Customer focus at heart!

Our aim at Betsson is to give customers a thrill every time they interact with us — You know… the exciting feeling of butterflies in your stomach, an experience beyond the ordinary! This article will focus on service management and customer relations performance.

After 20 years of running continuous improvement programs in the telco industry, I have developed a clear view of where customer improvements can be found. Being part of the executive board of Swedish Quality has also given me insight into general customer pain points and their solutions.

At Betsson we are continuously working to innovate in customer relations. As one of the largest iGaming companies, customers generally have certain expectations of us. But when we can surprise and delight the customer by giving them something extra, great things start to happen. The customer stays longer, uses our services more frequently and most importantly — promotes us!

Many of us have used NPS (Net Promotor Score) and other customer interaction measurements, but these only bring us a partial view of the customer. True customer understanding is much deeper and builds a long-lasting relationship. One of the keys to building this understanding is your organization’s ability to build a continuous improvement culture. This requires strong, focused and consistent leadership.

One other key to evolving customer relationships is to become truly data driven. Combining production data, usage statistics and customer feedback allows customer relations to flourish. A simple example and a good start: integrate production performance and financial data into your CRM flow. This will allow you to get a clear picture of the overall customer experience in real-time, and then you can act on any issues you uncover.

Following the above principles and ideas, Betsson has recently won several service awards. This inspires all of our employees to constantly improve themselves — being proud of your work is an important motivator.

Building internal trust in a strong, free, and agile process structure allows us to be creative, and with the right structural support we can focus on increasing customer value. We optimize for quality, and with automation, CI/CD becomes another key for fast delivery and continuously improving customer experience. This is not an easy journey — we’ve achieved a few key milestones but there is much left to do.

Betsson has been around since 1963. We have a strong culture and strive to win — every time. As with other companies with a strong legacy, we have learned how to implement new technologies alongside existing processes in order to serve hundreds of thousands of customers every day. In today’s complex working environment, our processes and corporate structure have repeatedly been put to the test.

Operating in a regulated market with a strong focus on compliance is one of Betsson’s cornerstones. We are controlled more or less at the same level as banks and we need to master the skills of compliance in a highly competitive market that is developing very rapidly.

Being an iGaming company serving customers around the clock with our real-time service, the ability to build and operate becomes critical. Imagine live bets not being live, it’s like placing bets on goals that have already been scored, a clear loss for you and a truly poor customer experience. It’s like playing Counter-Strike and shooting another player that has already moved or realizing that you didn’t sell a stock and now the price has dropped.

Service availability with a human touch and rapid customer experience is key to our success at Betsson. Moving forward we will continue to mix the latest cloud tech with a strong local presence to maximize true customer experience.

Mastering the hybrid cloud and fully utilizing our technologies will allow us to retain a leading market position. We are one of few iGaming companies that have successfully built our own technology and combine it with the best of breed.

Anticipating future challenges is an important initiative at Betsson. In the iGaming world, network service degradation is always a potential challenge because speed together with cyber security are parts of the foundation to deliver a true customer experience. With strong tools, highly skilled staff and effective communication, we keep our defenses on high alert at all times. The strong spirit of friendly competition within us makes it fun and challenging to work at Betsson.