Lead Customer Services Advisor in London

At Betfred, we’re proud of where we’ve come from – a strong retail heritage and a growing digital presence, both built on resilience, independence, and a deep connection to our customers. As our Customer Service operation continues to evolve across Retail, Digital, and Social channels, we’re strengthening the way we support our teams and deliver consistent, high-quality service.

We’re introducing the Lead Customer Service Agent role to provide additional support, stability, and experience on the frontline. This role plays a key part in maintaining service standards, supporting colleagues, and ensuring customers continue to receive excellent outcomes during day-to-day operations.

Your role in our journey:

• Act as a senior point of support within the Customer Service team, combining hands-on customer service delivery with additional responsibilities that help maintain operational flow and service quality.
• Support Advisors on shift, provide continuity during Team Leader absence, and act as an initial escalation point for customer queries requiring additional guidance.
• Play an important role in role-modeling expected behaviours, supporting development, and helping the team deliver a consistent, first-class customer experience.
• This role is designed to evolve as the operation grows, offering flexibility to support new responsibilities and ways of working as required.

Responsibilities:

• Carry out all responsibilities alongside your core Customer Service Agent duties, continuing to handle customer contacts as part of the live operation.
• Deliver high-quality customer service, taking full ownership of customer queries and ensuring fair, accurate, and timely outcomes.
• Support live customer service activity, including working manual queues and supporting real-time customer contact to maintain service levels.
• Provide operational continuity during Team Leader absence, supporting day-to-day flow and acting as a point of reference for the team.
• Act as the first point of contact for customer escalations requesting a manager, resolving where appropriate or escalating in line with agreed processes.
• Provide QA continuity and performance feedback during Team Leader absence, supporting consistent standards and service quality.
• Support new starters through buddying, floor walking, and day-to-day guidance, helping build confidence and capability.
• Assist with training activity and knowledge sharing, reinforcing correct processes and ways of working.
• Prepare and support team communications and meetings, ensuring information is shared clearly and consistently.
• Role-model expected behaviours, standards, and service quality, leading by example in every customer interaction.
• Maintain accurate records, documentation, and system updates in line with company and regulatory requirements.
• Support operational priorities as required, including manual work and additional tasks needed to maintain service stability.
• Undertake additional duties aligned to the role as it evolves, supporting new responsibilities, processes, or initiatives as the Customer Service operation develops.

We are dedicated to promoting safer gambling practices to ensure a responsible and enjoyable experience for all our customers. We prioritise player safety and well-being, providing resources and support for those who may need assistance. Our commitment to responsible gambling is integral to our operations, and we actively promote awareness and education to help our customers make informed decisions.

What you’ll need to succeed:

• Proven experience in a customer service role within a fast-paced environment.
• A consistent record of achieving, or working towards achieving, agreed performance and quality targets in a Customer Service Agent role.
• A strong customer-first mindset, with a clear focus on achieving positive and fair outcomes.
• Excellent communication skills, with the ability to communicate clearly, confidently, and professionally.
• The ability to remain calm, organised, and solution-focused during busy or challenging situations.
• Strong attention to detail, with the ability to maintain accuracy across systems and processes.
• Confidence supporting colleagues, sharing knowledge, and providing constructive guidance.
• A proactive and flexible approach, with a willingness to take on additional responsibility as the role evolves.
• The ability to work collaboratively while maintaining personal accountability.
• An understanding of the betting and gaming industry is desirable, with a willingness to develop knowledge of products, promotions, and regulatory responsibilities.

Why join us now?

The Lead Customer Service Agent role is an exciting opportunity to step into a senior frontline position, offering increased responsibility, exposure, and development without moving into formal people management. You’ll continue to work in line with the standard Customer Service Agent working pattern, operating on an 8-week rolling rota (5 days from 7), with shifts scheduled across Customer Service operating hours. This ensures consistency with the wider team while providing the opportunity to develop additional skills and experience within a live operational environment.

You’ll play a key role in supporting your team, maintaining service standards, and contributing to a positive and consistent customer experience. As this is a newly introduced role, you’ll also have the opportunity to help shape how it develops over time, working closely with Team Leaders and Managers as the operation evolves.

If you’re looking to build on your customer service experience, support others, and make a meaningful impact on both customers and colleagues, we’re ready to welcome you.