Yorkshire tech firm Vapour Cloud has promised to 'revolutionise' communication between Betfred and its customers with its new cloud-based platform.

The betting company has overhauled its call centre technology to adhere to evolving industry legislation.

The new omnichannel platform – Höllr – is powered by Vapour Cloud in association with pure technology group (PTG).

When fully deployed, the platform will encompass recordable voice, video, SMS, email and social media dialogue, with secure payment gateway for PCI DSS* Level 1 compliance.

"This really is a 'next generation' solution, particularly suitable for businesses with a B2C contact centre operation where security is a must," said Vapour chief executive Tim Mercer.

"The call recording facility will automatically stop, for example, when a customer inputs their card details. The DTMF (Dual Tone Multiple Frequencies) tones will also be masked so that the operator hears only a flat sound, then as soon as the three-digit CVC code is inputted, the recording will immediately re-start. This ensures the safe processing of extremely sensitive data."

The flexibility of the platform will also allow Betfred employees to work from home, should they need to, for business continuity in the event of a disaster recovery scenario.

The phased six-month roll out follows an extensive three-month ‘proof of concept’ project, with a VIP team of Betfred beta-testers.

Once fully operational within the 150-strong call centre in Wigan, the platform will be implemented throughout the full network of 1,700 UK shops.

Mercer added: "Betfred has long prioritised the security of its customers details, but as cloud-based tech evolves so too do the opportunities to ensure even greater compliance. This is particularly important given the looming introduction of GDPR. The investment will also promote greater flexibility within the team, without any detriment to the customer experience."

Mark Hilton, Betfred’s head of customer services, said: "We are delighted to secure a deal with Vapour Cloud, which will greatly improve the customer experience and make us even more efficient."

Betfred receives an average of 50,000 incoming calls per month.