Tabcorp launches new customer care technology

Australia’s largest wagering company Tabcorp will use cutting edge AI technology to keep customers safer as part of an upgrade to its responsible gambling capability.

Tabcorp has entered into a partnership with global industry leader Mindway AI, who have implemented customer care software across 20 countries and 6.5 million active users worldwide per month.

Mindway AI will give Tabcorp enhanced capability to intercept and assist potential problem gamblers at an earlier stage. It is the first time Mindway AI has partnered with an Australian wagering company.

Tabcorp Chief Customer Officer Jenni Barnett said the upgrades were an important part of the company’s digital transformation.

“Our collaboration with Mindway AI is a key step forward in our commitment to caring for our customers, reducing harm and ensuring a safe and enjoyable experience,’’ she said.

“This partnership will allow us to use the world’s best technology to better identify and prevent harmful behaviour before it becomes a problem and then implement proactive measures to assist our customers.

“There’s no set and forget in this space. We’ll continue to grow and modify our capability to ensure we remain an industry leader in customer care.”

Tabcorp Chief Analytics and Data Officer Dr Amy Shi-Nash said the company would continue to use data and analytics to enhance the customer experience.

“Mindway AI uses a unique combination of neuroscience, artificial intelligence and expert assessments to identify potential problematic behaviour,’’ she said.

“Our technology and capability upgrades will allow us to more easily identify changes in customer behaviour and incept those customers before gambling becomes a problem.

“We’re excited about the potential, that combines leading edge AI capability with our deep understanding of customers, culture and human dynamics to develop the best-in-class customer care practice for the industry here in Australia and globally.”

Mindway AI CEO Rasmus Kjaergaard said: “Over here at Mindway AI, we are very proud to count Tabcorp among our partners and we see great potential in the collaboration to help them enhance their player protection. This partnership is part of our global growth, and it marks that by entering a new continent.”

Ms Barnett said Tabcorp was continuing to move at pace in its digital transformation.

“We’ve launched the new TAB App, new products and we’re evolving quickly as we work towards our TAB25 target of 30% digital market share – but it won’t be at the expense of customer care and our partnership with Mindway AI is another example of that.”

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