Customer service is defined as the act of servicing customers. Quite a simple definition, yes? Why is it then, that a majority of online casinos cannot seem to grasp the simple art of customer service?
Failure to properly service its customers is the single largest complaint voiced against online casinos. One of the primary reasons is that communication is below standard. New casinos pop up on a daily basis, but those that communicate in an effective manner with its customers are few and far between.
Why does good customer service seem to be so elusive? The technology is there for providing excellent customer service, such as email, the telephone, live chat and others. All of these tools are readily available, and are, to one degree or another, already being used by online casino customer service reps. However, as is evidenced here, merely having the tools does not mean the job will get done. These tools not only have to be used, but used effectively. When I continually read customer complaints that are saying the same thing, such as, “I can’t get any answers. Hello? Is anyone there?”, that tells me they are not being used appropriately.
A recent survey taken at WinnerOnline, a popular gaming website and forum, showed that 47% of their readers who took the poll think that customer service at online casinos is “Not Great”. Frankly, I was surprised that they were so kind, and even more surprised that only 11% said it was “Truly Awful”. Without hesitation, my vote is, “Truly Awful”.
I began my customer service experience in a brick and mortar retail store, and I found that it was quite simple to transfer the principles of great customer service from that environment to the online environment. Now, although no one is perfect in the physical world, where customer service blunders are indeed made, I cannot imagine a scenario where a customer enters the store, greets the sales associate, and not only doesn’t get a response, but the clerk simply walks away without even acknowledging his presence.
That scenario, as difficult as it is to imagine, happens all the time in the world of online casinos. A player will send an email to a casino, but will not get a reply …ever! From my own personal experience, as well as what I read in the casino “gripe” forums, non-responsive customer service is the most common complaint players have. Consequently, this refrain continuously echoes through the virtual halls of the online casino industry, “Hello? Is anyone there?”
However, all too often, getting a response is almost as bad as being ignored. Again, going back to my former life in the physical world, I cannot imagine any of my staff telling a customer that before they can talk to a manager they must first go out the west entrance, walk around the parking lot three times, come in through the east entrance, take the escalator up to the third floor, then finally the elevator down to the manager’s office on the first floor. While a bit of an exaggeration, it has the same effect when a player who has sent in a email is told that they must send another email to someone else within the 먹튀사이트 company. One would think there are a lot of casinos out there using an email program that does not have the ‘Forward’ button.
Why don’t online casinos seem to be able to get even the very basic ‘Customer Service 101’ stuff right? Because, in most instances, the people who are operating online casinos have no background in customer service, nor do they recognize its importance in running a company. Casino operators tend to spend their time and money on marketing specifically geared toward attracting new customers, instead of spending some of that time and money on training their customer service staff. And finally, they obviously don’t understand that the cost of acquiring a new customer is much higher than the cost of retaining one. With that kind of attitude, and lack of understanding of basic business principles, can these casinos be surprised that they have “Truly Awful” customer service?
While it is extremely important to have all those flashing banners screaming about the latest sign-up bonus, it is even more important to be able to properly service the customers that those same banners bring to the casino. What a huge waste of money to lose all those new customers, through pure negligence, after they were brought in by those very expensive, flashy banners.
Who is responsible for this lack of service? Ultimately, the casino manager. They set the standard for customer service. If a casino is having certain technical problems, they may not be able to answer your email, but other than that, all emails should be responded to in a timely manner. It is the casino manager’s responsibility to train their staff so that even if form letters are used, they are used appropriately. It is the casino managers responsibility to monitor their staff so that players questions are accurately answered. It is the casino manager’s ultimate responsibility to be the one who sets the example. If customers mean more than just account numbers to the casino manager, if giving good customer service is a priority for the casino manager, the customer service staff will follow their lead. It takes a lot of time, effort, and training, but after all, isn’t that what the casino manager gets paid for?