"Liga Stavok" has implemented a Russian system for managing client data.

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

The implementation of the «Unified Client» system showed that there are a number of customers 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 opportunity to enhance personalization and make offers to customers 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 solution provider allows us to avoid concerns about sanctions risks, which is especially relevant in the current geopolitical conditions. And receiving information in real-time gives the company the ability 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 delve into the specifics of this industry. For example, bookmakers often have to deal with incomplete data. Having accurate information about customers will enable 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.