For online betting organization Betfair, based in the United Kingdom, scrupulous identification of customers is vital. Within 72 hours of creating a Betfair account, the customer’s age must be verified to be 18 years or older.
Betfair’s verification process is a necessary part of protecting customers and the business, and for complying with relevant U.K. legislation. For the vast majority of customers, this is a non-intrusive background process.
In some cases, the customers must contact a Betfair help desk agent to manually complete the process. Slow cycle time and resulting customer complaints regarding this process prompted Betfair to do a rapid process improvement project, based on the DMAIC roadmap, on the cycle time of age verification.
The project was a finalist in the Largest-breakthrough Improvement Projects for the 2010 iSixSigma Live! Awards.