Good customer service can remain memorable and reinforce a company’s positive image even years after the event. Online casino companies need to prove their worth on many different fronts, but customer support is one of the most vital features of any service industry, and online casinos are no different.
Although some platforms might focus on having a great gaming library or welcome bonuses and promotions that can put them ahead of their competitors, getting customer service right is one of the basics that can sometimes get overlooked. Some online casinos are on the other end of the scale, though; they emphasize ensuring that their customer service is the component that sets them apart, and they’re the ones we will be looking at today.
How important is customer service in casino gaming?
Ideally, you don’t want to have to contact a customer service department at all — in theory. Some analysts will argue that using a platform where you don’t need to speak to a customer support team is better than using a platform with good customer support.
While we can see this argument to some extent, you don’t always need to contact the customer support team due to a pressing issue. You might be looking to ask questions about a game, verify information about a promotion, or clarify something you’ve read in the terms and conditions, or you could have a query about the mobile app.
Casino reviewers and experts who analyze the minute details within the industry place a lot more emphasis on customer service; they rank it among the most important variables when evaluating the main positives of a new provider. Given that these reviewers have such expertise in the field and still place so much importance on customer service, this should indicate its importance. Review sites such as newcasinos.com explore whether a site has a number of options, including:
- A phone number and, ideally, a 24/7 option.
- Live chat rather than just AI, with humans to speak to. Although AI is improving in this regard.
- E-mail support and a structured complaint process.
- Whether the site adheres to the local legislation framework by the overseeing body, this differs all over the world, ranging from the Philippine Amusement and Gaming Corporation (PAGCOR) in the Philippines, to a local, provincial and statewide legislation in the likes of the US and Canada which is overseen at a federal level.
- Social media accounts that respond quickly, either via DM or comment reply.
Our picks
Here are some new casinos offering a wide selection of customer support options. To be on the safe side and add more weight to our opinion, we tried them and spoke to them through several of their customer service options.
More recognizable names like BetMGM have had longstanding and multi-faceted customer service desks for over 10 years, ushering in their experience in the land-based sector and mirroring it online. Naturally, this means that newer casinos fall under the spotlight, and they are required to meet the standards that the revered names have for over a decade.
As more casinos explore revolutionary technological ideas like AI, cryptocurrencies, and VR, customer service teams must be equipped to handle any type of query, whether generic or complex.
SpinFever
Truthfully, it’d be a challenge to find a casino that has subpar customer support. In a global industry, those that don’t at least meet the basic benchmark, encompassing at least two of the bullet points we touched on in the last section, are already off on the wrong footing. New casinos like SpinFever understand the importance of good customer service support, and their 24/7 team is available via e-mail and live chat.
Red Dice
Another new provider making waves in the industry is Red Dice. While there’s more to them than their customer support, they also have a 24/7 live chat and e-mail option. Despite only launching in 2023, the Estonian-based provider is picking up momentum, and without a good customer support angle, this would not be possible.
Pub Casino
Pub Casino launched last year, aiming to enter the expansive and highly competitive online slot world. Their 24/7 customer support helped us with basic registration queries and more detailed questions about specific terms in their welcome promotions. They responded to our e-mail within a few minutes and the live chat option was available straight away.
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Final thoughts
Good customer service isn’t just about offering several different options or being easily contactable. Clearly, this plays a part, but efficiency is the most integral part of customer support.
It’s all good having multiple ways to contact them, but if your query or complaint isn’t being handled effectively, then it’s not really a positive, is it? It’s about finding a balance. Online reviews and social media comments usually give a good idea of how practical a customer support desk is.
However, we would say that if you use this as a measuring tool, you should seek out multiple sources or different expert reviews. If you’re solely taking to websites like Twitter (X), where anybody can spout their views and often be more influenced to talk about a negative customer service experience rather than a good one, it might muddy the waters a little bit.
If you shop around enough for these opinions, then you should get a decent, reasonably reliable picture of the true quality of their service and their customer service department.
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