‘Companies that listen to their customers are likely to grow 10x faster,’ ‘Customer feedback is vital,’ ‘The customer is always right,’ or ‘You cannot afford to ignore the feedback of your customers.’ These are terms that are widely used on the internet as far as customer satisfaction is concerned.
The truth of the matter is that customer feedback is an essential aspect of any organization as it gives the marketing and management teams insights into every aspect of the company. This will help the organization pump more money into marketing or cut expenditures depending on the feedback received. Given the importance of this aspect, this article looks at how the online casino industry can use customer feedback to improve their support services.
Customer Feedback: What Is It?
Customer feedback is information or data from customers regarding the quality of the services they receive. Players contact the support team through multiple channels and air their issues in hopes of getting the necessary help. Depending on the quality of help they receive, they can rate the support agent through the casino or leave a review on the internet for other players to read.
Player feedback cuts across all areas of online gambling. As long as you are not satisfied with the service delivered or the services don’t conform to the terms and conditions, you can file a complaint with the support team.
So, if the casino promised, say, Verde Casino 25 euro no deposit bonus, and you sign up because of this offer. Yet the casino fails to deliver it as promised, you have the right to raise a complaint with the support team. If no necessary step is taken to resolve your issue, you can escalate it further by leaving a comment online.
Why Customer Feedback Is Important
Customer feedback is important to any organization. While there are many reasons why the company should pay close attention to their customer’s feedback, these stand out as the most important ones in the online casino industry:
- It fosters brand loyalty. Actively seeking the player’s feedback creates some sort of relationship. This makes the gaming session and using the product more personal.
- It helps the casino acquire new players. What is the first thing a player will do before signing up with a brand? Read reviews written by other players who have tried the product. Therefore, a brand with a stellar review in terms of customer support delivery will most likely get more new players.
- Negative feedback is good feedback. Genuinely unhappy players are a big asset to any online casino. For example, a player who is unhappy with the loading times of the casino’s page can make a passive comment on a social media post about their experience. A casino with customer support agents focused on the social media section will see and tackle this.
- Positive customer feedback helps generate positive reviews. This is still the oldest trick in the book of marketing, where word of mouth helps promote the brand more than the other reviews. If a player sees a brand that has many positive customer support reviews, they are more likely to sign up with it than one with shabby ones.
How Can a Casino Use Customer Feedback to Improve Its Product?
How will customer feedback help an online casino improve its product? Of course, by focusing on improving what the customers don’t like in the first place, they are more likely going to get more players. Here are a few ways the online casino can use customer feedback to improve its product:
- It helps measure the satisfaction of the customers. The best way an online casino will identify what its players want is by listening to their player’s complaints. Players want their issues heard and addressed in the best way possible. It’s not a must to get an instant solution, but it will help to know the casino put some effort into improving on their complaint.
- It helps improve the product and offering. Using the example above, where a player passively complained about the loading times of a certain page, the online casino will specifically ask its IT team to investigate the problem. If, indeed, there is a problem in the category, it will work to resolve the problem accordingly. In fact, it can save money in the process by not involving a QA specialist.
- Customize services for different groups of players. By identifying issues that are affecting their players, an online casino can come up with a solution targeting a group of players. For instance, if players fail to claim a popular promotion that was advertised by the casino, the brand can re-launch the campaign and send tailored emails to the complaining players. If there is a problem loading a roulette game, the casino can refund the lost bets due to the glitch and give a few bonuses to accompany the refund.
Addressing the player’s feedback is a powerful tool for helping an online casino grow. It helps the casino understand the players’ feelings and thoughts about their brand and make necessary changes to accommodate them.
