As a service business, the core of Sportingbet’s policies on social responsibility lie in its approach to its customers. All operational directors and managers are committed to winning and retaining the trust and loyalty of their customers.
The guiding principle behind Sportingbet’s policies can be summarised as ‘Know Your Customer’. Procedures to achieve this mean far more than merely collecting documentary evidence of people’s identities. It is about understanding their individual requirements, appreciating concerns and closely researching their patterns of behaviour.
Knowing one’s customers and creating profiles of their activities and preferences leads to targeted and appropriate marketing strategies. This lies at the heart of the Company’s Customer Relationship Management policies.
The way different customers spend money and what they spend it on provides an overall understanding of their motivation. For almost all of the Company’s customers online gambling is an entertainment pastime, and Sportingbet’s products, promotions and culture make their relationship with the Company an enjoyable experience.
It is the small minority, however, who may be potential fraudsters, underage gamblers or problem players that result in the need for comprehensive systems and procedures to protect the Company and, often, the customer. Of course, nothing can ever be entirely secure against determined offenders, but the Company commits much time and investment to finding organisational and software driven approaches to excluding the vulnerable and identifying fraud.
With the advent of multi-player environments such as poker, the Company is particularly vigilant about the risk of collusion or irregular fund movements between participants. Systems have been designed to highlight unusual or concerning patterns of play.
