguards in place to secure personally identifiable information,” Crowley explained. “The situation will only continue to shift as sports betting and mobile/online wagering become more popular across multiple state jurisdictions.”
Customer Service in Real Time
Online sports betting necessitates unequivocal fairness and transparency. A customer care product that can fix difficulties in real time should shepherd the whole client experience.
According to Crowley, the normal response time for certain betting businesses is 24 to 48 hours afterwards. This procedure involves gathering pertinent information, placing wagers, and collecting winnings.
“The industry would do well to set a new CX standard, one that would instil trust in the integrity of this burgeoning business model,” he advised.
He stated that plenty of disclaimers, FAQs, and comprehensive “help” systems with omnichannel capability will become the standard in mobile and online sports betting experiences.