Case Study: Betfred Upgrades Call Recording

Betfred have upgraded their call recording technology with help from Business Systems.

The Client

Betfred is the world’s largest owner-operator bookmaker. A significant proportion of bets are still placed over the phone during popular sporting events, including the Grand National, Wimbledon and the Football World Cup.

Tasked with handling these calls, Betfred’s 150-seat contact centre based in Wigan deals with 50,000 inbound calls a week.

The Problem

Telephone bets are regularly being placed by some of Betfred’s most loyal customers, who have been with the company for twenty years or more. Maintaining excellent customer service therefore is a key business driver for the contact centre agents, who are assisted by a customer service team in Warrington.

Prior to the implementation, listening back and retrieving calls was an onerous process for Betfred, with calls having to be archived onto a disk every four weeks. Any customer or regulatory query involved an extremely time-consuming and labour-intensive process to retrieve a call.

The Solution

Having previously appointed Business Systems (UK) Ltd to support their Wordnet recorders, they once again selected them as a strategic partner to implement the Red Box Recorders Quantify solution.

A reliable and easy-to-use call recording system was essential for the organisation, which is regulated by third parties, including the Gambling Commission, who can carry out spot checks and request to listen to calls at any given time.

With the implementation of the Red Box Recorders Quantify product, retrieving calls is now a simple and efficient process.

“When a customer query now occurs, finding and playing back the call couldn’t be simpler,” said Cheryl King, Head of Call Centre Operations at Betfred. “Instead of telling the customer ‘we have to get back to you on that’, we can now instantly deal with the query as and when it happens”.

As a company regularly taking customer banking details over the phone and with different means for customers to pay, including debit and credit card payments, ensuring PCI DSS compliance was an absolute must for Betfred, who are committed to meeting their compliance obligations.

Dealing with the pressure of some bets having to be placed in a matter of seconds during a call, particularly when a live race or event is in progress, call recording is also used as part of a continuous programme of improvement to train and coach the team in how best to handle the influx of inbound calls coming through.

For more information about Business Systems, visit their website.