How Novibet use EdgeTier as their real-time voice of the customer

Novibet is at the forefront of the online gaming industry, offering a range of products, from Sportsbook to casino and poker. As a company that prioritises innovation and customer satisfaction, Novibet needed a solution that could keep up with the fast-paced and highly competitive market of iGaming and provide a deep understanding of the voice of the customers.

Facing blindspots in monitoring and reporting customer interactions and relying heavily on manual quality assurance, Afroditi Pina, Director of Customer Service, and her colleague Marily Tgseka, who leads customer service operations, sought a monitoring tool that would not only capture what their customers were saying but, crucially, do so in real-time.

This is where EdgeTier came into play.

A quick snapshot of the impact EdgeTier has had for Novibet

• Savings equivalent to six full-time employees’ work in just six months.
• 100% visibility into what customers are saying.
• Optimised agent performance by identifying coaching opportunities otherwise overlooked.

 

Let’s take a look at how they did it.

The wide variety of customer contact reasons in the betting industry made it difficult to understand what was causing frustration or to identify pain points efficiently. It was also virtually impossible to know when unexpected issues were occurring, like website errors or outages. With countless unknown variables, it was impossible to detect anomalies, identify the root cause, and fully understand their impact.

Afroditi explained how this lack of visibility often meant that issues were only addressed after they had escalated, leading to dissatisfied customers and missed opportunities for improvement. “We needed a tool in place that would give us visibility to what the customers were talking about real-time and as close to live as it could get.” Manual reporting leaves room for errors and oversights, and relying solely on agents to understand when and why issues are occurring prevents the company from stopping an issue before it escalates.

The manual review process of agents was time-consuming, inconsistent, and relied on a small sample size, making it hard to pinpoint specific training needs for the customer support staff and missing problems hidden within interactions. This lack of visibility into what customers and agents are discussing can become a problem when it comes to concerning conversations, like responsible gaming. Marily wanted something that could easily categorise and flag interactions from all calls, tickets, chats, and emails –  clearly outlining what’s happening between an agent and customer and where agents need help.

Novibet found EdgeTier and implemented a solution that could provide real-time insights into customer interactions, agent quality assurance analysis, and actionable product insights.

After integrating and consolidating all of their support data, including their handling system with Zendesk, we set up automatic tagging of interactions based on the nature of contacts through EdgeTier Index. Novibet now receives alerts based on their custom tags, allowing them to detect patterns and trends to efficiently address the most pressing concerns. Marily told us how “Edgetier plays a crucial role in responsible gaming. By enabling immediate identification of any concerning conversation, the system ensures that all these communications alert immediately our safer gaming team, allowing them timely intervention.”

The EdgeTier Sonar feature monitors 100% of agent conversations and looks for anything out of the ordinary, regardless if the issue has been seen before as the system learns what is and isn’t “normal” based on previous customer reactions. With real-time issue detection, Afroditi and the team are alerted of any potential issues before they escalate. Not only does the system uncover unusual issues, but it also quantifies the size of the issue and breaks down what customers have been affected as well as what they are saying.

With EdgeTier Coach, we streamline the complete agent QA process with 100% coverage into agents’ conversations, providing the direction of where to look and what matters most, like negative customer sentiment or where an agent is saying the wrong thing. Instead of relying on manual spot checks and spreadsheets to evaluate agent performance, the team now has a clear picture of where agents need help, allowing them to provide targeted coaching. 

“We are constantly monitoring the contacts from our customers, and we provide feedback not only for the customer support division but also to the rest of the company, giving valuable input in terms of what we need to change in a product or what would work best.”

When first introduced, EdgeTier was a tool utilised specifically for customer support. However, over time, it became clear that the platform could offer significant value to other parts of the organisation. Now, members from the customer experience, product, and marketing teams have access to it. As a result, everyone has come to recognise EdgeTier as a direct source of valuable feedback on products, services, and any customer-related issues encountered daily.

Proactively addressing issues and tailoring responses based on customer sentiment has led to higher satisfaction rates and stronger customer loyalty. As Afroditi highlighted, “Having eyes and ears on what the customers are discussing gives you the opportunity to react fast and stay ahead of the competition.”

The ability to flag and monitor concerning behaviours ensures that Novibet maintains high standards of responsible gaming.

With automated analysis of agents’ conversations, the team now has a full picture of their team’s performance and pitfalls across every single customer service conversation. Afroditi talked to us about the benefit of scoring each conversation based on factors like handling time and overall sentiment, and also evaluating the sentiment from the agents’ side, which is crucial for the process.

For any customer-centric company, especially in the fiercely competitive online gaming world, Novibet’s journey with EdgeTier showcases the incredible impact of real-time insights and their positive influence on the wider business. Remarkably, the return on investment in just six months matches the cost of nearly six full-time employees. As Marily put it, “It has truly transformed the way we understand and engage with our customers.”

Ready to put your customer interaction data to work like Novibet? Reach out for a demo today.