How STS Turns High‑Traffic Pressure into 82% Customer Happiness

The challenge

STS is the leading sports betting company in Poland, attracting everyone from first-time bettors to seasoned players who wager on everything from football to niche sports and entertainment shows.

But behind the excitement lies a massive operational challenge: 40,000–50,000 chats every month. Over 500,000 each year, all driven by adrenaline, questions, or frustration. The pressure was constant, and the stakes were high. STS needed a support engine strong enough to handle this volume — and human enough to keep customers feeling heard.

Our approach is that people actually prefer human interactions. So whenever our agents are available, you will be redirected to a real person in most of the cases.

Natalia Joniec, Customer Care Manager, Appsvio

STS’s first choice was LiveChat, supported by ChatBot — the tools that would soon transform how they handle high volumes of traffic without losing the human touch.

The solution

The transformation begins

The challenge was clear: 40,000 to 50,000 chats every month, each carrying its own urgency and emotion. On match days, the spikes could be even higher, threatening to overwhelm even the most experienced agents.

Implementation was simple. Agents started using LiveChat and the ChatBot right away, and everything connected smoothly with KnowledgeBase and HelpDesk.

In just a few weeks, STS had skill-based routing, priority handling, and chatbot workflows up and running — and from day one, the system proved it could handle tens of thousands of chats without losing the personal touch.

Here’s the setup behind their support:

A team of ~30 customer care specialists — covering frontline chat, responsible-gambling advisory, chatbot design, and voice-of-customer analysis. Each specialist has a clear role, ensuring that every interaction is handled by someone who truly understands the topic.

Skill-based routing — from the moment a customer sends a message, the system directs it to the right specialist: sportsbook, payments, promotions, or responsible gambling. This ensures customers get accurate answers quickly and reduces the frustration of being bounced between agents.

Priority-based support — when traffic surges, agents step in across topics, helping each other where needed. This flexible approach keeps queues short, ensures faster responses, and maintains a smooth experience even under heavy load.

Chatbot + KnowledgeBase for routine queries — handling common questions instantly, reliably, and consistently. This takes the pressure off agents, allowing them to focus on more complex or sensitive interactions while customers get the answers they need without waiting.

Canned responses + AI-powered tone-adjustment tools — letting agents reply quickly but still sound natural and empathetic. Whether a customer is frustrated or excited, agents can communicate in the right tone, keeping the interaction personal and human.

Continuous feedback loop — insights from chats, including sentiment shifts, recurring issues, and customer suggestions, are passed back to product teams. This ensures that customer feedback doesn’t just stop at support — it helps improve the product and the overall customer experience.

The result

From chat floods to customer delight

Handling tens of thousands of chats every month, especially during peak match days, is no small feat. STS not only kept up with the volume — they turned it into an opportunity to deliver fast, personal, and highly satisfying support.

→ Queue reduction by ~20% during peak periods

One of the first signs that the new system was working appeared on match days. With skill-based routing and priority support in place, customers stopped getting bounced between agents. Queues dropped by around 20%, even during spikes of 40–50,000 chats per month.

→ High customer satisfaction — 82% average, improving

Despite the pressure of high volumes and emotionally charged chats, STS maintained an average customer satisfaction score of 82%. Thanks to a mix of human expertise, AI-assisted tools, and continuous feedback loops, satisfaction didn’t just stay steady — it gradually improved over time.

→ ChatBot resolves 16,000+ chats independently in 7 months

Routine questions no longer clogged the queues. In just seven months, the ChatBot handled more than 16,000 chats independently, giving customers instant answers while freeing agents to focus on complex, high-touch interactions.

→ Team efficiency boosted by ~20%

With the new routing system and topic specialization, the support team handled more chats faster. Workflows improved without adding stress, letting agents provide quality service even during the busiest periods.

→ Misunderstood messages dropped from 22% to 13%

Continuous bot training, workflow monitoring, and AI-assisted guidance for agents reduced errors in understanding customer queries by 9 percentage points in a year.

Smarter, faster, human support

STS is proving that high-volume, high-stakes customer service doesn’t have to sacrifice empathy. With LiveChat, AI-powered ChatBot, and continuous feedback loops, every chat becomes a chance to learn, adapt, and improve.

The future of STS support is a seamless partnership between technology and human expertise — where even the busiest days are met with speed, precision, and care, and where player well-being and responsible gambling remain at the heart of every interaction.

As the industry evolves, STS is ready not just to keep up, but to set the standard for what truly exceptional, human-centered support looks like.

Justyna Polaczyk

LiveChat