Customer Operations Manager

About the Role

The Self-Service Customer Operations Manager plays a pivotal strategic role in leading the design and optimization of self-service experiences across our digital platforms, with a strong focus on journey mapping and chatbot interaction design. This role is instrumental in enhancing customer satisfaction and operational efficiency by delivering intuitive, seamless, and data-informed self-service solutions for our players.

As a key member of the Digital Customer Operations team, the role will work cross-functionally with Product, UX/UI, Customer Operations, Knowledge Management and Optimization teams to understand player behaviors, pain points, and opportunities for automation—particularly within our chatbot and help center ecosystems.

Key Responsibilities

Customer Journey Mapping & Optimization

• Test key player journeys (across all brands and states) - Identify and document all customer touchpoints of the unhappy paths (registration and account management, promotions and bonus wagering deposit and withdrawal, sports and casino game play, rewards program, etc.)

• Conduct end-to-end customer journey mapping to identify friction points that drive contacts and self-service opportunities.

• Translate journey insights into actionable recommendations for:

  • Product verticals: to improve in-app error messages and content, features and CTAs, UX flows, and platform design and ensure lower propensity to contacts and decrease of CS contact volumes.

  • Chatbot enhancements: ensure our bots mirror optimized journeys, deflect repetitive contacts, and provide accurate next-best action.

  • Process optimization: align with Operations and Knowledge Management teams to close gaps in workflows and escalation paths.

  • Data insights optimization: Contribute to Conversational Analytics (case categorization) matrix optimization based on journeys touch points and contact drivers.

• Continuously validate journey maps against live data and update as new features/flows roll out.

External Knowledgebase and Chatbot Strategy & Design

• Own the strategy, design, and continuous optimization of chatbot journeys across platforms.

• Design, test, and optimize conversational flows (e.g. account management, deposits failed, withdrawals, bets settlement, bonus journeys, W-2G, responsible gaming, etc.) to ensure deflection of volumes. Define escalation logic to ensure warm handoffs to live agents when required.

• Oversee customer-facing content governance, ensuring knowledge articles, FAQs, and intent training data are accurate, current, and localized and integrated with chatbot experiences.

• Ensure chatbot scripts align with brand tone, consistent voice, regulatory requirements and compliance standards (e.g., responsible gambling, age verification, KYC). 

• Partner with Product & Tech to ensure back-office tools/API integrations support seamless bot-to-agent and bot-to-tool handoffs.

• Work with Optimization Manager to structure intents, conversation flows, escalation paths, and fallback strategies.

• Manage NLP Model (Natural Language Processing) performance, train and optimize the bot’s intent recognition, entity extraction, and multi-intent handling; continuously monitor and retrain models to reduce “confused” interactions and improve automation accuracy, mapping unrecognized intents, reducing “confused” rates.

• Identify new automation opportunities to improve customer support while reducing contact volume to live agents.

• Own the chatbot roadmap and performance KPIs (True Containment rate, Deflection impact, Confused Bot rate, Transfer to Agent rate, automation success), document trends in failed/deflected contacts, and identify areas of improvement.

Cross-functional Collaboration

• Partner with Customer Operations, Product, and Marketing teams to align on the activation of new product features, promotions, and campaigns requiring chatbot or self-service updates.

• Lead workshops with stakeholders to ideate and co-create new self-service experiences, based on contact drivers trends and sport events calendar.

• Maintain close alignment with Legal, Compliance, and Responsible Gaming teams to ensure all journeys are fully compliant.