Back in the day I was the Director of Customer Relations for a group of internet casinos. I managed the Customer Service team and basically anything that went in front of a customer. All marketing was approved by me as I wrote all of the Terms and Conditions and was intimately aware of what happened if we wrote those conditions wrong (it would cost us loads of money – never a good thing.)

During my time in the casino we many a crisis, but the largest was when we were accused of cheating by a leading famous player in the industry. Now having our algorithm cheat the players makes no sense. Being caught cheating is something that could destroy an online casino. But it didn’t. How did we survive this accusation?

Amazing customer service that we had been working on and honing long before the accusation took place.

Our players trusted us. We had a requirement for bonuses that players had to write in and ask for a bonus. Many players would add information to the email when asking, and we would respond with personal heartfelt real answers. I remember one woman who started playing because she broke her leg and was bored and bedridden. Every once in awhile I would send her an extra bonus just because and check on how she was feeling. She always played out the money and appreciated the personal touch. I did this because I really cared about our players, and this was how I led my team. I also understood who was a Platinum customer versus a Lead one and I focused on the ones who counted.

The few who read the accusations wrote in and asked what was going on. We explained that it was false, we apologized for the upset and offered a bonus – which they would then play out (but they were able to cash out immediately if they so chose.) We didn’t lose a single regular customer from the accusation. (Although I will say that in the same review where the player accused the casino of cheating they also noted that the customer service was excellent

Later on the player redacted his accusation after checking and playing again.

Our customer retention raised over 20% during my time at the casino, and as getting a new customer costs more than growing an old one – that brings a lot more profit to the table.

Is your company working on your customer service? How do you treat your customers? Would they trust you if you were falsely accused? What have you done to promote trust?