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A Complete Transformation of CX Strategy in Customer Services

Mecca Bingo and Grosvenor Casinos are iconic British brands that originated in the 1960s and are now both owned by the Rank Group, which has become a leading global gaming business across a network of venues, online and through mobile apps.

Mecca Bingo and Grosvenor Casinos in 2019

Entertainment is a competitive business, and the organisation has fully taken on board Gartner's advice that customer experience (CX) is the new marketing battlefield. In fact, according to Gartner, within two years' time, 81% of companies expect to be competing mostly or completely on the basis of CX.

Significant investments have been made in a brand-new customer solutions hub in Sheffield, with an over-riding goal to deliver a consistently high level of Customer Service and Experience. Of course, it's not just phone calls coming in and out of the contact centre, customers now also engage via email, live chat and social media.

Engaging customers in the Mecca Bingo and Grosvenor Casinos brands

Customers are actively encouraged to make contact, and as a result, many of the traditional contact centre metrics have been completely turned on their head. For instance, there are no metrics around reducing call length or speeding up transactions. Rather, the company ensures that agents get the balance right between performance, behaviours and adherence to the company values. It's all about engaging with the customer, building rapport and developing an ongoing relationship.

Measuring Customer Experience through Service

This unique approach to running a contact centre requires a completely different set of management metrics. The company quickly realised that measuring agent behaviours is a key part of delivering the high levels of CX expected when a customer contacts them at the Customer Solutions Hub. A NewVoiceMedia tool called 'Conversation Analyzer' was deployed that uses speech analytics to automate the process of analysing the content of calls. Rather than poring through hours and hours of call recordings, supervisors can now quickly find the top performing calls so they can share best practices amongst agents. Similarly, they can identify calls that don't quite make the grade and work with those agents for continuous improvement.

The breakthrough was in discovering that agent behaviour was only part of the solution to delivering exceptional CX within the Customer Solutions Hub. They also had access to a VoC tool called 'Rant&Rave' that measures customer sentiment. This combination of agent behaviour and customer sentiment is the 'secret sauce' for great CX through service. An agent displaying all the best behaviours, combined with the customer rating the interaction as highly positive is what delivers breakthrough CX.

Future vision

The company continues to invest heavily in CX and its customer solutions hub. Plans are afoot to deliver a full 360-degree view of each customer; enhancements are being made to management information and investigations are underway to incorporate AI and robotics into the mix.

See how Rank Group uses Conversation Analyser to create accurate scorecards to rate customer conversations.

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The Rank Group has a dedicated responsible gambling website and also supports

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