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