At Betsson Group, careers are built on growth, trust and opportunity. In this interview, Viktorija Nikiforova, Head of Customer Service, shares her inspiring 10-year journey, from starting as a Customer Service Agent in the Baltics team to leading a global function within the company.
Today, Viktorija leads teams dedicated to delivering outstanding customer experiences, while fostering a culture of continuous learning and collaboration. She shares her perspective on empowering people, driving meaningful impact through strong leadership, and leveraging customer feedback as a key driver of continuous improvement across Betsson Group’s products and services.
Tell us about yourself
My name is Viktorija Nikiforova, and I am the Head of Customer Service at Betsson Group. My journey at Betsson started 10 years ago when I joined as a Customer Service Agent with the Baltics team.
How would you explain your job to someone who isn’t familiar with Customer Service (CS)?
It’s hard to find anyone who isn’t familiar with customer service in some way. It’s all around us – we experience it every day in stores, at the gym, in restaurants… everywhere. When I describe what I do, I like to keep it simple: I manage teams who take care of our customers, and I’m always looking for better ways to help them do that efficiently, professionally, and with empathy. My role is to make sure the team has the right tools, training, and knowledge to support our customers properly; and to meet both their expectations and Betsson’s high standards. At the same time, I make sure we actively share customer feedback with the wider company, so we can continuously improve not just the service itself, but also our products.
How has your role and job evolved since you joined?
I started at Betsson as a Customer Service Agent for the Latvian and Russian speaking market, and after about eight months I left to finish university. I remember joking or even promising that I’d be back, and two months later, I was. I returned to the same role and, after about a year, was promoted to Team Leader for the Baltic Customer Service team. Over time, my responsibilities expanded to include other markets, and I moved into a Team Manager position.
As the company’s strategy evolved to include B2B, our department identified the need for a dedicated stakeholder within Customer Service to oversee the B2B support setup, including several external locations such as Lithuania, Croatia, and later Serbia. Since I had already built strong relationships with these teams over the years, it felt like a natural progression for me to take on that responsibility.
After working as Head of Customer Service B2B for around four years, I was given a new opportunity this year – stepping into the role of Head of Customer Service with oversight of most support teams. In addition, now I’m responsible for several key global functions within the department, including Training and QA, Shift Leaders, and the CS Tech team.
Why Betsson Group?
At first, I joined out of curiosity – I wanted to learn more about iGaming and be part of a professional customer service team. Betsson was already a client of my previous workplace, so it felt like a safe and exciting step. Today I still choose Betsson every day because of how the company operates – we evolve and adapt to what makes sense today, and we’re constantly encouraged to grow as professionals. This environment pushes me to develop not just in my role, but as an individual.
I’m also inspired by how seriously Betsson listens to its customers and uses feedback to drive improvement. Seeing products like Sportsbook evolve and expand into B2B, and knowing the company is recognised for Responsible Gaming and as an Employer of Choice, makes me proud and happy to be part of this team.
What has been your proudest achievement so far in your role?
That’s a tough question, because no achievement is ever solely mine – so many people and their efforts stand behind every success. I could point to moments like building new teams, integrating a new provider or technology, or consistency of customer service statistics meeting targets year after year. But if I had to choose my proudest achievement, it’s the moments when a colleague thanks me for helping them grow – professionally or personally. Being a people manager often means giving tough feedback and guiding improvement, so hearing that you’ve made a positive difference in someone’s development is incredibly rewarding.
What does OneBetsson mean to you, and how do you see it come to life?
To me, OneBetsson is a mindset – the idea that everything we do should consider how it affects colleagues, teams, and departments across the company. It’s about making sure our work is aligned with the standards that unite us all at Betsson. If an initiative benefits one team but creates difficulties for others, it’s not the right solution – and we need to find a better one. Sharing good practices and processes is equally important and communication is key. Of course, OneBetsson goes far beyond Customer Service. From my experience, I know that I can reach out to anyone in the company with a question or challenge and get support. That willingness to collaborate and help each other is what OneBetsson truly means to me.
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