How Kaizen leverages real-time insights to proactively manage CX and responsible gaming

In this case study, we explore how Giovane Nicolau Junior, Head of Operations Performance at Kaizen Gaming, addressed the challenge of maintaining high customer satisfaction and player safety as the company expanded and customer interaction volumes grew.

Founded in 2012 and headquartered in Athens, Greece, Kaizen has grown into one of the leading companies in the iGaming and GameTech sectors. Operating in over 12 countries under the brands Stoiximan and Betano, the global business provides a diverse range of igaming products, including sports betting, virtual sports, esports, and online casino games. Kaizen now reaches over 1.4 million active users globally.

As the iGaming brand expanded, Giovane and his team faced a growing number of customer interactions, many of which were complex or contained sensitive subjects. As such, they needed a solution that would not just track conversations but truly understand customer behaviours and needs, allowing support to act quickly and effectively. That’s where their partnership with EdgeTier began.

Dive into this case study to uncover how Kaizen was able to use AI-powered conversation intelligence to improve player experiences, enhance performance, and ensure their commitment to responsible gaming.

A quick snapshot of the impact EdgeTier has had for Kaizen

• Faster detection of customer issues with no manual effort needed.
• Enhanced responsible gambling oversight through real-time, proactive monitoring.
• Scalable agent quality checks, focusing on soft skills that matter.
• Simplified customer interaction analysis across different languages.
• Improved efficiency with auto-tagging, reducing time spent manually labelling by 80%.

Giovane and his team are always looking for ways to better understand and meet customer expectations. Before adopting our solution, the team at Kaizen recognised that while they were able to track general trends in customer feedback, they lacked the deeper insights needed to uncover the root causes behind common complaints at a large scale. For instance, customers might complain about bonuses, but the underlying issue could be something else entirely, such as a campaign.

They needed a more efficient way to analyse customer issues without relying on manual tagging or adding more headcount. “We need a tool that helps us understand all customer interactions,” he said. “Without this, some issues might slip through unnoticed, leading to bigger problems that could have been prevented with earlier insights.”

With a strong commitment to responsible gaming, the company knew that leaving this important aspect to chance was not an option. The reliance on manual processes for tagging and escalating signs of risky behaviour, like a player expressing concern of excessive gambling, created room for human error, which could potentially put compliance and regulatory standards at risk.

The customer operations function saw the inefficiency of relying solely on agents to manually report anomalies and issues, like an uptick in reports of error codes. Agents were tasked with identifying problems and collecting case evidence, which required significant time and effort to quantify and resolve.

“We used to depend on agents or a BPO to flag issues, and then we’d have to spend time quantifying and verifying them. Now, we can instantly spot patterns and escalate internally much faster, with the data already in hand, allowing us to act right away.”

As Kaizen scales, monitoring agent performance across multiple teams and markets becomes increasingly complex. To maintain consistency and high service standards, Kaizen needs visibility into key metrics, like response times, handling times, and soft skills, such as empathy and problem solving. Without this data, it’s challenging to identify performance gaps, especially across different languages and regions.

Kaizen Gaming knew the value hidden within their customer interaction data, but they needed a solution to automate extraction of these insights without increasing headcount. That’s where EdgeTier stepped in. 

EdgeTier’s AI-powered auto-tagging system eliminates the need for agents to manually tag conversations. The tool provides real-time, granular tags for each message, uncovering hidden issues that help the team focus on actual problems rather than symptoms.

Now, Giovane’s team can quickly pinpoint key issues, improving processes, like responsible gaming, while reducing errors and the need for additional staff. They’ve also configured market-specific alerts, ensuring, for example, that responsible gaming (RG) alerts in Greek are only triggered by their Greek market, improving the accuracy of region-specific monitoring.

Technical Highlights:

• AI-Powered Auto-Tagging: Tags individual sentences, not just overall conversations.
• Efficient and Accurate: Automatically detects and categorises contact reasons, reducing agent workload.
• Multilingual: Supports tagging across different languages.

 

This has allowed Giovane’s team to focus on strategic improvements, rather than routine tagging, leading to faster issue resolution and operational efficiencies.

To stay ahead of emerging issues, Kaizen leverages EdgeTier’s anomaly detection feature, enabling them to address potential challenges before they escalate. The system delivers real-time alerts integrated with Slack. With region-specific monitoring, Kaizen can easily track short-term trends in each market and be proactive about potential problems. For instance, if an anomaly is detected in Denmark, the team can quickly assess whether it could impact other regions and act before it escalates.

By implementing EdgeTier’s Agent QA feature, Kaizen gained the ability to monitor agent performance more effectively across multiple markets. The platform tracks key soft skills, such as ensuring agents use the correct opening phrases, while also providing insights into critical metrics, like CSAT scores and response times. 

With the volume of customer interactions, it’s impossible to manually track customer sentiment. This is where EdgeTier’s emotion detection really shines—it automatically detects emotions, like frustration, confusion, or praise, giving Kaizen a deeper understanding of each customer’s experience. Instead of just seeing surface-level data, they can hone in on exactly what’s causing customer frustration and act on it. Plus, with the ability to provide direct feedback to agents, Kaizen can offer targeted training and coaching to help agents improve and deliver even better service.

Auto-tagging has drastically improved efficiency by eliminating the manual effort of tagging conversations. “We reduced [time] by 80%,” making it much quicker to categorise issues, and agents no longer need to spend excessive time on labelling. This improvement has freed up resources for more strategic tasks. 

With EdgeTier, the team can proactively monitor responsible gaming cases. “We are preventing 10% of all those cases,” reducing reliance on human escalation and minimising the risk of missing critical issues. This has enhanced the company’s ability to manage high-stakes situations, protecting both customers and the business from potential legal and reputational damage.

As Giovane puts it: “EdgeTier really shines in areas like responsible gambling. We can track critical issues, like potential gambling addiction signs, and take immediate action to intervene.”

Without the visibility provided by EdgeTier, the company would have needed to expand its team by 300-400% to handle the growing volumes and complexity of customer interactions. “To have that level of visibility, I would need to increase the team by 300%—instead, EdgeTier allows us to operate more efficiently and strategically with our existing team.”

By partnering with EdgeTier, Kaizen Gaming has enhanced its ability to proactively identify and address emerging challenges across diverse markets. With real-time insights and AI-driven solutions, Kaizen has not only improved operational efficiency but also strengthened its commitment to responsible gaming and agent performance. This collaboration empowers the company to scale effectively while maintaining a strong focus on customer-centricity and compliance, reinforcing their position as an industry leader in the iGaming sector.

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