BETTER CHANGE
Putting the
customer at the heart of all we do
Better Change founder, Victoria Reed, prepares for a year full of change, challenges, triumphs and setbacks.
A 34 FEBRUARY 2024
s always, the year in our industry promises to be an eventful one full of change, challenges, triumphs and setbacks, but as we knuckle down to work after the festive period I would like to remind everyone of one constant that our industry needs
and always will need to survive and that is the customer. It sounds obvious that we should put the customer first, after
all they are the ones that put the money into our business through their custom and ultimately, they are the ones that decide whether our businesses succeed or fail either by choosing not to play or by reputational damage caused by a bad customer experience and the presence of gambling harm. We put measures in place to protect against this of course but
there is plenty of evidence that the motivation to take this action is often born out of a fear of consequence from regulatory bodies or the promise of riches through the perpetual merry go round of acquisitions, takeovers and mergers. You only have to look at cases where brand identity and the feel of an organisation changes as they become part of a bigger company or when policies that impose restrictive measures are implemented as part of a regulatory process. Your customers notice this! A prime example being the fact that in the UK the proposed financial risk assessments recommended in the gambling act review will be debated in parliament following a submission of a petition from the public opposing the plans that gained over 100,000 signatures.
We don’t always get this feedback from the public and I believe
the UK government as well as the gambling industry would be well advised to take a keen interest in the debate. This is natural of course in business and many different
sectors around the world face the same challenges. We cannot stand still, the needs of our customers, politics and society along with a whole raft of other factors are continually evolving and it will always be the case that those who are agile and adapt to the changing landscape the best will be the most successful.
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