New Jersey internet gambling operators must improve on customer satisfaction
News on 28 May 2014
News on 28 May 2014
A poll carried out among New Jersey online punters last week by Clarion Gaming has shown that an alarming number of respondents rated their experience as mediocre in terms of customer satisfaction.
And more than half of respondents (62 percent) felt that operators were too slow in addressing customer problems, giving operators only 5 out of a possible 10 in this category.
Jim Quigley, a spokesman for the GiGse Consumer Insights Group (CIG) formed to conduct the survey in February this year, commented that researchers were surprised at how poorly operators scored with customers when problems arose.
“The operators have all been in the online business via their experienced partners and to see that 88 percent of respondents answered 7 or less out of 10 is shocking’, said Quigley,
“The fact that 13 percent of respondents gave it a 1 and only 12 percent gave it 8 or better may be why so many people have signed up to play but now no longer play,” he added, referring to earlier survey conclusions that major New Jersey operators like Borgata and Caesars had 48 percent and 38 percent drop-out rates, respectively.
Under New Jersey law all customer call centres have relocated to New Jersey since April 1, 2014 in a move to improve services.
Fred Buro, a marketing specialist and member of the GiGse Consumer Insights Group, stressed the importance of a good customer experience in the online space, saying:
“Consumers in the online space deem “poor performance” of any website or online process unforgivable – and are not shy about demonstrating their frustrations with slow load times, poor content, payments processing problems, and sign-up hurdles, with a simple “click’ way to a competitor – they won’t come back, and they tell all their friends not to visit.
“Customer service works for you when you average 9 or better, and severely less against you when it is anything less”.
Jim Ryan, an experienced industry senior executive and CEO of Pala Interactive, commented on the CIG survey, saying that it showed that 64 percent of respondents were choosing unlicensed operators due to dissatisfaction with New Jersey’s licensed operators.
“The player journey is poor’, he said. “In my view this highlights a key problem with regulated sites – the issues with geo-location, KYC and payments have been a significant negative to the consumer.”
