A recent study performed by the independent research group Talisma, has found that the quality of customer service offered by British gambling sites has greatly improved in the past year.
Talisma studied 100 UK online gambling sites and rated them against a number of different customer service criteria, including responsiveness, accessibility, and the accuracy of the information they offered.
The study found that 42% of companies offer online chat as a means of customer service – up 12% on last year. Those who prefer to use the telephone can get through more quickly – with 90% of telephone calls being answered within ten seconds. Email support has improved too – with the number of emails responded to increasing from 60% in 2006 to 74% this year.
All of the casinos provided accurate information in online chat and email responses, and 98% of the telephone calls provided information that was accurate and complete.
There is still room for some improvement, however, as the study found that more than 90% of the companies examined do not offer an online knowledge base, and that only 33% of the calls answered were personalised.
Jon McNerney, the Vice-President of International Operations for Talisman commented that "While it is encouraging that the UK online gambling sector has significantly improved customer service in 2007, there is still huge scope for improvement."
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