Gambling site bets on Transversal tool to boost traffic

SportingBet invests in intelligent self-service information delivery software

Gambling web site SportingBet is hoping to increase the volume of customers and bets by implementing a new web self-service information delivery solution.

The site is using technology from software provider Transversal to help users find answers to common questions quickly, in a similar way to a search engine. SportingBet hopes that this will improve the usability of its platform and boost rates of in-play gaming.

"Sports betting is a very time-sensitive activity," said Steve Talbot, customer conversion manager at SportingBet.

"We anticipate that by using the Transversal solution we will improve the usability of the site, and in turn this will help customers to find information more quickly and, ultimately, increase the number of bets placed. In addition, we are aiming to achieve a 20 per cent reduction in inbound queries to our contact centre."

SportingBet said that it invested in the solution because, unlike search engines that match keywords or patterns, Transversal's technology aims to understand the underlying concepts of natural language, so that it can provide intelligent answers to questions and suggest a "train of thought" to guide a customer to a desired outcome.

If the query remains unresolved, the customer has the option to elevate the enquiry to an online chat function and ask an expert for help.

SportingBet operates web sites in 21 languages in 26 countries. The Transversal implementation will be implemented firstly on Sportingbet's English language site and then rolled out across 22 countries and 18 languages.