FSB Tech – Customer Story

Sportsbook Specialists Optimise Work with Robotic Process Automation

Industy Tech Leaders FSB select automation experts L&W to accelerate transformation

As the industry’s technology disruptor, FSB Tech are always seeking new and innovative ways to work smarter rather than harder, and with ambitions on further expansion, they had a very specific set of requirements that they wanted automation to deliver for them:
  • Help manage scalable Growth by optimising employee Productivity.
  • Add Value but Reduce Cost to serve customers profitably.
  • Help to maintain regulatory Compliance throughout the customer lifecycle.
  • Support employees to provide exceptional Customer Satisfaction.
  • Provide Resilience and Agility to help manage external risks and threats.

Overview

FSB Tech (https://fsbtech.comwas founded in 2007 by sports betting veterans who understood that consumer demand, live betting, smartphone penetration and evolving European gaming regulations would fundamentally change the operations behind a modern betting and gaming service. Over a decade on,

FSB offer one of the most customisable, efficient and reliable omnichannel sports betting platform and tools to help operators drive revenue, reduce operating cost and maximise marketing ROI.

Overview

FSB Tech (https://fsbtech.comwas founded in 2007 by sports betting veterans who understood that consumer demand, live betting, smartphone penetration and evolving European gaming regulations would fundamentally change the operations behind a modern betting and gaming service. Over a decade on,

FSB offer one of the most customisable, efficient and reliable omnichannel sports betting platform and tools to help operators drive revenue, reduce operating cost and maximise marketing ROI.

 

Sportsbook Specialists Optimise with Automation

Industy Tech Leaders FSB select automation experts L&W to accelerate transformation

As the industry’s technology disruptor, FSB Tech are always seeking new and innovative ways to work smarter rather than harder, and with ambitions on further expansion, they had a very specific set of requirements that they wanted automation to deliver for them:
  • Help manage scalable Growth by optimising employee Productivity.
  • Add Value but Reduce Cost to serve customers profitably.
  • Help to maintain regulatory Compliance throughout the customer lifecycle.
  • Support employees to provide exceptional Customer Satisfaction.
  • Provide Resilience and Agility to help manage external risks and threats.

A Clear Strategy & Plan from the Start

To deliver these strategic benefits, it was agreed that we would automate:

  1. Existing repetitive, routine, work that is already being done manually.
  2. Existing repetitive, routine, manual work that will increase in the future.
  3. New repetitive, routine work that will be done manually in future.

Redefining Familiar Challenges

The programme commenced with a familiar foe in the Finance & Accounting department, one that was also close the CFO’s heart. The Customer Invoicing process.

It was taking 6 people 15 working days to produce 18 very manual but complex invoices and account statements.

All of the work had to be done on spreadsheets, due to the huge amount of data from multiple sources and the complexity of the calculations involved. And the exercise was a highly repetitive albeit very detailed task that demanded very focused concentration and time for the finance team to produce and check.

The time spent creating the invoices left little to no time for the department to add any real value or improve the process significantly and restricted career opportunities for the team – just laborious hard graft. This was a perfect example of the kind of work that automation needed to transform, not just to improve the lives of the finance team, but to create a process model that was fit for expansion and growth.

L&W’s automation solutions use non-invasive technology that can be rapidly deployed without extensive or expensive integration into the IT ecosystem and is therefore perfect to emulate and automate repetitive tasks.

Begin at the beginning, with the end in mind

The Customer Invoicing process involved many moving parts, and required data and calculations at different times. Therefore, the process was initially broken down into a number of key stages, which helped make the automation manageable, but also accelerated the realisation of benefits.

It soon became evident, that the scope of the Customer Invoicing process could be expanded beyond what was originally imagined by the finance team, so plans for the automated solution were built around a structure flexible enough to accommodate a version 2.0 in the near future.

Within a few weeks, and with the emerging global COVID pandemic as a backdrop, L&W had developed the first finance robot, which the finance team named “Ruby”. The robot included a variable business logic configurator that the finance team could update themselves according to changes in business requirements.

Once the robot was live, the CFO could afford not to replace and back-fill two leavers from the finance team, which delivered an instant cost saving, in addition to the time savings in finance, and the accelerated invoicing meant better cash flow too.

Whilst version 2.0 of the Customer Invoicing process was being planned, the UK government officially released the Job Retention Scheme requiring the finance team (namely the CFO) to process Furlough claims for those staff now on leave.

Luckily, however, L&W had a robotic solution on hand, “Furlottie” the Furlough Robot, which L&W ran as a managed service. The CFO only had to provide the required list of employees and payments, and “Furlottie” did the rest, logging in to HMRC, processing the claims and saving a not so insignificant amount of time for the CFO.

A new challenge arrives!

Andrew Bowen, CFO said: “The Furlough claims process was incredibly manual for me, because we had fewer than 100 employees and couldn’t simply upload a spreadsheet to the HMRC portal, which meant manually adding each employee, one at a time. Thankfully, L&W’s Furlough Robot took the majority of the work off my hands, saving me time and hassle every week, without making any mistakes!

The Furlough claims process was incredibly manual for me, because we had fewer than 100 employees and couldn’t simply upload a spreadsheet to the HMRC portal, which meant manually adding each employee, one at a time. Thankfully, L&W’s Furlough Robot took the majority of the work off my hands, saving me time and hassle every week, without making any mistakes!”.

Value Proven Now Time to Expand

With the concept of automation truly proven for FSB, attention turned to other areas of the business, where manual, repetitive work could be found, and it didn’t take long to find it.

Fortunately, FSB had just hired a new COO, Glenn Elliott, who was open to innovation and keen to establish some early wins for his new department. Working with Andrew and Glenn, L&W hosted a discovery call with some key figures in the Customer Operations process. A dozen good possible candidates were identified and evaluated, two were highlight as the front runners, and finally the Marketing Promotions process was selected for automation next, in parallel with Customer Invoicing 2.0.

The Promotions Awards process was a daily task which had to be completed, manually, at the start of every day to ensure customer promotions were up to date and accurate.

The process itself was relatively straight forward and followed logical steps, but each promotion was different, with its own set of parameters and rules, which needed to be fully detailed and modifiable by the team as and when circumstances changed.

The process was also very mundane and had to be completed before 9am, seven days a week, which meant no rest for the team. On average, the process was taking 2-3 people, 2-3 hours every day to complete.

Working with the promotions team, it took some time to properly document and standardise the various rules and variables involved, but once done, the robot was built and ready for extensive user testing – given the nature of the process, this is something that everyone wanted to get right first time.

Not just Cost Savings with Customer Robot

Tom Oswick, Customer Services & Regulatory Manager said: “It’s like having an extra member of staff that’s super fast, super accurate, that doesn’t mind starting work at 6am in the morning to get the work done!”.

It’s like having an extra member of staff that’s super fast, super accurate, that doesn’t mind starting work at 6am in the morning to get the work done!”.

Getting Operational

With the success of the Promotions Awards process, Glenn was keen to explore other areas too, so introduced his Trading team to the robots next.

The Trading team had a variety of manual tasks, but one which stood out above the rest, was a daily task which required the team to manually set-up, update and maintain the information for over 100 football leagues each week (sometimes twice).

The process was relatively simple, but the manual tasks involved approximately 10 screen clicks per game, multiply by 10 games per league for over 100 leagues, so it was clear to see where the benefits were.

With the momentum now building, the L&W team were able to quickly develop a robot solution which automated the entire process and saved hundred of hours of manual effort which they can spend on more valuable activities instead.

Lawrence & Wedlock are continuing to support FSB to discover, develop and support other process activities suitable for automation and explore how the future of work could help shape growth plans, improve business processes and free experienced staff to better service customers.

A new AI driven chatbot was also deployed for employees to submit their process automation ideas, which has proven invaluable in building a pipeline of automations, and allowing people across the business to engage when they want, and it only takes a mintute or two to submit an idea.

Andrew Bowen, CFO at FSB, gave his top tips for embarking on an automation programme: “It’s been a very rewarding and enjoyable experience so far, I knew automation robots would be beneficial for us, it was just a case of finding our groove”.

Andy’s top tips for any CFO’s considering automation are:

  1. Make sure you find people in your business who are motivated to help & learn
  2. Sell the idea to your teams as making work better and less boring
  3. Pick good and knowledgeable consultants
  4. Don’t be scared – the value is there
  5. Look to get value from other areas of the business too

The Future of Work Blueprint

  • Furlough Bot is 99% faster, 100% accurate and saved 0.5 FTE

  • Invoicing Bot is 98% faster, 100% accurate, and saving 2 FTEs

  • Promotions Bot is 99% faster, 100% accurate, and saving 1.5 FTE

  • Trading Bot is 99% faster, 100% accurate and saves 2 FTE

  • Bots being used automate processes across many areas of the business