Success Story
William Hill win big with a refreshed digital strategy
Tap CXM helped William Hill pivot to a customer-first digital-experience approach with a CXM maturity model that transformed their operations and built a sustainable roadmap for long-term success
Industry
Gambling
Date delivered
January 2020
Length of project
5 months
Solution provided
CXM Maturity Model
The Project
William Hill is a well-known name in the UK, with 1,400+ locations nationwide. But when its 1,400+ locations were forced to close in 2020, the brand that made its name on the high street made a smart call to invest in its online presence.
They approached Tap CXM through Thomas Fordham, our COO and Co-Founder, who worked closely with the them team to develop a practical CXM maturity model.
The Challenge
William Hill needed to pivot quickly to maintain its relevance in the competitive online betting space:
- Outdated online presence: While William Hill dominated the high street, its online customer experience needed to catch up to competitors.
- Operational gaps: Internal processes weren’t aligned with a customer-first approach, limiting their ability to deliver a seamless CX.
- Lack of data assessment: Inconsistent and siloed customer data hindered the creation of a unified customer vision.
Tap CXM took a practical approach to building a maturity model for William Hill, focusing on four key areas and working closely with 12 internal teams.
To create a clear, unified vision, we:
- Benchmarked their CXM against competitors
- Dug into customer data, checking its quality and relevance
- Developed a plan to mature their operational model around delivering valuable customer experiences (including mapping roles and responsibilities and aligning each with big-picture business goal).
- Identified processes they could reinvent to become a customer-first organisation
The resulting roadmap was essentially a playbook of practical, pragmatic projects that would mature William Hill’s CXM strategy, with clear roadmaps, guiding their ongoing evolution under Caesars Entertainment.
“The transformation projects we developed continue to guide William Hill’s evolution, helping them thrive under new ownership”
Thomas Fordham, Founder & COO, Tap CXM
The Results
Our consultancy work laid the groundwork for William Hill’s CX transformation, even as they transitioned under new ownership.
- Competitor clarity: Through market research and internal interviews, we clarified William Hill’s position, both internally and contextualised in their market
- Strategic CX roadmaps: We developed a series of tailored customer experience projects, each with a clear and achievable implementation roadmap
- Ongoing impact: The maturity model and associated projects continue to guide William Hill’s evolution in a fast-changing market
- Improved customer-centric operations: The long-term vision is to enable William Hill to deliver mutually valuable experiences through a matured CXM model
