Wazdan’s Izabela Słodkowska-Popiel, Head of Account Management for North America and Latin America, and Maciej Chyra, Chief Technology Officer, discuss how the slot provider approaches customer support. With a global portfolio of clients, Wazdan reveals its strategy to ensure all customers are adequately supported and how technology can help in this regard.
SBC: What is Wazdan’s overarching strategy for customer support, and how do you provide quality customer service?
Maciej Chyra: Wazdan’s customer support philosophy is rooted in our corporate motto, Online gaining. While this term emphasises collective success, GAIN™ represents a specific set of values for customer support: Generosity, Accessibility, Insightfulness, and Nurture.
- Generosity: We prioritise exceptional support, fostering strong client relationships and mutual growth.
- Accessibility: We ensure rapid, diligent and comprehensive support, mirroring the speed and quality of our games.
- Insightfulness: Proactive problem-solving and deep product knowledge build trust and reduce client uncertainty.
- Nurture: We address all client needs, fostering a secure partnership for mutual growth.
Together, these values form a robust foundation for customer support, enabling us to exceed client expectations.
Izabela Słodkowska-Popiel: Our advanced software engineering, emergency response, and partner support surpass most industry standards in managing luck. We cultivate long-lasting relationships with our clients. We listen to their needs and offer bespoke solutions for every market segment.
As Account Managers, we strive to be available to clients 24/7. One of the basic standards we operate by is taking ownership of enquiries when they are raised and solving them as a team, responding to the customer with an appropriate solution. This committed, focused approach promotes trust and elevates the support journey.
On a broader level, customer service is tailored to the client’s needs. At launches, clients who request it receive personalised messages from us containing the graphic and marketing materials they need, not universal, impersonal asset packs.
Our Account Managers are dedicated people who are passionate about iGaming. They are experts in their field with great intuition, empathy, and well-honed problem-solving skills – all qualities crucial to a high-functioning service team.
How important is it for Wazdan to create meaningful personal relationships in customer support?
Słodkowska-Popiel: Building strong personal relationships is a cornerstone of Wazdan’s customer support.
We believe that fostering genuine personal connections with our clients is paramount to long-term gains. We approach each partner uniquely, tailoring our interactions to their needs and preferences. Whether clients prefer casual conversation or a direct business approach, we strive to create a comfortable and productive working relationship.
To facilitate seamless communication and cultural understanding, our dedicated account management team is fluent in multiple languages, including English, Spanish, Ukrainian and Italian.
Beyond professional interactions, we actively seek opportunities to connect with our clients personally. Regular client calls, industry events and social gatherings allow us to build strong bonds and celebrate shared successes. From exchanging holiday gifts to commemorating the launch of new markets and games, we demonstrate our commitment to being a trusted partner throughout our clients’ journey. Ultimately, we view our partners as valued individuals, not just business entities.
How do you create those relationships and provide support to remote customers who may be based on a different continent?
Słodkowska-Popiel: While the digital age presents unique challenges in cultivating personal connections, we are committed to building meaningful relationships with remote clients. Our dedicated team leverages technology to create a personable and supportive experience across vast distances. For example, we adapt to the client’s time zone, such as in the Americas, always being at their disposal. We believe that our genuine commitment to our clients is evident in every interaction, whether in person or virtual.
To further strengthen these bonds, we actively seek opportunities to meet our partners face-to-face at industry trade shows and events organised exclusively for them. We also prioritise on-site visits to clients’ offices, including those in remote locations, to reinforce our relationships and gain a deeper understanding of their operations.
We strive to create lasting partnerships by combining a personalised approach with a strong digital presence and in-person interactions. This has led to many business relationships as well as friendships.
What technologies does Wazdan leverage to create quality customer support?
Chyra: We’re committed to providing exceptional customer support that goes beyond traditional assistance. We aim to be a trusted partner, offering both technical expertise and personalised service – almost like a concierge – who not only supervises and responds efficiently but also goes beyond to place extra finishing touches when needed.
To achieve this, we’ve developed a cutting-edge platform called Game Manager. This innovative tool combines the efficiency of self-service with the personalised support of a dedicated service desk. By providing a mobile-first, all-in-one solution, Game Manager empowers our partners to quickly and easily find the information and support they need.
Our goal is for Game Manager to become the ultimate customer support tool, acting as a virtual concierge that anticipates and addresses our client’s needs, combined with dedicated assistance from the account management team. By leveraging advanced technology and a deep understanding of our partners’ requirements, we can deliver an unparalleled support experience.
Will you lean into advanced technologies such as AI and Machine Learning to provide customer support? Can Live Chat functions ever be as effective as speaking to a human being?
Chyra: Wazdan is committed to harnessing the power of advanced technologies, including AI and machine learning, to enhance our operations. However, human interaction remains indispensable in delivering exceptional customer support. Technology serves as a valuable tool to augment our team’s capabilities, enabling them to provide more efficient and effective assistance.
While AI-powered live chat systems have made significant strides, replicating the nuances of human conversation, including empathy, understanding, and problem-solving, remains a complex challenge. We continue to focus on combining the strengths of human expertise with cutting-edge technology to create a superior support experience.
What do you find are the biggest types of queries that your customers have?
Słodkowska-Popiel: Our partners primarily seek support in several key areas.
On integration and onboarding, our clients require assistance seamlessly incorporating our games into their platforms and navigating the initial setup process.
There is also a high demand for marketing assets, game information, and tailored promotional materials to support their campaigns effectively. Our partners also often seek guidance on game selection, performance optimisation, and leveraging data insights to maximise their returns.
While these are the most common enquiries, our remit is far wider. We provide comprehensive customer service to address a wide range of general inquiries and support needs.
We don’t bet on success. We engineer it for our partners.
SBC: Do you think the iGaming industry, in general, provides adequate customer support? What makes Wazdan stand out from the crowd in this regard?
Chyra: The igaming industry has made strides in customer support, but there’s still room for improvement. Many suppliers focus on reactive solutions rather than proactive ones. This is where Wazdan differentiates itself.
We believe in setting industry standards rather than following them. Our Game Manager platform is a prime example. It’s a testament to our commitment to innovation and delivering exceptional customer experiences. The overwhelmingly positive feedback we received at iGB Live in Amsterdam validates our approach.
We’ve created a tool beyond traditional support by combining cutting-edge technology with a deep understanding of our customers’ needs. Game Manager empowers our clients to be self-sufficient while providing unparalleled assistance when needed. This aligns perfectly with our Online gaining™ motto as we strive to create mutually beneficial partnerships based on trust and reliability.
SBC: How is Wazdan aiming to improve its customer support service in the coming months and years?
Słodkowska-Popiel: We’re committed to maintaining and enhancing our customer support service. To achieve this, we’re expanding our Account Management team with market-specific expertise. By adopting a data-driven approach and ensuring our team comprises passionate industry experts, we aim to create a more efficient, knowledgeable, and enjoyable support experience for our clients.
Chyra: Innovation is driven by evolving client needs. Game Manager is a prime example of how we’re anticipating and addressing these needs. By continuously developing and refining this platform, we’ll ensure it remains adaptable to the industry’s changing landscape. We’re dedicated to combining our experimental spirit with the functional capabilities of Game Manager to create a customer support experience that exceeds expectations. Ultimately, we aim to foster stronger partnerships through superior service, aligning with our Online gaining™ philosophy.
