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Vasiliy Yanitskyi, CEO of PIN-UP.CRM, shares some interesting perspectives on personalisation, technologies and trends in working with a diverse range of clients in the igaming industry.

Vasily, you manage the CRM department in the international igaming business. What are the key aspects of running your contact centre?

To begin with, we prioritise providing high-quality customer support, which requires us to not only respond to requests, but also provide comprehensive solutions that contribute to customer satisfaction at all levels. Our task is not just to serve customers, but to create positive impressions from interaction with the brand. This includes deep understanding of customer needs, prompt resolution of issues and provision of personalised recommendations. We also constantly analyse feedback to improve our services and adapt them to changing customer requirements.

How important is your team’s competitiveness to you?

I don’t think about competing with other companies. If we focus on competitors and try to catch up with them, we will never become a source of new trends and an industry leader. I think we probably have the largest contact centre in the market, with the highest volume of customer calls. Why? Because we provide support, we really help and answer all customer requests. 

We are perhaps one of the few companies that allows customers to use indecent words when they contact us! After all, in fact, these are not rude words, these are the client’s emotions with which he expresses his dissatisfaction. And our task is to understand the client and help solve his problem.  

Technologies do not stand still and more and more companies are using neural networks to improve interaction with customers. What is the role of artificial intelligence in your work?

Artificial intelligence has indeed become an assistant for many companies, especially in the context of optimising processes and increasing service efficiency. The process of introducing AI into our work is currently at the development stage. We plan to use AI to automate the processing of standard requests, which should reduce response times and allow operators to focus on more complex and non-standard requests. 

This is important for scaling our activities during periods of high load, when the number of requests can increase sharply. But what is important is that artificial intelligence is just an assistant; it will not replace a real person. 

How do you minimise risks when introducing new technologies into your contact centre?

Before introducing new technologies widely, we conduct rigorous testing in a controlled environment. We start with a limited launch on one GEO or a limited number of users, which allows us to monitor the results and adapt the system before large-scale implementation. 

This strategic approach allows us to ensure that innovations not only do not harm the current quality of service, but also bring significant improvements to the work process. We are also actively collecting feedback from operators and customers for further improvements and adaptation of functionality.

How do you support your specialists when they encounter negativity from customers?

Providing support to our specialists who experience negativity on the job is critical for us. We provide extensive resources, including stress management training, conflict resolution techniques, and regular sessions with psychologists. 

Understanding that specialists may need help coping with psychological pressures encourages us to create a supportive and caring work environment. These measures not only help reduce stress levels, but also increase overall job satisfaction, which in turn helps you work more effectively with clients.

What career opportunities are available to your contact centre agents?

We strive to provide every specialist with opportunities for professional and career growth. Our contact centre agents can participate in training and development programs that enable them to expand their skills and move into other areas of the business. These programs include both technical training and management skills development to enhance their personal and professional growth. 

In addition, we regularly conduct productivity assessments to determine the potential of each specialist and offer him the most suitable paths for development. This approach allows our specialists to feel like valuable and important members of the team. Ultimately, our goal is not just to provide customers with quality support, but also to create an environment in which each specialist can realise their potential and contribute to overall success. 

What trends in working with clients do you think will be relevant in the near future?

First of all, which I have already talked about a little, is the use of artificial intelligence. However, in the near future, the main focus will be on creating a more “human” AI that is able to efficiently and quickly process player requests and, at the same time, not alienate, because… don’t worry – it’s a robot, not a person. 

Secondly, a focus on instant responses and reducing wait times remains important. The goal would be to reduce the wait time to 20 to 30 seconds, and ideally to five to 10 seconds. This also includes a personalised approach – I believe that the use of AI will be aimed not only at processing requests, but also at the most personalised selection of offers, bonuses and promotions for each player or segment of players. And, of course, increasing the efficiency of communication with clients. The trend will be the desire to resolve all customer issues and use the most convenient approach that is necessary for this particular player.