Customer service specialist Talisma posed as a potential customer and asked 100 of the most popular online gambling sites whether betting via the internet is legal in the UK. Many websites failed to provide acceptable levels of customer service with 40% of e-mails ignored, 16% of the calls made to the sites not answered and 30% of online internet chat sessions requesting advice not replied to.
The audit carried out in August 2006 also concluded that 80% of the online gambling websites had disparate systems supporting different communication channels and only 4% of them were able to provide online self service support for customers.
“Over the past few years the industry has made a significant investment in online gambling sites. Many organisations are failing to integrate their online services with customer service operations. When you consider that the online gambling market is becoming increasingly competitive and that customers are able to move to a competitor with a click of a mouse, organisations need to start perceiving customer service as a differentiator rather then a luxury,” said Jon McNerney, Vice President International Operations at Talisma.
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