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Scaling to Support Customers Across Brands

Intouch Games launched its first mobile casino games in 2006. Today, the company employs more than 400 people, working across 7 brands, offering hundreds of games, which are enjoyed by more than 4 million players. Their goal was to automate a percentage of live chat inquiries in an effort to alleviate pressure on their agents during peaks in traffic. This would also allow them to scale and ensure that they continue to offer customers support around the clock, especially as they added more brands.

“In an average month, our customer service team handles around 60,000 queries via live chat. We needed to find a way to rapidly scale to support any increases in traffic.”

Lee Willis, Head of UK Customer Services, Intouch Games Automating Customer Service Requests 1

Intouch Games Chooses ServisBOT

Intouch Games developed its own live chat system, so the chosen provider had to be able to integrate seamlessly with this and other back-office systems. The ability to support customers on mobile devices as well as desktops was also vital. They researched 5 different vendors but were impressed with the work that ServisBOT had done with the AA Ireland. They were particularly attracted by the versatility of the platform as well as the straightforward pricing model. The ServisBOT team was also very helpful in answering their questions.

“It’s very flexible. We really liked the fact that ServisBOT’s platform could be used to create a single bot to serve all of our brands, across all channels, removing the burden of managing multiple bots.”

Harriet Grant, Head of People and Services, Intouch Games Automating Customer Service Requests 2

The Bot Handles Most Common Queries

Topics were identified and used to train the chatbot with the aim of automating the most repetitive queries. Menu options included prompts to get more information on topics like bonuses, wagering, request for verification of ID, and information on marketing preferences. The integration between ServisBOT and Intouch Games’ in-house live chat system went smoothly, requiring just a small amount of coding.

After building the bot and successfully automating responses to players’ most common queries on the first brand, a staged deployment took place across the other six brands.

The chatbot is only offered to customers who are logged into their account and provides an option for customers to continue their conversation with a live chat agent if their query is not successfully resolved by the AI bot.

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“Despite adding a further new brand, and a subsequent increase in contacts, our live support queue times have continued to meet target. This has been significantly impacted by the 28% of queries that do not reach our agents, because the bot is resolving them”

Harriet Grant, Head of People and Services, Intouch Games

28% Automation Alleviates Agent Pressure

In the first 90 days of the bot being live, approximately 92,000 customers engaged, of which 28% did not require escalation to the contact center team. Of those that rated the bot, one third gave it a 5-star rating.

Agents have also been on board with the bot as it makes their lives a lot easier. With less time spent responding to repetitive, simple queries they can now help players with more complicated and unique issues. 

“The chatbot is doing its job, the reduction in the volume of live chats was instantaneous. By mid-December, just over a month after all brands were launched, we were experiencing a 28% reduction in the volume of live chat inquiries needing to be handled by the contact centre team.” 

Lee Willis, Head of UK Customer Services, Intouch Games

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