Sky Betting and Gaming, a subsidiary of BSkyB, has launched a live chat facility on its websites to improve customer support.
Powered by Talisma Chat, customers to the Sky Bet, Sky Poker, Sky Vegas and Sky Bingo websites can now receive live, 24-hour assistance by clicking on a "start a chat" button.
The service has already increased the number of interactions with customers by 20%, despite a 30% reduction in incoming e-mails.
Sky Betting and Gaming went live with Talisma Chat on 5 April, on the day of the Grand National, and held 770 live chat sessions with visitors to skybet.com.
Following this successful pilot, Sky Betting and Gaming rolled out the customer interaction technology across all website products on 5 May, and its 40-strong customer service team can now provide instant responses to customer queries.
Collaboration features allow Sky Betting and Gaming agents to push web pages to customers in a live session.
For example, they could be given the latest results of a football match, or they could co-browse product websites to help them find exactly what they are looking for, such as the latest odds on Big Brother, or details of televised poker tournaments.
Peter Nolan, customer operations director of Sky Betting and Gaming, said, "All our products are live and we must be able to help our customers at their exact point of need, which is why online chat is ideal".
Nolan said, "Whilst we have significantly reduced the number of incoming e-mails, the ease of use and live nature of Talisma Chat has encouraged our customers to become really proactive about contacting us.
"We are already averaging 300 chat sessions per day just weeks after going live."
In addition to assisting front-line staff, Talisma Chat is enabling Sky Betting and Gaming's management team to continuously review its service levels, by providing access to service level dashboards, timers, historical and real-time reports, and chat transcripts, to identify opportunities for improvement and monitor agent performance.