Betting giant deploys mystery shoppers during summer sports season
London, UK - 22 June, 2012 - International consumer research specialist Intersperience has signed a new contract with William Hill Plc, the world’s biggest bookmaker, to provide mystery shopping services during an action-packed summer of sports.
A team from Intersperience will make mystery shopping calls throughout an exciting summer season which includes horse racing at Glorious Goodwood, England versus South Africa cricket, the start of the new Football League season, the Rugby League Challenge Cup final, and the London 2012 Olympics.
Paul Hudson, Intersperience Chief Executive said: “Intersperience is delighted to be providing mystery shopping services for William Hill, which is one of the most recognised and trusted brands in the gambling industry. Our team will provide a detailed and objective evaluation of their customer experience during what will be an exceptionally exciting summer for sporting bets.”
William Hill, which has a 75-year sports betting heritage, engaged Intersperience to deliver mystery shopping services as part of its commitment to continuously evolve its products and services delivery to meet the changing demands of its diverse global customer base.
Intersperience will make 400 mystery shopping calls during which researchers will place bets with William Hill and five competitors, providing expert evaluation of the company’s performance benchmarked against its rivals.
Intersperience will employ Soft Skills Benchmarking (SSB) methodology (regarded as an industry de-facto standard since its creation by Intersperience and the Henley Centre in 1998). SSB assesses more than 30 separate soft skills during four stages of customer interaction, delivering an independent analysis of strengths and weaknesses.
Chris Kenny, UK Operations Manager for WIlliam Hill said: "Summer 2012 is shaping up to be a thrilling summer for our customers with so many sporting events to choose from. We are pleased to be working with Intersperience again on a mystery shopping programme which helps us deliver a first class experience for our customers. Intersperience adds significant value through its considerable expertise in this area of consumer research."
The latest contract continues a successful five year collaboration between the two companies. Over this period Intersperience has provided mystery shopping services across phone, email and chat channels; checking the quality of the customer experience for people placing bets or accessing William Hill’s customer service functions across sites in the UK, Gibraltar and Philippines.
NOTES TO EDITORS
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Intersperience is an international consumer research specialist with expertise in consumer behaviour, experience and attitudes. The team, which is headquartered in Cumbria, has more than 25 years experience in analysing consumer behaviour. It employs a range of interpretative models and frameworks including a proprietary online research platform. Intersperience has significant global expertise and an international research hub at Lancaster University which conducts research in more than 60 languages as well as associates in major global markets. Intersperience is an expert in how technology impacts on consumer behaviour and multi-channel customer service strategy. Clients include:The British Council; General Motors; Iceland; Samsung; ScottishPower; and William Hill.
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