The surge in automation should represent a transformative moment for customer service, allowing clients to have their issues resolved swiftly and efficiently without enduring long waits. Ideally, they could rely on AI agents to be active 24/7, responding immediately with the information necessary to address their inquiries.
However, many customers still experience a disconnect between this ideal and reality. Automation can often feel like it exists primarily to contain issues rather than resolve them. When customers find themselves redirected to an extensive FAQs section instead of receiving the assistance they need, they may abandon their queries altogether. This not only leads to frustration but also poses risks for businesses in terms of repeat contacts and customer churn, as well as potential regulatory challenges in sectors like gambling, where player safety is paramount.
Raphie, an AI platform specializing in iGaming and based in New Jersey, has prioritized effective resolution through what it terms “accountable automation” since its inception in 2019, originally as Conduet. With insights drawn from over one million real industry interactions, Raphie leverages its knowledge to ascertain what has transpired in a customer account and what actions are necessary to resolve their queries.
Co-founder and CEO Justin Heath emphasizes this commitment to understanding customer needs, stating, "A big premise on which we have built Raphie is to completely avoid that situation where it feels as though you are talking to a robot that does not know what you are asking."
The effectiveness of Raphie’s approach is evident; one client in the U.S. recorded customer satisfaction scores exceeding 90% for users assisted by its fully automated service. Such results, in conjunction with Raphie's expertise, are fueling the company's ambitious entry into European markets.
A significant aspect of this expansion is the recognition that generic AI systems frequently fall short when tasked with resolving specific queries common in iGaming. Raphie reports that around 90% of inquiries in this sector hinge on account-specific details. However, customers might receive cookie-cutter responses that do not address their unique concerns—such as the status of a withdrawal—which may require risk assessments or other account-specific information to fully resolve.
Raphie has developed what it calls a “context layer” that integrates seamlessly with an operator’s player account management and customer service systems, enabling it to pull relevant information and apply the operator’s standard procedures to responses.
Heath notes that some operators initially underestimate the necessity for a specialized platform, mistakenly believing that existing AI tools in their helpdesks are sufficient. He explains, "Operators will tell us they are using Salesforce or Zendesk and already have an AI tool available. They expect the 70% or 80% automation advertised on the box, but then find it is more like 5% or 10% because that is the volume you can respond to without the wagering-technology integration."
Raphie offers a nuanced solution that does not require entirely replacing human agents with automation. The platform features three operational modes that can be utilized independently or in combination, catering to the specific needs of operators. The Full Automation mode utilizes the Raphie AI Agent to manage interactions from start to finish while implementing seamless handovers to human agents when necessary. Co-Pilot serves as a support tool for human agents, providing suggested responses that they can use as-is or modify. Additionally, Raphie can provide Specialist Human Agents based in Jersey City and the Philippines, offering dedicated support for customer service, risk, and payment inquiries.
This approach was effectively demonstrated by Arkansas sportsbook BetSaracen, which adopted Raphie’s Co-Pilot a year ago and initiated Full Automation shortly thereafter. During the first eight weeks of using Full Automation, BetSaracen observed a 77% rate of autonomous resolutions and a reduction in response times exceeding 55%, while maintaining customer satisfaction rates above 90%.
Unlike other systems that may treat a closed conversation as a successful resolution, Raphie measures success by considering various factors such as customer satisfaction, the necessity of agent intervention, and whether customers must reach out about the same issue again within a 24-hour period. Raphie also employs a substantial quality assurance process to identify incomplete conversations.
Heath clarifies, "An abandoned conversation is a very negative outcome. It means the customer has been going around in circles or has not received the response they need. We assess where a customer has dropped off before the conversation has fully run its course rather than treating that as resolved."
Co-founder and COO Alex Jones points out that some customers do not even realize they are interacting with an automated system, with some expressing appreciation for the experience. "They do not know they are talking to an automation tool," he remarks, noting that comments like wishing Raphie a good night reflect a natural dialogue.
Raphie suggests a careful four-phase process for operators when introducing automation. This begins with an analysis of inquiries and workflows, transitioning through shadow testing—where responses are checked without being sent to customers—before deploying automation across various categories, followed by continuous optimization based on product and player behaviors.
By starting with limited automation and gradually expanding as successes are demonstrated, Raphie enhances its ability to handle more inquiries and resolve them effectively. For instance, when investigating a bet settlement issue, Raphie can inform the trading team if an event has concluded but the market remains unresolved, all while keeping the customer updated.
Acknowledging the need for human intervention in certain cases, Raphie ensures situations are escalated when they surpass the approved parameters or potentially indicate responsible gambling issues. As Heath notes, if a customer discusses a pending withdrawal and mentions needing funds for rent, that concern is escalated swiftly to the appropriate team.
Raphie’s methodology revolves around the concept of “accountable automation,” striving for a balance between efficient automation and essential human intervention, ultimately focusing not just on increasing agent-free interactions but also on making all decisions traceable and compliant with operator standards.
As the platform matures, Raphie aims to broaden the range of queries it can resolve autonomously, allowing human teams to focus on more complex matters while maintaining oversight for player protection and regulatory compliance.
Now, Raphie is preparing for expansion into Europe, which presents its unique challenges. This market features a complex regulatory landscape requiring adaptations in compliance and escalation processes tailored to each jurisdiction, as requirements for player safety, responsible gambling triggers, and auditing can vary widely.
European operators currently manage sophisticated customer service setups supported by skilled teams well-versed in the industry's unique demands. However, increasing gambling taxes and other operational pressures are prompting many to reconsider their strategies regarding cost management and technology deployment. Raphie's platform can potentially reduce customer support expenses by more than 60%.
Heath observes, "European markets are under far more cost pressure, so the desire to move quickly with AI seems to be there. We are seeing interest from small operators right through to some of the biggest globally."
As Raphie moves forward with its European initiatives, it aims to help iGaming operators address a higher volume of customer issues at a lower cost while simultaneously keeping human agents available for situations that genuinely necessitate their expertise. This shift should translate to a better experience for players, reducing convoluted conversations and steering them toward genuine resolutions instead of frustration.
