"League of Bets" has implemented a Russian system for managing client data.

«Liga Stavok» and the IT company HFLabs have completed a project aimed at improving the quality of customer data. Now the bookmaker uses a Russian solution to optimize the customer service process.

During online registration or when contacting the club, clients of «Liga Stavok» provide personal data. Due to the fact that these data were not previously checked centrally for duplicates, some clients potentially could have multiple accounts. To eliminate the technical possibility of this, «Liga Stavok» implemented a Customer Data Integration (CDI) class system — «Unified Client» from HFLabs, which merges duplicates and collects client data into reference records.

The implementation of the «Unified Client» system revealed that there are a number of clients in the bookmaker's database with more than one account. Currently, registration data is matched daily with the information available in the bookmaker's internal systems. In the future, deduplication will occur in real-time.

Thanks to the absence of duplicates, «Liga Stavok» has gained the ability to enhance the level of personalization and make offers to clients that best match their playing style.

«The implementation of the project with HFLabs has allowed us not only to improve the quality of customer service but also to enhance the efficiency of internal business processes. Additionally, using a domestic IT solutions provider allows us to avoid concerns about sanction risks, which is especially relevant in the current geopolitical conditions. And receiving information in real-time gives the company the opportunity to provide a high level of service to newly registered clients», — commented Dmitry Akimov, director of the analytics center at «Liga Stavok».

«Collaboration with «Liga Stavok» is our first project for the betting market, which has allowed us to dive into the specifics of this industry. For example, bookmakers often have to deal with incomplete data. Having accurate information about clients enables the company to get a complete picture of their preferences. Moreover, quality customer data helps to serve users faster. When a person writes to the chatbot, the operator can immediately see all the information about them», — adds Roza Litvinova, project director at HFLabs.