Wales Millennium Centre Transforms Customer Service with AI-Assistant

Wales Millennium Centre (Canolfan Mileniwm Cymru) is a stage for Wales to showcase its national spirit. Since opening to the public in 2004, the Wales Millennium Centre has welcomed over 24 million visitors and stages some of the world’s best shows and musicals. The Wales Millennium Centre (WMC) also produces its own touring work and curates festivals and projects throughout Wales.

Challenge 

With digital ticket sales rising to 95% post-COVID from 70% pre-COVID, WMC needed help managing the increase in digital ticket bookings and customer enquiries. The existing fragmented phone system was hampering the entire customer service process. Additionally, WMC wanted to improve customer service without increasing headcount.

Solution 

To find a more integrated and efficient customer service solution, WMC partnered with Croft to upgrade their phone system with an integrated 8x8 Contact Centre as a Service. They also introduced converse360's Assist-Me platform, which offered an intelligent AI Assistant for handling customer enquiries. The customer relationship team used the no-code Assist-Me platform to create custom customer journeys for FAQs and processes. They built bespoke workflows for customer enquiries, enabling seamless hand-offs to the customer service team when needed. The AI Assistant was also configured to operate in both Welsh and English.

Result

The implementation of the AI Assistant, named 'Bot', provided 24/7 customer service via the website, offering instant answers to frequent enquiries and connecting seamlessly with the 8x8 Contact Centre for human agent handovers. This improved self-service for routine enquiries, reduced the number of calls routed to customer advisors, and allowed the team to focus on more complex enquiries.

Our customers love that they can quickly check details using the AI Assistant and avoid needing to call our team. This relieves the pressure on our team too—they have more time to deal with customers who need more help.

Rhys Davies
IT Director Head of Digital Services, Wales Millennium Centre