Customer story: Marsbet

About the company

Marsbet is a leading online gaming company that operates worldwide. The company, which forms part of Alpha & Xenon Entertainment, strives to create innovative, technologically advanced gaming concepts of top quality that pervade as many different environments as possible, bringing numerous physical and cognitive benefits to their users while they are having fun. Its product portfolio includes a casino, sportsbook and poker. 

The challenge

Marsbet understands that in their line of business, Customer Service is a vital component of the experience which a company or brand offers its customers. One of the main goals of Alpha & Xenon Entertainment is to put the customers at the heart of their company and this philosophy is the driving force behind Marsbet’s continuous effort to provide exceptional Customer Service and Relations to improve their Customer Experience.  

With more than 250,000 customers, Marsbet were struggling to maintain clear and well-coordinated support for their customers. Email support became disorganised and managers were unable to keep track of support volume, analyse and evaluate the agent’s performance as well as their KPIs. 

The solution and the iMovo experience

In such a scenario, it was clear that Marsbet needed a platform which enabled the support agents to keep all their customer information in one place, allowing communication with customers to become more effective and personal. With its ease of use and ability to integrate with most systems, Marsbet chose to implement Zendesk. 

The implementation of Zendesk was a rather rapid one and the Marsbet support operation was up-and-running in no time and in a simple and efficient manner. Jack Larsson, Brand Manager at Marsbet explained how when evaluating their options, Zendesk stood out from the competition and provided the solid monitoring tools which they were looking for.  

“Despite it taking some time for us to understand how it is used, Zendesk has a clean interface which made it easier to read than other software systems; even if the ticket is forwarded to another co-worker, team or department. Plus, with its apps, triggers and macros, it can be customized to precisely fit the business. Zendesk is a great system to make sure all our customers are being served quickly and efficiently taken care of. It is easy to use and straightforward.” 

Within the first three months of implementation, Marsbet registered a 30-35% increase in efficiency and once the staff had been adequately trained by the iMovo team, Customer Support saw their performance improve by 80-85%.  

Zendesk exceeded Marsbet’s expectations. It allowed them to capture all customer service traffic within a single system, ensuring that each channel was well monitored and organised, thus improving the company’s customer relationships. Moreover, since Zendesk is mostly utilized by the Customer Service Department, it also helped with setting up, tracking and measuring the KPIs and performances of the different teams.   

The benefits 

Zendesk is the perfect tool for growing companies such as Marsbet. It is scalable, quick and easy to use, improving the overall effectiveness of customer service as well as marketing. Thanks to Zendesk and their partnership with iMovo, Marsbet now has a fully customized and branded Help Centre full of support and informative articles further augmenting communications with their customers.  Moreover, with Zendesk, Marsbet are now also able to run frequent (every 2/3 months) Net Promoter Score (NPS) surveys. This allows the company to effectively ‘listen’ to its customers, gather their feedback to continue improving on the product and service quality.   

Today Marsbet uses several products from the Zendesk suite. “There are so many different aspects of Zendesk that we rely on at Marsbet,” said Mr. Larsson.“These include Zendesk ChatMacros which enable us to reply to our customers within 5 seconds, Automation and e-mail/chat Triggers to welcome our customers or to redirect them easily and in an automated way, as well as Reports, which we use to see our performance, satisfaction, response time, waiting time values and of course to improve those sides of the departments. There are so many great features that are all vital to our department. Marketplace is also another great feature that allows different applications and features to be easily integrated to Zendesk.”  

Jack Larsson went on to explain how out of all these exciting features he is particularly happy with and relies mostly on Zendesk Message and their new Help Centre ( “Facebook and Twitter integration (Zendesk Message) is one of the things that we use most. Especially in this era of social media, it helps us a lot and as we continue to expand our operations, we look forward to adding more social media channels such as Instagram and YouTube.”  

“Our Help Center on the other hand, is what I believe gave Marsbet its competitive edge. The integration with the Live Support button on our website has helped a lot of our customers get the information they require quickly and in a professional environment, rather than waiting in line. In the future, we would like to rely on AnswerBot and Help Centre to decrease our chat flow, but this would largely depend on the availability of our different operational languages.”  

Mr. Larsson concluded that “Zendesk is very easy to use and thanks to iMovo, implementation and product take-up was very fast. It helps organize and improve the efficiencies in your department and provides solid monitoring tools for what you are trying to do. There are always things that can help the company be more efficient, and in this case, it would be having Answer Bot translated to our operation languages.” 

For more information about Zendesk or any of the services offered by iMovo, please contact us on [email protected].

About iMovo

At iMovo we specialise in Customer Experience Management (CEM), using Business Intelligence (BI), Big Data Analytics and Customer Relationship Management (CRM). Blending some of the most innovative technology solutions in the market with a formal advisory approach, we enable organisations to build long-term value relationships with their customers resulting in consistent and profitable growth.

Whether it’s increased regulation in the financial services industry, an increased need for governance in the public sector or the need to improve customer service, at iMovo we can help you leverage the information about your customers to improve workforce productivity by using leading edge technologies such as Zendesk.

About Zendesk

Zendesk provides a customer service platform designed to bring organisations and their customers closer together. The company provides a unique approach to customer engagement, enabling organisations to listen, respond and delight their customers in a fast and easy manner. With more than 57,000 paid customer accounts, Zendesk products are used by organisations in 150 countries and territories to provide support in more than 40 languages.

Disclaimer: All product and company names herein may be trademarks of their respective owners. To the best of our knowledge, all details were correct at the time of publishing; this information is subject to change without notice.





Product in use