UKGC Updates Operator Advice on Handling Customer Complaints

The United Kingdom Gambling Commission (UKGC) has reminded UK operators to utilise existing rules and guidance in regard to customer complaints and has issued further tips in a bid to make the process much simpler for customers.

During the UKGC 2021/22 business plan, they looked at 34 licensee complaints from various sectors within the industry, the results are based on how easy and accessible the complaints system was to use, and what improvements were needed.

Compliment the Updated Gambling Act

With the current UK Gambling Act 2005 under review, the findings will complement the updated Gambling Act making the complaints procedure much more streamlined and efficient. However, due to the many problems within the UK Government, MPs resigning then Prime Minister Boris Johnson leaving, the White Paper due for release months ago has been postponed for the fourth time, and will not be released until September 2022 when a new PM is elected.

The UKGC said, “Our data publication, ‘Understanding consumer complaints’ highlighted that 8% of gamblers had ever made a complaint. A further 4% reported that they wanted to make a complaint but didn’t. Our qualitative research explored possible reasons for this, one of which included the perception that it is a tedious process, and the licensee may be purposefully difficult to reach.”

Although the basic requirements expected of operators had been met there is room for improvement regarding the complaints process. The UKGC wants customers to lodge a complaint and deal it with it in a streamlined manner, quickly, and effectively.

“Good complaints handling is vital in the gambling industry. We want customers to be able to easily understand policies and be able to raise complaints with no barriers.

“We know gambling businesses receive around 200,000 complaints every year, and while the government review of the gambling act will consider where these can be escalated to, the majority will still need to go through the licensee’s complaints process first. We want to help them handle these well and improve outcomes for both them and their customers.”

Additional Tips include:

A visible link on the Homepage for complaints

Using the English language, in plain and simple terms, no jargon

Issue customers with a list of information you require deal with the complaint

Assure customers of an eight-week time limit for the complaint procedure to conclude

Inform the customer as soon as a decision is made

Utilise the latest technology including web forms and decision-trees, allowing customers to have a simplified guide through the complaints system

Include alternative methods of contact

Be accessible at all times if a customer needs further assistance

Make sure a paper trail is kept

Offer Resolver or further customer support tools

Implement clear signage to ADR providers