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Readers Choice Awards
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Best Casino Customer Service: Littlewoods
Bruce Martin, Head of Operations Casino and Poker, Littlewoods
What sets Littlewoods apart from the competition?
For a start, Littlewoods Gaming/Sportech PLC is the operator of the oldest football gaming business and one of UK's leading gaming companies. We are in touch with our customers and this is part of the company’s culture – remember we still collect our weekly football coupons door-to-door!
We are a UK-focused brand and therefore understand the needs of our customers, so nothing is lost in translation and we always ensure the use of the most up-to-date technology. If this is not available in-house, we strive to partner with industry leaders in order to provide a product of the highest possible standard.
What has been the company’s biggest breakthrough in 2009?
We have had a number of successes this year, not least picking up this award from Gambling readers.
We are proud to have developed the most successful Poker Pro Team in Europe, with Tony Cascarino winning an unrivalled second GUKPT title and earning over £168K at 2009’s Grand Final, Michael Greco cashing in his last six major tournaments – including a third-placed finish in the $1,000 NLHE event at this year’s WSOP worth $250K – and Marc Goodwin, who finished runner-up at the PokerStars EPT Barcelona for more than €500,000.
We have also proudly overseen the launch of new Game On brand which includes bingo, quickplay, casino and poker. This will allow us to penetrate new markets in the coming years where we will be able to bring customers the experience, trust and knowledge of the Littlewoods Gaming brand.
What has been the biggest hurdle you’ve had to overcome?
I think that like everyone in the industry, we have suffered from the economic downturn, which presented us with several major hurdles. However, our continued efforts to retain our customers have proven very successful this year. We have been innovative and that, combined with our years of experience, has enabled us to achieve a very good level of customer retention.
As much as you can disclose, what milestones are you striving for in 2010?
I will remain silent on this subject at the moment, but rest assured that we have a few surprises for the coming year!
Having finished runner-up in this category last year, how will your customer service team go about retaining their title in 2010?
By continuing to recruit the highest level of customer service representatives and by training and developing our front-line people to provide real time, personalised assistance for any issue, be it related to our games, software, payment methods or our social responsibility to customers.
We will also strive to listen to customers to identify habits and expectations and use this feedback to improve and do what we already do well even better, while at the same time offering rewards and promotions in line with each customer’s preference to enhance their overall gaming experience.
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