With the number of online casinos growing steadily, operators are facing increasing competition. For this reason, knowing how to retain and attract players is key, and offering just the right support to them can make a difference.
“In the iGaming landscape, having robust First Line Support is essential,” says Artyom Rudakov, Head of SOFTSWISS Managed Services. Through this service, iGaming industry solutions expert SOFTSWISS helps its partners by taking over player support, thus engaging with customers via 24/7 live chat and email support.
In this interview, Rudakov also explains how First Line Support’s goal goes beyond improving the player experience, also helping in licensing purposes for brands. Moreover, the Head of Managed Services further discusses the capabilities of the team, working under pressure, and addressing safer gambling concerns promptly, an issue highlighted in March during Problem Gambling Awareness Month.
Could you elaborate on the support services offered by SOFTSWISS in addition to software production?
SOFTSWISS Managed Services serve as a crucial link connecting operators with their players, offering a wide range of essential support. We aim to enhance both the brand owner and player experiences. Our approach involves simultaneous efforts across various fronts, including personnel development and performance management, workload analysis and distribution, team restructuring, tool upgrades, reporting, and quality control measures.
Our Managed Services include First Line Support, VIP Player Support, Player Retention and Reactivation, Content Management, and Anti-Fraud Support. They play a pivotal role not only in managing daily operations and marketing endeavors but also in identifying technical glitches and safeguarding iGaming businesses against fraud. This comprehensive suite of services is designed to enhance casino operations, guaranteeing a seamless gaming experience for all stakeholders.
In the iGaming landscape, having robust First Line Support is essential. It goes beyond just processing requests efficiently. It’s also vital for meeting licensing requirements. This is why leading brands place their trust in us – we reliably handle both aspects.
What makes opting for your First Line Support team more convenient for brands compared to developing their own in-house solution?
Opting for our First Line Support offers brands a multitude of advantages. Our team comprises 120 dedicated professionals with a strong focus on iGaming business needs and a commitment to responsible gaming practices. Their expertise is in line with international gambling licensing standards, including stringent adherence to Maltese regulations.
The team members are highly skilled, resilient, and adaptable, capable of addressing a wide array of player inquiries, including those related to gambling addiction. With experts located across multiple countries, we provide round-the-clock support in various languages, ensuring seamless and uninterrupted service delivery.
SOFTSWISS First Line Support team oversees the entire process, from recruitment and training to onboarding and ongoing management, allowing our clients to concentrate on strengthening their brands. To effectively manage workloads, we meticulously monitor key performance indicators (KPIs). For instance, we handle nearly 300,000 chats and approximately 130,000 withdrawal requests each month, ensuring swift responses to every inquiry.
What are the primary types of requests that your team typically handles?
The inquiries we receive typically revolve around common topics in the industry, such as bonuses, deposits, withdrawals, and verification. Bonus-related queries make up approximately half of all requests, with the remaining inquiries distributed evenly among other categories.
We take pride in our meticulous handling of withdrawal requests. Each withdrawal undergoes rigorous manual checks conducted by a dedicated sub-team, ensuring compliance with client-specific KYC, AML, and other essential criteria. Funds are released only after these thorough checks are completed.
What distinguishes your services from others in the industry?
What sets us apart is our flexibility and ability to scale our services rapidly. Depending on the client’s size, we offer either shared services or a dedicated team. We adeptly allocate our resources, tailoring our approach to suit the specific needs of each client. In essence, we streamline operations for operators by delivering top-tier services and personalized solutions, ultimately saving them time and enhancing their overall experience.
A few months ago, approximately 20 operators encountered a problem with their third-party first-line support, which couldn’t handle player enquiries. Due to force majeure, they turned off its services. This left the operator searching for a solution, and they turned to us with an urgent request.
We mobilized our support team swiftly, aiming for the fastest possible deployment. Remarkably, within less than 24 hours, our specialists seamlessly integrated all necessary services, allocated a dedicated team, and furnished comprehensive instructions from the ground up.
Notably, this case is not an isolated incident. Every year, we encounter 3 to 4 comparable challenges, whether due to a client’s support provider faltering or their in-house team struggling to manage the influx of requests. Our steadfast First Line Support serves as a safety net, ensuring seamless operations for our clients. This strategy not only cultivates player loyalty but also fosters operators’ allegiance to SOFTSWISS.
The SOFTSWISS team is ready to present valuable industry insights and unveil the upcoming updates at the SiGMA Americas Summit in San Paulo on 23–25 April. Clients and potential partners can book a meeting with the team at stand i70 on the SOFTSWISS events page.