UK sports betting and igaming operator Betfred has signed a £1m deal with Yorkshire-based technology group Vapour Cloud.
The betting firm has invested in Vapour’s omni-channel platform Höllr, as part of an extensive project to overhaul its call centre infrastructure.
The solution will, when it is fully deployed, encompass recordable voice, video, SMS, email and social media dialogue. A secure payment gateway – compliant to PCI DSS* Level 1 – will also ensure adherence to industry legislation.
Vapour’s CEO Tim Mercer said: “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 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.
Betfred’s head of customer services Mark Hilton said: “We are delighted to secure a deal with Vapour Cloud, which will greatly improve the customer experience and make us even more efficient.”
