Veikkaus reaches out with over 6,000 care calls
This year, Veikkaus customer service has made over 6,000 phone calls to customers whose gambling behavior has shown signs of potential risk. The feedback on these care calls has been overwhelmingly positive. The aim of the calls is to offer support and remind customers of the tools and services available to help manage their gambling.
– Money and gambling are often deeply personal topics. That’s why it’s been so encouraging to see how positively and openly customers have responded to our care calls. Many have said they truly appreciate the gesture and feel it's important that we make these calls, says Jasmin Savolainen, Customer Experience Developer at Veikkaus.
Veikkaus launched care calls in 2022 with around 2,000 calls. Encouraged by the positive outcomes, the number has been increased to 6,000 this year.
The calls are made by customer service professionals who specialize in care calls. During the call, the customer is invited to reflect on their feelings and experiences related to gambling. The expert also introduces tools for managing play and, when needed, explains how to seek professional support.
– Care calls require great expertise and sensitivity from our customer service agents. Every customer is different, and we often know very little about their personal background or situation in advance. That’s why our agents receive thorough training, including insights from professionals who specialize in addiction and risky gambling, Savolainen explains.
Customers are first contacted by message before the call, so the phone call doesn’t come completely out of the blue.
– This year, nearly half of the customers we contacted answered the call. After each call, we also send the customer a summary by email of what was discussed, Savolainen says.
Many customers who receive a message or call go on to review their gambling limits or take a break from gambling altogether.
Young adults as a focus group
This past summer and autumn, Veikkaus has piloted a youth-focused care model for customers aged 18–24. These calls are aimed at preventing problems before they arise and providing information about gambling control tools, as well as general money management.
– Many young people are just beginning their independent lives and learning how to manage money and everyday responsibilities. At the same time, young adults are more vulnerable to developing gambling problems. It's important to raise awareness and encourage them to think about whether the money they spend on gambling fits their financial situation, says Susanna Saikkonen, Veikkaus’ Director of Sustainability.
Part of a broader care model
Mandatory identification for all games has enabled Veikkaus to detect and prevent risky gambling more effectively than ever before. Using data, the company can intervene early through awareness-raising messages and care calls.
Most of the care calls are based on a predictive model that analyzes changes in gambling behavior and estimates the probability of risky play.
– All Veikkaus games now require identification, and we are continuously improving how we use gambling data to prevent harm. With timely communication and care calls, we encourage players to take a self-assessment test, review their loss limits, set game blocks, or seek help if needed. Our ultimate goal is to provide a safe gambling environment for all our customers, Saikkonen concludes.
In the video, Veikkaus Customer Service Specialist Mila Chichkova shares what kind of feedback customers have given about the care calls.
