SOFTSWISS Managed Services have been providing high-quality customer support for Casino Platform clients for many years, earning widespread recognition from industry leaders. For 2023-2024, this solution has received multiple awards for its outstanding contributions to responsible gaming practices and excellent customer support. SOFTSWISS experts, drawing on their extensive experience, shared their insights on organizing customer support services.
Internal Services vs. Outsourcing: Pros and Cons
Cost savings, flexible payment based on project scope and workload, increased operational efficiency, and access to expertise are undeniable advantages of outsourcing customer support services. Additionally, outsourcing support teams do not require investments in recruitment, hiring, training, and managing staff, allowing businesses to focus on core operations while reducing administrative costs.
The main advantage of the internal model is better control over projects, which is often lacking in outsourcing. Meanwhile, outsourcing can free up time and human resources, allowing operators to prioritize far-reaching strategic plans rather than being tied down by daily service management tasks.
When it comes to customization, experts typically do not classify it as a clear advantage or disadvantage of either model. At SOFTSWISS, when launching any iGaming project, the team asks operators to fill out a specific questionnaire. The customer support services are then customized based on the responses to meet the unique needs of each project.
Key Customer Support Services
When setting up the backend for an iGaming project, the first step is to determine the "must-have" services. According to SOFTSWISS expertise, the gold standard includes:
First-line support. To ensure smooth project progression, operators need at least five internal experts to provide comprehensive player support. As the player base grows in various regions, more experts are needed to provide multilingual support.
Anti-fraud support. In some projects, one professional might be able to handle all necessary tasks. The challenge lies in the high cost of such experts, which can vary depending on the hiring country/region.
VIP player support. VIP players generate about 60-80% of the revenue for projects, thus requiring a special approach.
Ongoing retention support. Developing marketing strategies and clear action points to enhance player loyalty and retention rates requires a lot of time and deep industry experience.
Establishing internal services to address the above functions starts at a cost of 25,000 euros, while outsourcing can reduce these costs by nearly half.
Enhanced Customer Support Services
Some additional services play a key role in enhancing player loyalty, engagement, and lifetime value. SOFTSWISS experts highlighted the following:
Initial retention setup. This is a one-time service for preparing player segmentation and setting up welcome letters, bonuses, and promotional activities, ensuring the project is fully operational from day one. This service does not require ongoing attention.
Player reactivation. Experienced professionals help manage failed payments and reactivate dormant players.
Content management. This service ensures a seamless user interface, up-to-date content, and a robust communication system. A clear and user-friendly website helps attract users and convert them into active players.
The minimum cost for additional services is about 7,500 euros, with little cost difference between internal organization and outsourcing. The challenge lies in independently setting up a large number of unfamiliar processes from scratch, especially without experience. Moreover, some experts may not require full-time work, and arranging part-time work is often inefficient.
SOFTSWISS Managed Services Director Artyom Rudakov concluded:
“Choosing the right model for organizing customer support depends on the specific needs of the business. It should rely on the project's lifecycle stage, forecasts, management capabilities, and a business approach tailored to the geographical location and local labor market opportunities.
In some cases, a hybrid model combining internal support and outsourced support can achieve the best of both worlds. Meanwhile, the outsourcing model allows the team to focus on project development and business growth.”
