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Building trust between the betting and gaming supplier and the operator
The role of Customer Support in building trusting business relationships
The quality of B2B customer support often represents the difference between a successful business day and another day that ended with losses or missed opportunities. In the long run, customer support is a factor that affects the business results of all of the included parties.
Keeping in mind the complexity of the software solutions within the gaming and betting industry, it is the supplier's imperative to ensure competent and fast Customer Support service to the clients.
The role of a Support team in building a reliable and trusting relations
We can, without doubt, say that the Support team plays a significant role in the overall B2B relations based on its competence, kindness, trustworthiness, delivery, understanding and speed. One even might argue that it has a vital role in maintaining trusty relations between businesses.
In general, B2B customer service involves different teams from at least two companies, meaning several people are involved in troubleshooting. It is rarely one-on-one communication. Knowing that, and taking into account the importance of time, it's obvious how significant good relations and communication between team members are.
More noticeable, B2B relations last long. Our job is not even remotely done once the software is installed or once the game is released.
NSoft Support team within the Business stream
NSoft Support is a team within the Business stream offering 24/7 support to the clients free of charge.
The team members can be viewed as customer ambassadors when addressing their needs and issues in front of Management and Development teams. They strive to communicate what is the most balanced interest for our customers and our company to keep every part of the business satisfied.
The environment is very dynamic, with different issues that we combat with creativity and adaptability. The goal is to satisfy the customer, so we look for every possible solution and alternative to achieve that goal. Customers have learned that we are omnipresent for any of their issues and inquiries at any given time.
The key metrics of Customer Support success
We are always eager to improve our key metrics, and thus we have initiated simple quarterly KPIs. The goals were:
Raising the bar for the percentage of solved tickets on the Customer Support level has reached 96%.
Increasing the Customer Satisfaction, which is currently above 98%;
Improving average response time for all communication channels - we have achieved the following: Email/Web: 3 minutes; Chat: 13 seconds; Phone: 4 seconds (including the PBX call rerouting).
Understanding and addressing bad ratings
It is crucial for the Support team to understand and address properly bad ratings, no matter how rare they are.
Most of the dissatisfactions stem from the complexity of the issues, which realistically cannot be fixed with good quality within a short time window. Repetitive issues are especially delicate. If not appropriately addressed, they can cause considerable frustration to the customer.
We have internally communicated workarounds and procedures with developers and externally with customers to mitigate these problems. This procedure is executed as soon as the customer reports a complex or repetitive issue. As a result, the action significantly lowers customer dissatisfaction, even though the issue itself is not fixed permanently at that point.
Keeping bad ratings at bay is the key to keeping the support service top-notch.
The tools we use in customer service
NSoft Support team uses the usual client relations toolbox. Still, even the adequate tools need to be utilized to their fullest potential.
Since we are using Zendesk Support, Chat, Guide, and Explore as our primary tools of choice for handling support tickets, we have invited Zendesk specialists to review and improve our instance of Zendesk.
We had very positive feedback from their representatives, especially on using all features to excess. They believe it consequently lead to a satisfaction rating of over 98%.
We have standardized our responses and behaviour with over 200 triggers, 100 macros and ten automatizations using Zendesk Support and Chat. More than ten dashboards have been created with over 100 queries using Zendesk Explore, which helped analyze customer needs.
We have developed and centralized specific Betting/IT industry tools to alleviate the imperfections in everyday operations. One of those tools is Support Dashboard which has been developed in house for mobility, flexibility and efficiency.
With the new tool, team members can perform daily operations within seconds. Various NSoft Development teams have participated in delivering proper tools for different supporting actions such as betting ticket cancellations, payment confirmations, ticket resolves, ticket checks, mail delivery checks, server health checks, service restarts, server administration, and others.
Knowledge sharing and empowering
To make our goals a reality, our Support team had to adapt and share the knowledge among all Support members. A decision was made to erase the boundaries between L1 and L2 Support so that every Support Operator should be trained to their full potential, performing simple and complex tasks alike. Such setup was the right move since we have developed remarkable resilience to service quality drops and made our service fast and stellar 24/7.
Our Support team believes that kindness goes a long way. We combine it with respect and patience. In addition to standard industry communication, we tend to help customers with different issues and questions which are not directly linked to our products and industry - sharing advice for free.
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