Providing customer service excellence during the biggest horse racing events of the year

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Capita Customer Management 18th June 2019 2 minute read

Providing customer service excellence during the biggest horse racing events of the year

Capita Customer Management has provided customer support services to William Hill since 2011. This includes providing crucial support during some of the sporting calendar’s most popular events. The Grand National is one of the biggest events in UK horse racing, and our William Hill team pulled out all the stops to ensure that they were ready for the busiest weekend of 2019.

The Grand National is always a mammoth event for Capita Customer Management’s William Hill operation, requiring months of advance planning to ensure a fantastic customer experience in the run up to the big race. This year’s event on the 6th April was no different. Working with departments across Capita Customer Management such as Planning, Recruitment, Learning & Development and IT, the team had to:

  • Create a robust plan to meet the complexities and challenges of the Grand National
  • Recruit and train 100 people for one day’s work
  • Find additional seats at the site in Dearne Valley to accommodate the new recruits
  • Invest over 200 hours of IT networking and telephony resource to support during the event

On the home straight

On race day itself approximately 263 advisors from across Customer Management were in place to support the William Hill team. Representatives from all supporting departments were onsite, available and ready to help in the event of any issues, and 10 additional support agents were on hand to answer advisor queries.

Keen to ensure that colleagues still got to join in the fun of the event, the management team held a range of competitions and contests throughout the day. Advisors had the chance to win prizes such as coffee machines, Echo Dots, Amazon Kindles, drones and even a 49” HD TV!

Hitting the jackpot

Thanks to the team pulling together and working towards a shared goal, a brilliant Grand National was delivered for William Hill. The day was a huge success, with the client and customers alike left satisfied. Results included:

  • An industry-leading performance PCA of 99.0% of tele-betting calls answered on the day
  • 68,524 bets processed across the entire Aintree Festival
  • Over 25,000 total calls answered across all departments

Russ Duke, On-Site Client Operation Manager for William Hill, said, “The atmosphere on the floor was amazing, and everyone got engaged in the thrill of the big race to see if Tiger Roll would emulate Red Rum and win the race for a second consecutive year.

“The big day itself was well organised and seeing Tiger Roll romp across the finish line to first place made it all the more enjoyable. A big thank you to the team that contributed to making this another great Grand National experience.”

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