DraftKings is aiming to create a customer experience that “rivals no one” according to its Chief Customer Officer, Shawn Henley.

Appearing on the DraftKings Life Podcast, Henley detailed the operator’s commitment to a customer-first approach.

He said: “At the bottom line, we exist for our customers. If we don’t have customers who are enjoying it and want to continue to be with DraftKings, we will not be successful.

“We also know that our customers have choices. There’s a lot of operators out there and we want them to have the best, most effortless experience here so they don’t want to play anywhere else.”

DraftKings has expanded its presence in the US and launched a range of new products in recent years. The firm has also expanded its scope by acquiring companies such as Jackpocket and Golden Nugget. 

Despite the growth, Henley reiterated that DraftKings’ focus has not shifted from the customer during this time, and will continue to do so going forward.

He explained: “It’s been really great to see that despite all this growth, the focus on the customer has never waivered, and has become more critical. We have these different products and we want to make sure that the experience across all of them is consistently awesome and effortless.

“We’re going to continue to scale but always through the customer lens. We’re only going to look to launch things or expand into areas that we know our customers want. We don’t want to launch products that might not be good or might impact the customer. We want to go customer-first and only do things that they’re going to love because we exist to serve our customers.”

In the 11-minute-long interview, Henley also detailed his journey from being part of the US military to joining DraftKings and listed his proudest moment during his time at the bookmaker as the launch in its home state of Massachusetts, describing it as a “special moment”.