Super Soccer website case study
DX scores
World Cup win for bookmakers
Background
Super Soccer is the UK’s largest independent compiler and supplier of
sporting betting odds. A specialist in
its field, the business is responsible for the compilation of betting odds and
distribution of football coupons to some 1,200 outlets across the UK.
Driven by customer betting habits, the success of Super Soccer is
largely reliant on the reliable and early daily delivery of football coupons to
its clients, a service that DX has provided for some 12 years via its untracked service.
The
Challenge
The World Cup period is one of the busiest for UK bookmakers. Although the World Cup offers the potential
for significant increases in revenue, any delay in the delivery of coupons can
prove detrimental to sales – with customers turning to competing bookmakers to
make their bets.
Whilst this emphasis on prompt and reliable delivery is relatively
manageable throughout the rest of the football season, Super Soccer faced a
major hurdle during the World Cup that put considerable strain on the
business’s ability to deliver on time, every time. With matches taking place over a short period
of time, the timescales from compiling to print and through to delivery were
significantly shorter with play schedules, in some cases, requiring coupon delivery
on match day. With print timescales so
tight, Super Soccer demanded a logistics partner that it could trust to deliver swiftly and reliably, thus
reducing customer queries and enabling the team to focus on its print
requirements.
Furthermore, in paying a premium for the World Cup service, customer
service requirements were rightly elevated.
Valid reasons for delayed or failed delivery were expected – a demand
that would be difficult to meet with an untracked regular service.
The
Solution
As a long term supplier to Super Soccer, we were well aware of the
additional strain placed upon the business to deliver throughout the Cup. With coupon print schedules proving extremely
tight and no room for delays in delivery, we set about implementing a programme
of additional resource and processes to ensure potential issues were kept to a
minimum.
Separate sortation, movement and labelling of coupons throughout the DX
network ensured all World Cup coupons were clearly identified and rapidly
processed.
Furthermore, an alert procedure established between DX collection and
delivery service centres, enabled any errors in collation and despatch to be
picked up and rectified promptly, whilst a system to notify the team of any
items received in error, ensured Super Soccer were quickly informed to enable
them to manage customer expectations.
Such enhancement of DX internal systems coupled with dedicated network
and operational support from our senior management team, and the introduction
of additional courier routes to meet demand, ensured errors and delays on some
22,000 deliveries were negligible.
Throughout the World Cup, Super Soccer reported a visible drop in
customers chasing deliveries and received a number of comments from customers
praising the service they had received.
On a wider scale, the implementation of these service measures across
all DX betting sector clients saw the delivery performance for football coupons
hailed as the best to date for a major football tournament.
TheTestimonial
“With the World Cup providing a significant source of revenue for our
clients, the timely and reliable delivery of our football coupons throughout
the competition was imperative.
Providing a thorough understanding and appreciation of the hurdles we
faced during this time, DX acted with the utmost professionalism
throughout.
“Their ability to deliver a truly brilliant service, that ensured all 1,200
customers received their coupons on time, every time, took enormous pressure
off Super Soccer, enabling us to focus on our core business of compiling and printing.”
Tony
Walpole, MD, Super Soccer