BETTER CHANGE


When Customer Interactions Go Wrong


Better Change’s Founder, Victoria Reed, highlights the potentially disastrous consequences of poor customer interactions.


G 36 FEBRUARY 2023


ambling operators have a duty to prevent gambling harm. This means they need to do all they can to identify those at risk of, or who currently are experiencing gambling-related harms. They must interact with those players who


they identify as at risk to promote safer gambling and finally, they must constantly evaluate their identification and interaction strategies. Failure to do any of this will almost certainly end in regulatory sanctions being imposed and reputational damage. Promoting Positive Play isn’t just our tagline, it’s at the heart


of everything we do at Better Change and so that means a large proportion of our resources are spent focusing on ways to improve customer interactions for both the player and the operator. One of the main motivations we had for starting Better Change


back in 2020 was down to the frustration we’d experienced while working for operators in terms of the lack of interactions happening at some vital points in the customer lifecycle (such as those players returning after a period of self-exclusion) as well as often having some of the most junior staff in the organisation responsible for making those interactions.


Failure to intervene with an at-risk player not only leaves an


operator’s licence in a vulnerable position but could also lead to disastrous consequences for the player. Considering this, you would think it would be an area of priority for operators but in our experience, there is definite room for improvement. So where is an operator meant to start? Generally, most


responsible operators will make an effort to identify their at-risk players and act accordingly. This is usually via internal methods such as in-house reports and the implementation of third-party solutions such as Future Anthem or Mindway AI. We’ve seen marketing teams tailor their communications to the player’s level of risk while also ensuring that positive, informative, and supportive messaging is always available to all players. We’ve seen dedicated safer gambling teams created in some of the larger operators with some others providing interaction and harm prevention training to all customer facing staff. While this is commendable and vital, we still believe there are certain points in the player lifecycle where more needs to be done. There are several pathways available to players who have


reached crisis point with their gambling, but very little exists to support players at the earlier stages of gambling harm.


Photo Credit: Charanjeet Dhiman


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