Scaling a Compliant, Omnichannel Listening Strategy for Enterprise CX

How we got there

The Challenge

The Canadian gaming operator initially engaged Optimus SBR to implement a digital player experience program, recognizing the need to better understand and improve online interactions. However, as their business evolved, it became clear that focusing on a single channel was not enough. Player experiences spanned multiple touchpoints, including VIP programs, contact centers, and rewards centers, each operating with different data sources and measurement approaches.

At the same time, the operator needed to function within a highly regulated environment, requiring strict adherence to governance, compliance standards, and industry-specific requirements. They lacked a cohesive framework to capture both solicited and unsolicited feedback and had limited visibility into contact center performance, including agent behavior, call drivers, and opportunities to improve resolution and self-service.

To address these gaps, the operator sought a partner who could not only implement an initial program, but evolve it into a scalable, enterprise-wide capability.

The Solution

Over a five-year partnership, Optimus SBR worked alongside the operator to progressively build and mature a comprehensive experience management program.

Key components of the solution included:

• Expansion Across Experience Areas
  The program evolved from a digital player focus to encompass VIP, product, reward center, and contact center experiences, creating a holistic view of the player journey.
• Advanced Contact Center Insights
  Voice and chat data were ingested to measure agent behaviors and performance. Deeper analytics were introduced to understand call reasons, map call journeys, track disposition and first call resolution, and identify opportunities to enhance self-service.
• Integrated Feedback Ecosystem
  The operator implemented a unified approach to capturing both solicited and unsolicited feedback, enabling a more complete and accurate understanding of player experiences across channels.
• Compliance Alignment and Risk Mitigation
• The solution was designed to meet the unique operational and compliance needs of a gaming operator. Robust governance structures were established to ensure adherence to strict regulatory and compliance requirements, supporting consistency and risk mitigation across the program.

The Results

The engagement delivered meaningful, enterprise-wide impact for the operator. By integrating feedback across digital, VIP, reward, and contact center experiences, the organization gained end-to-end visibility into the player journey, enabling more informed decision-making and targeted experience improvements. The combination of solicited and unsolicited feedback, including voice and chat analytics, strengthened insight quality and provided a deeper understanding of player behavior and operational performance.

Enhanced contact center analytics improved service effectiveness by identifying key call drivers, agent behaviors, and opportunities to increase first call resolution and expand self-service. At the same time, the implementation of a scalable, compliant enterprise program with strong governance ensured the agency could continue to grow and evolve its experience management capabilities while meeting strict regulatory requirements and maintaining operational consistency.