Europe’s leading betting operator, the PMU (Pari Mutuel Urbain) has been in existence since 1930, and its primary mission is to finance the horse industry in France (endowment of races, development of racecourses, training centers and construction of equestrian centers, etc.): a vital role in the development of this economic sector. But PMU is also, and above all, 6.5 million betting customers, 10,400 sales outlets, and the opportunity to bet on over 14,000 races 7 days a week, 365 days a year!
The introduction of interactive television betting, followed by the use of the Internet and cell phones to record bets, were among the major innovations offered by PMU in the 2000s. A new visual identity, an enriched range of races and an essential website will all benefit the betting customer, who is the focus of all PMU’s attention.
"2010 is a pivotal year: PMU is becoming a global operator by diversifying into sports betting and online poker. As soon as the online gaming and betting market opened on June 7, we had to be ready!"
The website is redesigned to become the leading online betting site. The PMU card, which is personal, nominative and secure, is introduced, enabling customers to place bets at all sales outlets with a single account. And customer service has been redesigned to handle all requests over a wider range of hours. A complete system to build customer loyalty and provide real quality of service via multi-channel channels, from the point of sale to the web.
PMU’s customer service team currently comprises 40 telephone advisors based in the Paris region, and is supported by a service provider for level 1 contacts (calls, e-mails, letters), (simple contacts handled by standard responses). The in-house platform handles all level 2 contacts (contacts requiring expertise and VIPs), and also handles a reduced number of N1 contacts, in order to maintain control over PMU’s customer relations processes and business.
This is a natural evolution that has taken shape with the grouping together of the remote service and the customer service department that handles complaints. The single access point is available 7 days a week, and offers bettors the possibility of opening an account, issuing a private card, answering questions, solving problems…!
"Activeo was entrusted with the complete task of defining and implementing our customer service, and proposed a solution covering technological, business, process and human resources aspects. The approach was both qualitative and very concrete. We were in the business of doing, not having it done!"
"Launched in April 2009 for deployment in February 2010, the project had to be effective for the launch of the private card and the opening of the gaming market to competition. Consulting mission accomplished thanks to the know-how, involvement and enthusiasm of the Activeo teams!"
"Today, all punters have a personalized account, regardless of the channel they use. This gives us a better understanding of our punters' habits and behavior, and enables us to enhance the personalization of our relationship with them. This commitment is in line with the development of our multi-channel policy and the diversification of our online offering. The role of customer service is vital, and is part of our approach to continuous improvement, in order to provide our customers with the best possible service."
