Online Gaming Sites in UK See Customer Service Improve Moderately

Customer service in any profession is key to a business. When dealing with other people's money, it is important that customer service be available at all times. Online sites are being scrutinized over their lack of customer service.

In the UK, an audit has been conducted trying to figure out how good the customer service is for online gaming operators. The audit revealed that while customer service is improving, there is still much to be desired.

In the years 2006 to 2007, the industry has improved their customer service by paying more attention to being accurate in their answers to people's questions. They also have enhanced their ability to online chat in solving problems.

The area where much improvement is still needed is on the telephone. While people are becoming more reliant on using the Internet as a form of communication, people still prefer live talk.

The personalization of the phone calls that were taken in customer service is an area that needs to be improved, according to the audit. Only eight percent of the telephone calls that were taken, were personalized, not a good number.

"While it is encouraging that the UK online gambling sector has significantly improved customer service in 2007 there is still huge scope for improvement. In a growing, competitive market customer acquisition and retention is key," said Jon McNerney, Talisma's Vice President of International Operations.

Talisma is the group that independently performed the audit. Jon McNerney went on to say, "UK gambling websites have a global customer base that wants easy access to information and immediate responses to enquiries, particularly when their money is quite literally at stake."