BetKing

BetKing is a leading sports and online betting company in Africa, with over 15,000 betting shops across Nigeria and ambitious plans for further growth. Their wide range of services includes sports betting on various sports such as football, hockey, cricket, tennis, and basketball, as well as exclusive virtual games like Kings League and Colour-Colour, offering a unique gaming experience.

Additionally, BetKing offers franchising opportunities for entrepreneurs who wish to expand their business and provide betting services beyond existing BetKing locations, further expanding their network and market presence. BetKing operates under the company SV Gaming Limited.

The biggest challenge we faced was aligning the rapid business growth with the increasing number of new employees, as well as establishing and adhering to work processes that were constantly evolving.

Due to high market demand, the company expanded quickly, opening a large number of betting shops. In such a dynamic environment, having management with a long-term vision, mission, and strategy is crucial. The unwavering support we received from the management was key to successfully carrying out all phases of the project.

The management team, with their professional backgrounds and expertise in various fields, helped shape the overall structure and processes while considering future plans and strategies.

Our team of Salesforce consultants, drawing on experience from previous projects, developed a work plan that helped project managers collaboratively create a solution that aligned with the needs of both clients and end users.

To align the business requirements outlined in the user stories with Salesforce's platform capabilities, we employed several approaches and Salesforce solutions.

• Preparation with the discovery sessions where Salesforce BA and Salesforce consultants already applied some concepts during the user story-shaping process with the client.
   
• Very friendly atmosphere with a lot of understanding from both sides and compromise to resolve all gaps.
   
• Salesforce Sales Cloud – as a based product for arranging the commercial part of business, offered solutions for the following:
  • New shops application capturing process with Lead Management
  • The onboarding process for new shops with Opportunity
  • Recording Shop details in the Accounts
  • Recording Online Players' details in the Person Accounts
  • Salesforce Mobile App for users (Account Managers) on the field for inspection, location capturing, and easy access to shop data.
     
• Salesforce Service Cloud – as a based product for arranging the Customer Experience department, with the following items:
  • Case Management for treating all inquiries, requests, and complaints from customers
  • Live Chat – integrated on the public website
  • Omni Channels for managing Customer Service workforce and different communication channels.
  • WhatsApp, SMS, and Phone integration
  • Shop Portals (Self-Service)
  • Knowledge Management
  • Field Service for field management within shops
     
• Social Studio as a part of the Marketing Cloud for managing Betking social networks.
   
• Two ways API Integration with BackOffice system

Technology:

• Salesforce Sales Cloud
• Salesforce Service Cloud (with Knowledge)
• Social Studio
• Salesforce Community Cloud
• Salesforce Mobile App
• Lightning Platform for custom development
• Integration with REST API and Platform Events
• Third-party apps from AppExchange
  • For Duplicate Management and Data Cleansing
  • For SMS integration
  • For Phone integration

The end result was that the project paid off (ROI) in just 10 months. The client now has 100% efficiency in processing partnership (franchise) requests, a much more efficient customer support operation, faster resolution of complaints, and real-time reporting on marketing and customer support results. However, they are most proud of the increased end-user satisfaction, which rose by an impressive 22%.

From the business perspective, some of the main goals are already achieved with the Salesforce system in place:

- All applications coming from potential shops via website form (that want to become a part of the Betking network) are treated without exception and followed up with predefined procedures and paths.

- Account Managers on the field have access to the Salesforce Mobile App where they can track all tasks, events, shops, cases, locations, routes, etc.

- Communication has been centralized inside the system, a lot of auto emails and notifications going to both internal users, shops and customers (online players).

- All communication channels for customer support are under the same umbrella (omnichannel) and their managing is a way easier than before.

- All necessary business data, such as transactions, payments, balances, KPIs, are exchanged between Salesforce and the BackOffice system, giving customer support agents and sales teams all the information they need (a 360-degree view of each client) – available with just one click.

- The average case resolution time is now half of what it was before Salesforce.

- Internal communication between different teams and departments has been increased and everything is recorded inside the system and can be attached to specific records.

- Reports have been enhanced to display all critical business data and provide a clear and complete view of the current situation – accelerating decision-making and operations management.

BetKing is one of our oldest clients, and our ongoing collaboration aims to further develop and enhance Salesforce solutions to keep up with their incredible growth.

Over the years, we’ve had the honor of visiting Nigeria multiple times, and our partnership resulted in the prestigious Salesforce Outstanding New Logo SSA FY2022 award. This recognition is given to partners who successfully positioned Salesforce as a top-tier solution for unique and complex business challenges in sub-Saharan Africa (SSA) for the fiscal year 2022.
 

Our work with BetKing has not only contributed to their success but has also expanded our expertise in the dynamic iGaming industry.