Case Study - NIACTA.
NIACTA is the Northern Ireland trade association for the amusement and gaming centre industry. Businesses represented by NIACTA can be found on every High Street.
The association is dedicated to promoting responsible gambling across their industry and they have championed the “Think21” policy to promote a strict over 18 policy.
Challenge Faced
The association is dedicated to promoting responsible gambling across their industry and although age testing is not a legal requirement they have introduced it for all members as part of their commitment to social responsibility. The association needed to measure the success of the rollout of the Think21 campaign.
Solution
Insight NI designed and conducted age testing audits to all NIACTA centres to ensure staff were upholding all legislation and guidelines around the Think 21 policy including enforcing entrance age restrictions. We also measured the delivery style and tone of staff to help assess how well the training was being implemented.
Prior to running the mystery audits, Insight NI conducted an entire recruitment process to enlist new shoppers that matched the exact age profile. Detailed briefings and individual training were delivered to every shopper to ensure the programme was rolled out successfully.
Catherine Scott delivered feedback sessions to both the board and members to share the insights and learning outcomes of the audits.
Results
Year on year, the Think21 policy has been increasingly withheld, accepted and embraced by NIACTA members reinforcing the associations commitment to ensuring that young people and vulnerable persons are being safeguarded from being harmed or exploited by gambling. The programme has also been successful in improving customer service standards as stated by one participant “The reports have been very beneficial, as they have given us an impartial and constructive insight into wither or not our staff are offering the quality of customer service that the company expects of them, also pointing out any other areas that may need improving..... I think they will only improve the quality of service and overall standards."