Rank Digital: High stakes customer service
ccessing skills and flexibility to deliver exceptional customer experiences
Ability to differentiate through consistent, high quality customer service
Empathetic, experienced agents
Low staff attrition
Compliance with gaming industry regulations
Cost-effective extended opening hours 7/7
From toe in the water to established partner
Initially contracted in 2012 to deliver a series of short-term tactical marketing
campaigns across the group’s brand portfolio, Sensée
now provides Rank Digital with the skills
and flexibility they need to support a rapidly growing digital business.
Customer service is very important to Rank Digital’s
customer base. The company knew that homeworking
was a much better option than the well-trodden path of offshoring as it would deliver
both cost savings in line with those achievable via offshore and significant customer experience improvements.
In early 2013, Rank Digital introduced a new
quality management system and continues to maintain a ruthless focus on the KPIs
that make the biggest impact. The group closely tracks key qualitative and quantitative
measures – from customer satisfaction to soft skills, adapting style and issue resolution
that deliver great experiences – that have been proven to drive the most positive
business outcomes. The operations of both Rank Digital
and Sensée are managed in line with these
areas of focus, and in addition, the companies collaborate extremely closely on
everything from recruitment to agent training and performance management.
"Today, over 35 HomeAgents provide frontline customer service across
both Mecca Bingo and Grosvenor Casino. The Sensée team works alongside our own in-house
team, giving us flexibility and resilient, high performance customer service capability
during unsocial hours and weekends," explains Jennifer Fraser,
Head of Contact Centre.
In an increasingly digital age, Rank Digital is
building on these solid foundations and making significant, strategic investments
to deliver the best gaming platform and mass customisation for the customer base.
The human touch in a digital age
Despite an uptake in self-service and an openness to digital channels, there will always
be times when customers call the contact centre
and when they do, their customer service expectations will be high and their desire for
resolution more urgent. The same high expectations also apply when an organisation wants
to make contact with a customer - particularly in the case of Mecca bingo
customers. These customers value the close relationship they have with their preferred
gaming brand and particularly prize an agent’s ability to deliver a customised experience.
Unrestricted by the recruitment catchment area limitations of traditional bricks and mortar
contact centre operations, Sensée
is able to secure the best agents to relate to Rank Digital’s customers.
Sensée's proprietary and entirely virtual recruitment model
means that the company only secures home agents that
have a strong interest in bingo and casinos and that
live in the vicinity of the bingo/casino sites. As
part of their induction, each home agent visits and
registers with their local Mecca Bingo club so that
they are able to experience things from the customer’s point of view and ultimately provide
local support. Home agents only contact customers from
their local area, which means – above and beyond regional accent matching – that they are able
to build empathy with customers thanks to detailed local knowledge, before capturing feedback
and/or presenting relevant new promotions when it is appropriate to do so.
In addition to its focused KPIs, Rank Digital operates
within a tightly regulated industry. For this reason, the company is also keenly focused on complying
with industry regulations and greatly values Sensée’s ability
to deliver compliant processes and customer interactions.
The best of both worlds
As with any growing business, the market context can change quickly, which can have a knock-on
effect on resourcing and relevant skill sets. In every case, Sensée
has helped Rank Digital rise to the challenge, by
supplementing their own resources or cutting their cloth in line with customer demand.
Sensée’s ability to secure and enable the right people for the
job is second to none. "At Rank, we judge the effectiveness of recruitment by the
calibre of the people that are employed, their 'speed to competence', and staff attrition levels.
Customer service is a strategic priority for us, and Sensée secures excellent agents - without the
constraints of traditional geographic limitations. This support enables us to deliver the top quality
experiences our customer base deserves, with effective retention from the outset and over the longer term".
"In short, if the ground shifts, Sensée moves with us; they are great. There are an
awful lot of outsourcers in my experience that don’t dedicate agents to a specific account, which in
my opinion, means that they wouldn’t ‘get’ our customers and treat them the way we do. Sensée totally
understands us and our customers. And very importantly, they are ethical and support the Rank belief
of providing rewarding careers and security to employees," shares Jennifer.
"In summary, it would be fair to say that Sensée gives us unprecedented levels of
agility thanks to a highly performing, flexible workforce. They recruit the right people easily,
they’re happy due to their work life balance, which in turn means our customers are happy. And of
course, this means that we maintain the level of customer service that we strive for as a business,”
About Rank Digital
Rank Digital is an on-line gaming business, principally comprising
Rank Digital’s primary market is Great Britain, although it also
provides gaming websites in Spain and Belgium. Rank Group has been
entertaining Britain since 1937, from its origins in motion pictures to today's gaming based entertainment
brands. The Group has remained true to its founding mission to make life better by bringing people together
for fun and entertainment. Rank has won a number of industry awards, most recently
‘best online bingo operator – Mecca’ and
‘Land based socially responsible operator – Rank Group’.
Sensée unlocks significant benefits
by transforming the way companies work.
Our multi-channel customer management services, delivered by highly skilled
home agents, give our clients unprecedented
agility to respond to rapidly
changing market conditions, significant operational cost reductions and
exceptionally high levels of customer satisfaction. The leading homeworking
outsourcer, Sensée employs c. 700 home agents
to serve a prestigious client
base that includes
RAC and Rank Digital.