Pieter Hall
Zendesk Administration Manager
Summary
Experienced Customer Operations & Zendesk Admin Leader with 18+ years in Online Gaming. Proven success in building and scaling Customer Service departments across B2C/B2B brands under global regulatory frameworks. Adept in cross-functional collaboration, team development, and automation. Recently focused on bot implementation, Gen AI content, and A/B testing to drive CX innovation.
Overview
20
20
years of professional experience
6
6
Certifications
Work History
Zendesk Administration Manager
Delasport
03.2024 - Current
- Administrator for 2 Zendesk Suite instances, ~100 brands, 18 departments and 255 staff user profiles.
- Serve as the main point of contact for Zendesk-related inquiries and escalations.
- Configured user roles, permissions, and access levels to match organizational structure and security policies.
- Moved away from Legacy Live Chat and rolled out Messenger across all brands enhancing customer communication and query resolution options.
- Rolled out Authenticate End User for Messaging providing allowing for communication across multiple devices resulting in improved productivity by eliminating unnecessary steps.
- Improved the standard CSAT survey allowing for the business to dive deeper into customer pain points.
- Configured and implemented ~100 simple bots across multiple languages, building structured answer journeys with extensive training phrases.
- Currently leading A/B testing to compare Help Center Gen AI content vs. direct bot answer methodologies to identify optimal performance and user engagement.
- Designed and implement ticketing workflows, automations, and macros for smoother operational processes.
- Integrated Zendesk with internal systems and third-party apps for seamless data flow and workflow automation.
- Analyze KPIs through Zendesk native and custom built reporting tools to highlight trends and identify improvement areas to enhance service quality.
- Conducted presentations and training sessions to Zendesk users highlighting the improved features and development roadmap.
- Created and documented training materials for continuous learning for both staff and admins
- Collaborated with stakeholders to design, configure and implement chatbots and automation solutions.
- Liaise with Zendesk support teams and vendors to resolve technical issues.
- Ensure compliance with data protection regulations and internal security policies through regular audits of Zendesk configurations and permissions.
Head of Customer Service
Delasport
11.2019 - 02.2024
- Determine and implement the short-, mid-, and long-term strategy for the Customer Service Department through effective collaboration with business stakeholders.
- Responsible for the day-to-day operations of the customer service teams consisting of 30+ white labels / turnkey solutions.
- Heading two Customer Service Departments of 80+ FTEs across two sites / four offices directing Team Leaders, Trainers, Shift Managers, Quality Assurance and Customer Support Agents (multiple language teams)
- Expanded the coverage of customer service from 16 hours to a 24/7, 365- day operation.
- Restructured the department by implementing a tiered hierarchy which allowed for effective task management and delegation whilst empowering staff through promotion(s).
- Established effective recruitment, training, retention, and development strategies to meet the ever-growing needs of the business.
- Created a full suite of processes and procedures to facilitate the need of handling customers in line with regulatory requirements.
- Optimized the use of the CRM solution by introducing robust workflows, automation, routing, and reporting that enabled the business to gain an insight into the customer base resulting in overall improved services to customers.
- Through hands-on management techniques the customer experience has improved as measured by a variety of KPIs such as missed chat %, response times, handling times, CSAT, quality assurance amongst others.
- Implemented a bottom-up bonus and incentive scheme using the pay-for-performance approach that increased individual and team motivation and drove the department toward common goals resulting in an overall improved service.
Head of Customer Service
BetBright (now 888 Spectate)
08.2015 - 01.2019
- Lay out short-, medium-, and long-term strategy for the Customer Service department.
- Led the research, negotiations, design, and roll-out of an all-in-one CRM solution for the Customer Service, VIP, Payments, Fraud, and Compliance departments.
- Introduced, managed, and updated content for the Help Centre resulting in a self-service function for customers and a reduction in cost for human resources.
- Created and published content via Trustpilot, a consumer review platform. Customer reviews saw BetBright position within the Top 10 betting operators worldwide.
- Significantly boosted Customer Satisfaction (CSAT) from 60% to 85% (top box) through a successful quality assurance program.
- Customer Service consistently highest-rated aspect business-wide in multiple NPS surveys.
- Restructured the Customer Service recruitment and retention strategy resulting in an overall increase in department performance.
- Contributed to the overall business performance using Customer Service as a talent acquisition channel.
Customer Service Department Manager
ActiveWin
08.2014 - 06.2015
- Assisting in the daily customer service operations for a portfolio of brands offering multiple products.
- Scheduling staff cover for all brands.
- Set-up and maintain customer service KPI / SLA targets.
- Evaluating performance levels providing regular coaching to increase productivity.
- Manage customers' accounts and assist with account management related issues.
- Acting as a primary source of information regarding promotions, product knowledge and offers.
- Final point of contact for complex cases regarding responsible gambling, compliance, and complaints.
- Managing aspects of social media exposure for the brands through Facebook and Twitter.
- Running a social media campaign to interact and attract new customers.
Customer Service Department Manager
Paragon ICC (Playtech)
12.2012 - 03.2014
- Setup and delivered the logistics for a fully functional Customer Service Department for the launch of the Winner Sportsbook brand.
- Responsible for the implementation and streamlining of interdepartmental communication across 3 call centres (UK, PHL, BG).
- Negotiated and determined in-house quality standards and processes to drive the customer experience.
- Accountable for recruitment, training, position assignment and overall staff supervision for the Customer Service and Quality Assurance Teams.
Customer Service Professional Advisor
William Hill
02.2010 - 12.2012
- Worked with middle and higher management to deliver competition beating service across newly formed European markets.
- Designed training plans for a range of products to be delivered across the call centre of ~100 staff.
- Financial and KPI/SLA reports submitted to Customer Service Director on a daily, weekly, and monthly basis suggesting areas of improvement.
Customer Service Team Lead
William Hill
06.2005 - 02.2010
- Distributed and monitored the team's daily workload.
- Compile daily reports of all inbound contacts and implement changes to reduce friction points.
- Trained new members of staff
Certification
Maltese RG Regulations 2024
References
Alex Kahn
Former CMO at BetBright
Currently Chief Marketing Officer of Timgu Ltd / CP
Teodora Breskovska-Hall
Former Head of Casino at BetBright Former Head of Casino at Soft2Bet
Current Owner and CEO Hall Strategy Consulting
Reference contact details available upon Request.
Timeline
Zendesk Administration Manager
Delasport
03.2024 - Current
Head of Customer Service
Delasport
11.2019 - 02.2024
Head of Customer Service
BetBright (now 888 Spectate)
08.2015 - 01.2019
Customer Service Department Manager
ActiveWin
08.2014 - 06.2015
Customer Service Department Manager
Paragon ICC (Playtech)
12.2012 - 03.2014
Customer Service Professional Advisor
William Hill
02.2010 - 12.2012
Customer Service Team Lead
William Hill
06.2005 - 02.2010
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