SBC News Voice of the Sports Betting Industry
Quick problem resolution is the most important characteristic of the customer service provided by industry suppliers, while support for various payment systems is the key deciding factor for operators choosing an online casino platform.
Those were the key takeaways from a large-scale survey on customer satisfaction led by Kantar Ukraine on behalf of SOFTSWISS.
The survey was conducted from August until September 2021. The main objectives were to discover which characteristics are of most importance to clients, understand expectations and measure satisfaction with SOFTSWISS against competitor products.
On a scale of 1-10, with 1 being the least important and 10 the most, prompt response and quick problem resolution was the highest scoring customer service characteristic on 9.2, with help in making money (8.9), simple and quick communication (8.8), top-level service (8.8) and the opportunity to run a successful and profitable business (8.7) just behind.
Among the least important characteristics, the survey found, were the development of the entertainment and gambling industry (7.6), leading iGaming provider status (7.4) and the opportunity to get a positive effect on their image from cooperation (6.8).
Meanwhile, heading the five top reasons for choosing an online casino platform was the support for various payment systems (9.4). Making up the top five was financial reporting (9.0), bonus settings flexibility (8.8), payment systems management (8.7) and a variety of gaming providers (8.6).
Valentina Bagniya, Chief Marketing Officer at SOFTSWISS, said: “The secret to the success of any business or brand is understanding the needs and insights of its target audience. While planning this research, our primary objective was to find out the most relevant characteristics of products and services that influence client choice and loyalty.
“We also wanted to assess growth and improvement opportunities for SOFTSWISS. We are, surely, pleased with the results and the valuable insights gained. It is encouraging to see that our positioning is in line with the needs and expectations of our clients.”
For more insights from the survey, click HERE.
