BetVictor has enlisted Continuous Product Design (CPD) provider Quantum Metric to assist with driving its customer-focused product development.

The partnership will see Quantum work to capture data on customer experiences and behaviour across BetVictor’s platforms, enabling the Gibraltar-based operator’s team to evolve its product in-line with player needs.

Additionally, the Quantum Metric will be incorporated into the operator’s marketing and customer service operations, with the aim of leveraging ‘instantaneous, real-time replay sessions’ for representatives, as well as automatic tagging to technical teams when needed for fixing problems.

Eoin Ryan, Director of Product at BetVictor, said: “I want to be able to drive more of our product and UX evolution from the point of view of how customers actively want to use our services. Quantum Metric allows us to do exactly this, but also allows us to prioritise development based on quantified value to the business.

“This isn’t just about product development. Our UX, customer service and marketing teams also need this level of understanding. Minimising friction in customer journeys is key to success and is even more important when it comes to entering new markets. You only get one chance to make a good first impression.”

BetVictor’s decision to leverage Quantum Metric’s offering comes as the firm eyes up opportunities in international markets, with the firm identifying a need for ‘scalability and flexibility’ in order to meet the regulatory requirements of initiating operations in various jurisdictions

Alex Thomson, Vice President of EMEA Operations at Quantum Metric, added; “Creating the most customer centric product possible also means making the most customer centric company. For this to happen, all parts of the business must be aligned, using the same set of customer data. For BetVictor, this is exactly what’s happening.”

Ryan continued: “It’s vital we make these processes as simple as possible, minimising the impact of each of the new micro-transactions necessary from other markets. In its simplest terms, the more reasons new players are given to drop off, the more likely they will do so. We’re looking forward to Quantum Metric’s Journey’s view helping us to do exactly this.”