Improved the lotto “Winning Experience” at BCLC
BCLC’s lotto “winning experience” had confusing services and a slow prize-claim process, raising costs for the business.
I led field research and journey-mapping to understand lotto winners’ complete experiences. Insights led to service changes, like raising the prize-claim limit from $2,000 to $10,000.
What is BCLC?
BCLC is a government agency that manages legal gambling in British Columbia, Canada. It earns nearly $3 billion each year for the province. Its activities include lottery and casino games, both online and in-person, along with a responsible gambling program called GameSense.
Fixing an expensive, slow service
BCLC’s prize-claim process for lotto players, called “the winning experience,” was disjointed and expensive, with misaligned policies and siloed teams. Some common examples:
Retailers were reluctant to honour small prizes, inconveniencing winners.
The online prize-claim process wasn’t well-known which was frustrating for people who travelled a long way to pickup their prize.
Front-line staff expressed frustration with opaque or duplicate policies.
My role and approach
I led and coached a 5-person CX team through field research, journey-mapping, and opportunity prioritization to reduce overhead and streamline service delivery.
The team included one CX Manager, a Business Analyst, a two Market Researchers.
I designed a project plan, including research methods, recruitment criteria, and deliverables.
Methods included
Field intercepts to observe winners directly
Interviews with past lottery winners and front-line staff
A large-scale survey to lottery retailers
I then divided the work amongst the team so that we could deliver insights more quickly.
We then combined our notes and created a journey map, prioritizing opportunities based on our findings with business stakeholders.
Last, we worked together with the wider business to share our insights, recommendations and, ultimately, to operationalize service changes.
Impact
Our work drove service changes at the company-level, including increasing the prize payout threshold from $2,000 to $10,000.
The prize payout threshold had the greatest effect on both BCLC and winners. Winners could claim larger prizes at locations with better hours and access, easing the pressure on staff during busy times like the Superbowl or just after a $1 million lotto draw.
We also improved:
Customer support messaging for prize-claim winners
Expanded prize claim centre hours during peak times, such as right after a big lotto draw.