An assurance of quality from EPIC’s QA service
EPIC Global Solutions’ work with major gambling operators around the world takes many forms, but one of the safer gambling provisions that gets right to the heart of preventing potential harm is our quality assurance (QA) service.
Evaluating real-life calls between gambling operators’ customer service teams and customers who are facing issues with their gambling, the lived experience of EPIC team members ensures that we get chance to hear how our training workshops are put to immediate test by the call handlers hearing from those needing potential support for gambling issues, and offer experience-based feedback for the quality of those interactions to continually improve and make a positive impact on the lives of customers.
It’s a bold step for operators to allow EPIC to review these interactions for the time-honoured ‘training and monitoring purposes’ that we so often hear on hotline disclaimers, but it makes a difference and has recently played a key role in the extension of one of our longest-standing operator contracts, as Dave Sproson, head of delivery, and Alan Smart, senior consultant, explain…
“The quality assurance service has been a game-changer for our clients,” says Sproson.
“What sets it apart is the lived experience perspective it brings – offering a truly independent lens that goes far beyond ticking procedural boxes. It’s helped our clients raise the bar in how they engage with customers, providing bespoke, actionable feedback that’s directly improved their teams’ confidence and communication skills.
“The regular reporting that we provide, gives a clear view of progress and areas for growth. We’ve seen a tangible reduction in unnecessary friction and false escalations, leading to better customer retention and fewer account closures.
“Ultimately, it’s helped our clients create safer, more positive play experiences while also supporting their commercial goals. It’s not just QA – it’s quality with purpose.”
At the heart of delivering the majority of our QA provision to date is Alan Smart, who has transformed the problem gambling challenges of his past into a present-day opportunity by putting himself in the minds of the callers he listens to from operator interaction recordings with customers and assessing the effectiveness – and potential for future improvement – of the conversations taking place.
With this service having played a key role in Entain’s decision to extend their contract with EPIC until the end of 2027, he takes a look at how the QA work undertaken on behalf of that particular operator is helping to ensure meaningful outcomes from conversations between consumers and gambling brands when they’re facing challenges with their betting behaviour.
“Over the last three years I’ve had the opportunity to work on a quality assurance consultation project that has challenged me both professionally and personally,” explains Smart.
“As someone with lived experience, I was tasked with evaluating customer interaction calls between Entain and their customers to offer insight into whether the operator was effectively identifying and supporting customers who may be showing early signs of gambling-related harm.
“This consultation has never been about ticking boxes, rating tone and pace or call etiquette. Entain have their own internal QA but they wanted to go ‘beyond compliance’. This was about listening deeply, not just to what was said, but maybe what wasn’t said. It’s a brave move asking someone with lived experience of gambling-related harm to evaluate calls; it’s about as far away from ‘marking your own homework’ as you can get.
“It’s a truly global consultancy. From UK to international calls, I’ve listened to lots of different cultures and perspectives, which has been a revelation. The thing about gambling-related harm is that it doesn’t recognise borders, creed and status. I’ve found my lived experience has been absolutely crucial in evaluating calls.
“The value of lived experience in this space can’t be overstated. Problem gambling doesn’t just present in front of you unless it’s entirely obvious; it can hide behind humour, politeness, anger, compliance and even when a customer sounds confident on a call, it can actually be denial. These are nuances that sometimes only lived experience can pick up; however, we’ve also seen a change in this area.
“We have found that the QA consultation fits incredibly well with our EPIC training workshops, from affordability right through to our flagship Interactions Masterclass offering. I’ve heard EPIC-trained techniques being used on calls to help identify potential harm and also to leave some customers in a safer place, it’s almost like real-time evaluation.
“It’s okay delivering world-class training workshops but how do you measure the impact? We absolutely can – we evaluate everything we do and there’s no stronger rubber-stamp than to hear call analysts use techniques you’ve trained out.
“Lived experience shouldn’t be an afterthought in QA processes. It should be integral. It brings perspective that can’t be taught, and empathy that can’t be faked. I’ve now passed the baton onto my fellow lived experience colleague Marko Jenkins who has picked it up with gusto and listens with the same deep curiosity and passion to continue to deliver a world-class evaluation process.
“EPIC and Entain have both got so much out of this journey so far. We’ve consulted and collaborated and got it to the point where it continues to grow. I am delighted the QA has been renewed for a further three years which shows continued commitment and passion in safer gambling strategy.”
To better understand how QA fits within an extensive range of safer gambling services for the gambling industry, click here.
