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William Hill is a high street icon. In 2019, TAP consulted to overhaul the brand’s customer engagement, focusing on industry-leading CX in a competitive market.
William Hill has been a household name in betting for over half a century, since the first London location appeared in the mid-1960s.
Fast forward to 2020: more than 1,400 William Hill retail stores were suddenly shuttered as the COVID-19 pandemic sent shockwaves across the retail sector.
At the same time, eCommerce was going through a customer-driven shift. Online brands (including William Hill’s biggest competitors) began focusing on customer experience (CX) more than ever.
William Hill was ubiquitous on UK high streets, but their online presence didn’t have the same prestige. Something needed to change.