Customer Operations Manager

Self-Service 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 automationparticularly 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.

Team Leadership

Own the yearly team's roadmap of initiatives, setting ambitious but achievable team goals aligned with company and department objectives.

Define KPIs to track team success

Lead, coach, and empower the team, cultivating a high-performing, collaborative, and growth-oriented environment.

Foster a culture of accountability, innovation, and continuous improvement.

Provide structured performance feedback, mentor team members and ensure professional development across all levels.

Represent the team in leadership forums, workstreams, and planning meetings.

Qualifications & Skills

Required :

5+ years of experience in digital CX, self-service, chatbot design, or journey mapping, with at least 2 years in a formal people management or leadership role.

Proven ability to lead high-performing teams and build scalable frameworks across multiple lines of business.

Extensive Product knowledge across sports, casino, payments, promotions, RG, compliance, understanding of digital casino and sports betting customer behaviors, terminology, and compliance landscape and competitor markets.

Content & Knowledge Management : strong command of FAQs, help centers, agent scripts, and structured content frameworks.

Technical / Backend awareness : APIs, integrations, tools, bot frameworks, backend system limitations.

Data & Analytics skills : able to interpret BI dashboards, measure bot metrics, analyze contact drivers, and build business cases with data.

Process Re-engineering : ability to simplify complex workflows, identify redundancies, and redesign broken processes.

CX / UX Design Thinking : journey mapping, persona definition, empathy mapping, customer testing. Strong experience with tools like Miro, Figma, Lucid chart, or Smaply for journey mapping designs.

Vendor / Platform Management : experience working with chatbot vendors, omnichannel platforms, or RFP processes.

Strong Communication : ability to influence stakeholders across Product, Operations, Tech, and Exec leadership. Proven success in cross-functional collaboration.

Ability to manage multiple priorities under tight timelines while maintaining quality.

Bachelor's degree in : Information Management, Communications, Business Operations, or related field.

Experience in the iGaming, betting, fintech, or other high-compliance digital sectors.

Hands-on experience with chatbot platforms (e.g., Ada, LivePerson, Zendesk / SunCo Chat, Sprinklr or Dialogflow).

Preferred :

Essential Requirements :

Must be able to operate a computer or similar device for extended periods.

Comfortable working in a fast-paced, high-growth, and evolving environment with cross-functional ambiguity.

Skills : Customer-centric

Analytical thinking

Resilience, flexibility & agility

Leadership & social influence

Creative thinking

Technological literacy

AI & big data

Curiosity & lifelong learning

Talent management

Motivation & self-awareness

Empathy & active listening

Systems thinking