Across the last two decades, Sportradar has developed into the world’s leading provider of sports data and betting solutions. But this success isn’t just because of its commitment to developing a truly comprehensive range of products and services. It is also thanks to the company’s approach to quality, says Customer Care director Daniel Rossmann.

Having recently received re-certification for ISO 9001:2015, Sportradar’s German Data Production Unit has been ISO-certified without interruption since 2014. This signifies Sportradar’s dedicated approach, with an official quality management system (QMS) in place to ensure the integrity of their data procurement process, from recruitment through to live coverage of a sporting match.

In what is another coup for the company, Sportradar’s Customer Care Unit also recently received re-certification for ISO 9001:2015. This unit is committed to “going above and beyond the standard to make and keep clients happy”, a tough task when you’re a multinational company with clients of all sizes spread across the globe. As Sportradar’s director of Customer Care, Daniel Rossmann explains, it’s about creating a ‘wow’ factor for customers every day by delivering an outstanding service and experience that exceeds expectations.

What led to the formation of Sportradar’s Customer Care Unit?

Customer Care has always been a part of Sportradar, ever since our very first clients. Initially, client enquiries were handled individually by those within the operating units. Over the years, however, the number of client requests increased as our business success grew, and our products and services developed into bestsellers.

As such, a more dedicated approach was required. It was at this point that we created official customer support representatives and built a global 24-7 support programme. Since then, we have further established appropriate structures and teams to offer a truly responsive service.

How does the unit operate day to day?

We have a number of different support teams focused on each phase of the customer relationship life-cycle. This starts with consultation during the initial sign-on phases, before set-up and integration teams take over to ensure clients have everything swiftly installed and tailored based on their needs and deadlines. At the same time, we also run training sessions so that each client can use the services in full, right from the beginning of our cooperation.

This process is followed by a handover to our regular ongoing customer support, where we provide customers with information, communication channels and best practice procedures on a daily basis. We’re on call 24/7. It’s much more than just customer support. Our aim is to create a unique customer experience through consistent availability and fast responsiveness. We do this through live chats, on-site visits, email and other innovations, which we need to place a higher priority on given we are a tech-driven company. In 2018, we were able to ensure an average first-response time of eight seconds for live chats. While this might seem competitive in terms of market standards, what is of importance to us is that our clients are happy and their requests handled personally, instead of through automatic responses.

What are the unit’s biggest achievements?

Clearly the big milestone for us was when customer care passed its first ISO certification in 2014. It demonstrated that we had successfully implemented a quality management system for customer support, as audited by an external body. To be recognised with this internationally respected certification, be able to maintain those standards and have it renewed twice already, demonstrates a great team effort, and so I am truly proud. The feedback we receive after each customer service ticket request is closed is critical for us, too. We also offer client surveys and, regardless of whether the results are good or bad, we learn from this and use the feedback to make further improvements.

How do you cater to such a wide global client base?

We currently have six hubs around the globe, in Germany, Asia, Norway, Estonia, Slovenia and the US. Each hub consists of trained and experienced multinational support representatives and technical engineers, covering all key functions and services. This ensures 24/7/365 availability, too.

What sets the unit apart?

We collect customer experiences, views and feedback continuously, and use these to create clear objectives for product, development, business and services to ensure we exceed individual customer and market demands.

We never stop developing our customer integration services, methodologies, tools and portals to ensure a fast and seamless on-boarding and integration process. And we utilise the latest technology, for example, our new Customer Care 360 portal, to assist.

We are also committed to investing in the best possible on-boarding, training and development approaches for all customer service representatives and engineers.
Our aim is to continue to invest and focus on efficiency, state-of-the art processes, stability and scalability. So, in a nutshell, it’s about trying to create a continuous circle of cooperation and support and always striving for better quality.