In my opinion, the most important thing is honesty and openness. 

Representatives of the bookmaker's office must constantly conduct a dialogue with users and customers.  It is necessary to promptly inform about your plans, talk about current activities, respond to criticism, and admit mistakes. 

The client will forgive the bookmaker for any mistake if it is promptly recognized and corrected. 

Feedback from users will allow the bookmaker to improve its activities and become better.