An Inside Look at Sportsbet's Customer Operations

An article written by Bo Leighton, Learning & Quality Supervisor

What Customer Ops at Sportsbet Is All About

In a nutshell, Sportsbet’s Customer Operations department is the frontline for all of our interaction with our customers. My role is to essentially develop and empower our people, working closely with managers across the business to identify ways we can upskill and support everyone who serves customers. That spans everyone from our Contact Centre staff to our Payments, Customer Excellence, Learning and Quality, Workforce Management and Robot Programming Automation teams.

The common goal is to give our customers the best experience possible. We also manage the company’s compliance obligations, continuously refreshing our documentation and implementing new processes to make sure we’re meeting and exceeding all of our obligatory requirements.

A quick breakdown of Customer Ops

In a business like Sportsbet, whose customer base keeps on growing (2.1 million active customers in 2021!), it’s important to maintain our outstanding reputation. As such, our Customer Operations department is made up of the following:

●?????Workforce Management (WFM), who ensure we’re adequately staffed at all times

●?????Learning and Quality, who coach our reps, ensuring they’re trained properly and given development opportunities

●?????Contact Centre, who handle direct customer contact, provide them with efficient and effective resolutions for any issues and build trust and relationships with them.

●?????Payments, who focus on creating a smooth transaction experience for customers, as well as monitoring our payment gateways - who doesn’t love getting their winnings promptly?

●?????Customer Excellence, who investigate insights from our customer base to implement even easier, self-sufficient customer journeys. For example, they just launched a chatbot that helps customers with queries

●?????And finally, our Robot Programming Automation (RPA) team, who work on creating bots that can take over tedious tasks from our operators

Running Sportsbet is a true team sport

Everything at Sportsbet is a team sport. There’s a lot of networking and collaboration between departments to ensure all staff are adequately trained, that there are smooth transitions into new products and processes, and that any learning gaps or customer experience improvements are addressed.

As an example, the Customer Experience team recently implemented an improvement in the customer journey by changing the way we complete New Joins?and letting customers sign up using their email addresses. They worked closely with RPA and Learning and Quality to ensure all staff understood the change, were trained on the new processes and procedures and that there was appropriate documentation for compliance.

Awesome projects

I was originally hired at Sportsbet as a Customer Service Advisor placing phone bets in Darwin.?I then upskilled to handle customer and account enquiries. Throughout, I’ve been fortunate enough to be part of amazing projects, like ‘Next Gen’, which stands out as a favourite.

I got to develop an initiative project to support the customer journey whilst being connected to a mentor. The aim was to reinvent the way we rewarded and recognised our customers, giving them experience and memories they’d never forget rather than bonus bets. We ended up surprising customers with complementary NBL tickets and later, NRL. It was a huge hit.

I’ve also been able to become a subject matter expert in Customer Service, complete my Cert IV in Training and Assessment to become a senior Learning and Quality specialist, attended external workshops in leadership, first aid and mental health, and overall picked up a wide variety of lifelong skills and lessons I’ll use forever.

But aside from all that, I’d have to say the best thing of all about working at Sportsbet is the culture and the people. We love to have a laugh, a knock-off Friday bevvy together, a big, fun, themed event, and just support each other both personally and professionally. It’s an awesome place to work!

Keen to join us? Check out the latest job opportunities at Sportsbet here.