It's no rocket science that the world today is moving at a supremely fast pace, in terms of providing information at your fingertips. Gone are the days when one had to wait for days before they heard back on their mail inquiries. Today, ‘Google Search‘, ‘FAQs‘, and ‘smartphones‘ are terms even your kids have heard about – these have certainly reduced the time to access generic information to a matter of seconds – which is why mobile casinos these days are attempting to answer player's live queries within minutes, or e-mail queries in a couple of hours. The motto of the mobile casino player has conveniently moved towards: “Well, you better be proving your mettle better than your competitors, yeah?” Nobody is patient enough to wait a minute longer than the time it takes for them to figure things out themselves – why would they?
What does a good customer service achieve?
A good customer service is a great way to ensure that the customer is not put off by the legal jargon that often accompanies the bulk of information on the mobile casino website. Customer service offers an option to ping someone who works for the casino, and ask a quick question.
Excerpts from my chat with a well-known mobile casino operator (let's keep their name anonymous for obvious privacy reasons – we'll call them “cust_rep” for now).
cust_rep: Hi Nayana! How may I help you today?
me: Hi… I've a quick query about welcome bonuses. I understand that you'll give me a deposit match depending on how much I deposit. So, if I have £20 + £20 to play with, can I not withdraw until I have played for £40?
cust_rep: Thank you for your query, Nayana. That is correct. You'll not be able to withdraw part of your welcome bonus but you keep what you win. Does that make sense at all?
me: Yes thanks, so essentially I MUST lose £20; only then I get to keep what I win??
cust_rep: It's not a bad deal at all! In this case, you're actually playing for £40 but spending only £20. If you decide so, you could spend £100 and get another £100 to play with, or you could play with £10, and get a £10. So you have nothing to lose, if I may so say.
me: I know, thanks! I was just worried that I can't change my mind once I make that first deposit. What if I don't want to play anymore? I can't withdraw, can I?
cust_rep: I understand your concern, Nayana.However, I assure you that you'll find some good games on our site. Why not utilise your sign-up bonus and actually try some of our games?That way, you'll be assured that you're playing on a great site. We have a whopping 98% payout too.
The only flip-side with the customer service these days is that most customer representatives are often too busy to entertain you for very long; you may also experience a surge of urgency in closing your request, and a tendency to move on to the next customer in the virtual queue – unlike a physical store where you can definitely take extra time to understand what's in the deal for you.
What are the Customer Service options on Mobile Casinos?
From mFortune's detailed FAQ to Casumo mobile casino's Live Chat, mobile casinos have gone all the way to ensure that their customers have access to the information they need. Due to UK Gambling regulations laws, all casinos must state a working telephone number and an e-mail address on their site, so these are the basic options available on any UK casino with a valid licence. Then there are contact forms and a whole bunch of technical support material available on most recent casinos.
In my experience, larger casino operators like Paddy Power and William Hill – who are also into other online gambling categories like sports betting – are known to pay lesser attention to customer service on their mobile casino and slots segments. The information they supply is thoroughly professional and refined though; it's the speed of query resolution that keeps these casinos from making you feel truly special.
Relatively niche mobile-only casinos like mFortune win hands down in this regard – they take extra efforts to make sure you play at their site, and also sometimes direct you to useful information that you originally hadn't even requested for.
We strongly recommend that players test the customer service options before depositing money and playing games on a mobile casino.
Sending relevant information to players via SMS
Mobile-only casinos also frequently interact with their customers via SMSes, especially when the player happens to drop out of a standard ‘sign-up – deposit – play‘ workflow. Although it's creepy for me that a mobile operator is following me very closely, it's good to know that it's an automated system really, and that I can opt out at any time!
Here's the kind of SMSes that you can expect from a mobile casino you've registered with:
– Hi <username>, thank you for registering at casino <X>! How about making a first deposit up to £100 and getting another £100 to play with? Click the link below to deposit now!
– Hi <username>, seems like you had trouble installing <Y> app on your Android device? Click this link and try again, or text HELP to <some_number> and we will give you a call.
– One lucky player just won a £300K jackpot from a £1 stake!! How lucky can you get? Click to play now!!
Bulk messaging via Facebook, Twitter, and other social media
Fortunately or unfortunately, people are ‘Facebooking' and ‘Tweeting' all the time, so unconventional customer service on the casinos' Facebook and Twitter accounts serve a large customer base in a single post. Apparently, Facebook can be more than just your regular virtual social hangout; there's a serious side to it a.k.a ‘Facebook for Business‘!
You'll instantaneously know when the mobile casino site is being updated; or maintenance activities carried out; or even any temporary issues with players' accounts if they resort to such a public forum for complaints. Besides, you also have access to all the usual social media advertising gimmicks too:
– Tag 5 of your friends and get 1 quid extra to play with!
– Like and share our update on your wall. One lucky winner gets a lucrative thing!
– Tag your Valentine and play for <X> amount for a chance to win a free trip to Las Vegas!
– Tweet about us for a chance to win an iPad
– Play our bingo game with your Mum on Mother's Day, and there's a good chance your father might cook meals for you on the day!
I must admit that I've never been a big fan of ‘liking', ‘sharing', or ‘re-tweeting' updates like these, but I do acknowledge that some deals are just too hard to let go; and may be you're not as cynical as I am, so you see perfect sense in doing what's being said. Not long before did I hear this from a friend: “Okay I know I'm just posting a load of junk on my wall / page, but dude this is for half a grand at <X> casino. Make me rich!”
Here's a list of top 5 android casinos on Facebook – trust us when we say that they're doing way better than the regular antics we've come across probably about a hundred times by now.
Poor Customer Service leads to a downfall of the site
No shocking discovery again – no one likes to stick around a bad service provider for too long! On one hand, your site popularity and trust grow with better customer service, and on the other, a lousy service tends to shoo away your regular players too.
Quick service is the best service because when it comes to money matters, customers can fret at the slightest delay in bank transactions.
Great communication with customers can also keep in check players' tendencies to complain to a higher authority like the Gambling Commission, thereby ensuring a smoother resolution without loss of your reputation.
Which casinos operators provide good customer service?
Without a doubt, William Hill and Paddy Power have been our top favourites; they have all the qualities you'd expect in an ideal customer service unit: efficient query stacking, expert domain knowledge, and speedy resolution time.
mFortune and other casinos were our shortlisted candidates for the EGR 2013 gaming awards' Customer Service segment; however, the winner was Gamesys, a group that provides complete operation solutions to several casino operators in Europe. If you're remotely interested, Gamesys are currently recruiting chat operators for their clients.