Renowned UK bookmaker Betfred has overhauled its call centre technology to ensure adherence to evolving industry legislation.
Powered by Yorkshire-based Vapour Cloud in association with pure technology group (PTG), the new omnichannel platform – Höllr – will revolutionise the betting firm’s communication with customers.
When fully deployed it will encompass recordable voice, video, SMS, email and social media dialogue, with secure payment gateway for PCI DSS Level 1 compliance.
Elaborating on how the technology works, Vapour’s CEO Tim Mercer explains: “This really is a ‘next generation’ solution, particularly suitable for businesses with a B2C contact centre operation where security is a must.
“The call recording facility will automatically stop, for example, when a customer inputs their card details. The DTMF (Dual Tone Multiple Frequencies) tones will also be masked so that the operator hears only a flat sound, then as soon as the three-digit CVC code is inputted, the recording will immediately re-start. This ensures the safe processing of extremely sensitive data.”
With all communications set to be reportable, Betfred will now produce a host of call-related metrics that will drive performance improvements within the team. These statistics will include the number of calls missed and received, call sources, time and date stamps, and waiting durations. The flexibility of the platform will also allow Betfred employees to work from home, should they need to, for business continuity in the event of a disaster recovery scenario.
The phased six-month roll out follows an extensive three-month ‘proof of concept’ project, with a VIP team of Betfred beta-testers. Once fully operational within the 150-strong call centre in Wigan, the platform will be implemented throughout the full network of 1,700 UK shops, one by one thereafter.
Commenting on the project, Tim added: “Betfred has long prioritised the security of its customers details, but as cloud-based tech evolves so too do the opportunities to ensure even greater compliance. This is particularly important given the looming introduction of GDPR. The investment will also promote greater flexibility within the team, without any detriment to the customer experience.
“This is a fantastic contract for us to win and it is a testament to the technological capabilities of our platform, particularly because many other industry solutions couldn’t fulfil the compliance brief. It’s also a strong example of how we work with channel partners to deliver complex solutions that may otherwise be unattainable. The client benefits from a safe pair of hands and the partner expands their revenue potential.”
PTG’s sales director Gary Saunders elaborated: “This project is the result of a superb partnership between Betfred, pure technology group and Vapour, which has long focussed on the delivery of significant benefits for Betfred and its customers. It brings together expertise in multiple disciplines to totally transform the organisation’s approach to communications.”
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