Arsenal FC Enhances Fans’ Experience

Reseller Freedom has deployed the Alcatel-Lucent OmniTouch Premium Edition contact centre platform at Arsenal FC’s Emirates stadium. The new solution has given Arsenal FC a centralised, efficient and measureable contact centre, ensuring that its fans receive first–class service even at the busiest times of year.

The ICT vision for The Emirates is to become the leading stadium throughout Europe. Part of this vision involves improving the interaction with the Arsenal FC fan base. Arsenal FC fans can now enjoy a broad portfolio of products – including match ticket sales, stadium tours, restaurant reservations, home shopping, soccer schools and many other options – all via a single telephone hotline. Previously, each product had its own dedicated telephone number (fifteen in total) and specialist sales agent, resulting in serious inefficiencies and a poor customer experience that also prevented cross-sell opportunities.

Freedom was selected as the ICT provider for the deployment of the Alcatel-Lucent contact centre solution. The project also included the deployment of some 750 IP telephony handsets.

Based on technology from Genesys, the OmniTouch Premium Edition provides a graphically rich and easy to use multimedia management environment, and integrates with the OmniPCX Enterprise IP voice platform to offer fully extended telephony and unified communications features.

“When it came down to it Freedom, listened, understood and ultimately delivered a solution we are proud of. We have seen significant measurable efficiencies and we can now confidently move forward to the next stage implementation with Freedom as our long-term partner.” said Angus Kinnear, head of marketing, Arsenal FC

Arsenal FC has seen significant increases in service levels and sales growth directly attributable to the implementation. One bi-product of the Freedom solution is that the sales agents now feel motivated and enthused as they discuss options on how each fan can enhance their visit to The Emirates and Arsenal FC.

Going forward Arsenal FC plans to extend the solution to run outbound proactive campaigns by integrating its existing CRM system and incorporating email to create a fully functional multi-media contact centre.

“We pride ourselves in designing solutions that will derive tangible business benefit and assist our customers in achieving their objectives.

The Emirates is a great example where this has been achieved, and we continue to work closely with Arsenal FC to ensure we continue to build on the current success,” commented Pat Botting, managing director of Freedom Communications.