'You see them every day so they trust you to look out for them'

If there is one person who is demonstrably qualified to describe life on the front line in the cause of helping punters bet safely it is Lorraine Archibald, Betting Shop Manager of the Year.

After all, an essential part of the skillset which brought her the trophy was her ability to look after customers' needs, while set questions to candidates on responsible gambling are an integral part of the Racing Post and SIS-sponsored competition.

Although she is in charge of all three Ladbrokes shops in Newtownards, County Down, Archibald is out on the shop floor every day and if this is the front line it is more Checkpoint Charlie than no-man's land.

"Good betting shop staff keep an eye out for punters who might be losing heavily. It's something you can't turn a blind eye to," she says. "Especially when you know people so well, you're looking out for them as part of your community.

"When I started as a cashier 20 years ago the term responsible gambling was unheard of but back then a good manager would have said to a customer: 'I think you've had your lot for today, you're chasing it'. It's the same in a pub when the bartender tells a customer they've had enough.

"Of course it's a difficult conversation to have. It can be embarrassing for the customer but it shouldn't feel embarrassing to us because we're provided with great training on how to approach a customer about their gambling.

"The bond is key," she adds. "You know them on a personal level and see them every day so they trust you to look out for them. In general they take it on board and appreciate it."

Having worked in Newtownards' betting shops for so long, first for Eastwoods then, after their takeover, for Ladbrokes, Archibald understands her customers thoroughly. "You can set your watch by who's coming through that door. It's like an extended family. When you know them so well, their betting patterns, their body language, it gives it away when they're acting out of character.

"Those alarm bells start ringing and you're doing your duty to approach them to have that conversation.

"Key indicators would be showing stress or aggression, or if they have their debit card declined at the counter.

"If John usually comes in, does a £10 bet and leaves but then starts betting hundreds you know there's something strange going on."

Although she is a natural, it is not just instinct that sees Archibald through. Ladbrokes' training includes internal modules on responsible gambling each year, with refreshers every few months. She is also proud of the way the firm voluntarily reduced stakes on Fixed-Odds Betting Terminals to £2 although there was no compulsion to do so in Northern Ireland where the suspension of the Stormont Assembly meant legislation was not passed.

There is still increasing automation in shops, so how does Archibald use her people skills with customers who interact more with machines than with staff? "I spend a lot of time out on the floor, especially now customers don't need to come to the counter," she says.

"I make a point of knowing customers who use self-service terminals. Just as with over-the-counter customers, you want to see the pattern of their usual stakes."

And what advice does she give them to help stay in control? "We have tools at their disposal and I'd encourage them to use our loyalty card, the Grid card, to build in a deposit limit or spending limit.

"Another piece of advice would be to bring a fixed amount of cash in your pocket. Leave the debit card at home so you don't feel pressure to top up your betting.

"Then there's time spent in the shop. If they're spending more time with us than with their families there's maybe an issue."

When a customer is in difficulty, what happens then? "We have the voluntary self-exclusion process when it gets to the point they can't control themselves. We would uphold that and we would expect the customer to do the same but unfortunately we don't have the same system in Northern Ireland as in Britain where if you exclude from one firm it's recognised by the other companies. Customers here can skip down the road to a bookmaker where they haven't excluded; we're not the only show in town.

"We know our customers' faces who have self-excluded and our staff refresh their memory every Monday morning by checking the folder of names and signing to ensure they've completed that task.

"The staff are very clued in to how important responsible gambling is. They're quick to spot problems and support each other if they don't feel comfortable having that conversation with a customer."

Punters under stress are as likely to take out their rage on staff as machines, so how do they cope with that? "You need to read the situation and decide whether it's safe to go out and approach the customer or let them cool off and speak to them on their next visit.

"They're better off in a betting shop because of the staff interaction rather than tapping away on their computer or phone, but it puts a lot of responsibility on staff to make that intervention. It gets a little easier with time and experience but it's daunting for newcomers. We watch how long they spend in the shop and how much they spend. We have spending-control leaflets around the tills and details about GamCare so they know where to turn next.

Archibald will be handing over her crown to a new champion on Monday but the pleasures of her day-to-day role will not diminish. "It's so rewarding when you're able to help someone, when you can make a difference," she says.

"We had a customer who self-excluded for three years and recently recommenced gambling. He came in and I asked 'How are you finding things back in the shop?' He said: 'I'm relaxed, I'm enjoying it, I'm in control'.

"I told him 'If there comes a point when you're not comfortable, come over to us', and he replied, 'It's great to know you're there to give a bit of support'.

"It's nice to hear that. Very rewarding. Someone enjoying their betting, which is how it should be."

If you are concerned about your gambling and are worried you may have a problem, click here to find advice on how you can receive help