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Understanding the impact of individual interactions

This formal guidance for remote gambling operators is not current and from 12 September 2022 operators are no longer required to take it into account. It was published in July 2019 and remained in effect from 31 October 2019 to 11 September 2022.

New guidance is available issued in August 2023 under Social Responsibility (SR) Code Provision 3.4.3. This Customer interaction guidance – for remote gambling licensees (Formal guidance under SR Code 3.4.3) is in effect from 31 October 2023, and remote gambling operators are required to take the guidance into account from this date.

In this context, by impact we mean a change in the customer’s gambling activity which could be attributed to the interaction. An important part of this is whether the customer has understood the information or advice you gave.

Not every customer who receives an interaction will require active follow up, but many will. In these cases, follow up activity should be proportionate to the severity or extent of the harm being displayed. This approach will help you target your resources where they are most needed.

Understanding the impact of the interaction on the customer includes being able to look at and compare:

  • the behaviour before the interaction.
  • the change in behaviour or prompt for the interaction
  • how you interacted and what was said or done, and
  • what happened next.

Some ways to work out that impact include:

  • Did the customer start using gambling management tools; independently or following your advice?
  • If you are tracking links from emails, did the customer click through to safer gambling information?
  • Was there a positive change in behaviour? Did the customer’s gambling seem to change after the interaction?
  • You could also follow up and ask the customer whether they found the interaction helpful or not.
  • Is there a need for further or follow up action?

You may already quality assure individual customer interactions by spot- checking chat records and emails. As well as checking that customers are getting the right support, this can also identify staff development needs and highlight good practice that you can share across your business and across the industry.

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Evaluating the effectiveness of the approach
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