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Customer Profile

Our client is one of the fastest-growing online gaming portals offering sports betting, online casinos, and online games for its users. With over a million unique monthly visitors, they are known for their security and top-of-the-line features for gamers. They are on an impeccable growth trajectory with last reported annual revenues of over 750 million making them the biggest player in the Asia region.

Business Challenge

The client’s focus geography is Asia and India was their primary marketing in the region. In India, their largest demographic was the youth living in cities and towns across the country with an interest in sports like cricket. During the initial growth phase and spurt brought on by heavy sponsorships, they had established customer service support for Hindi and English languages.

But with rampant growth, the client was facing the following challenges:

• Dwindling customer experience resulting in negative reviews
• Poor customer support adding to customer frustration
• A burning need for reliable customer support on channels like voice, chat, and email
• Availability of a partner with the right data security measures in place to deliver an exceptional customer experience

Samples of Negative Reviews highlighting Customer Service Challenges

Our Approach

As the business challenges highlighted above, dwindling customer service was the biggest concern for the client. Our team charted this project with the focus on two factors:

• The customer service attributes where the client’s team was not faring well, and
• The important customer experience metrics where the client was not performing well from a customer service quality standpoint

As a first step, our team performed an in-depth analysis of the customer service attributes the client was struggling with. This analysis was the major contributor to the creation of the right quality evaluation form for the client’s team to measure their service quality. Our team brought in our quality evaluation experts to understand the key parameters affecting the service quality and study the attributes thoroughly to suggest improvements.

Key Customer Service Attributes Studied

• Understanding Customer Query
• Empathy towards customer’s concern
• Hold Time
• Acknowledgment
• Solution centric approach

As the next step, the team did a thorough analysis of key customer experience metrics that were impacting the service quality. This study in identifying the ones that called for improvement and the right plan could be put in place for the same.

Targeted CX Metrics

• First Call Resolution (FCR)
• Average Hold Time (AHT)
• Average Handling Time
• Abandon Percentage

Once these analyses were completed, our quality improvement experts designed a new evaluation form that could impact the key service attributes positively for the client.

As the existing processes were fixed, the client needed support with several vernacular language customer support for their customers in India. Their prime focus was on the data security protocols implemented by the service provider (MK in this case). Their business requirements clearly emphasized the need for the right measures to ensure utmost protection to the sensitive information of their customers. Our team was able to design processes that upheld the robust data security measures needed for the client processes.

For setting up customer support in 5 vernacular languages, a team of more than 25 agents was set up for channels like voice, email, and chat. Our agents were trained on the right service attributes critical for delivering an optimal customer experience for the client. With the right evaluation processes and analytics, the team was deployed to handle customer queries across the channels.

Results Delivered (2 Months post Deployment)

Our team delivered excellent results for the client and the highlights of the project are as below:

Some of the key metrics tracked:

Next Steps

Currently, our team is working with the client in optimizing their overall customer service quality evaluations. The team will be employing InsightsPRO, our in-house interaction analytics tool to study the quality evaluations comprehensively.

More information on InsightsPRO at www.insightspro.io