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Wembley Stadium Earns Over $1.5M in Eight Months with ChatBot on the AI-powered Frontline
Wembley Stadium: Above and beyond the spotlight
Wembley Stadium, located in London and owned by the Football Association, is a symbol of British live sports and entertainment, from legendary international football matches to high-octane boxing, NFL showdowns, and record-breaking concerts.
Beyond the spotlight, Experiences by Wembley Stadium Stadium offers premium membership and hospitality packages catering to both corporate and personal clients. Their product portfolio includes six distinct membership tiers, from more accessible options to lavish private boxes, with prices ranging from a few thousand to an astonishing quarter of a million pounds.
The challenge of high-volume customer service
The Wembley Stadium teams faced challenges related to a high and unpredictable volume of customer support queries. They relied mostly on inbound inquiry forms and a ticketing system — not an optimal setup for reliable, high-scale customer service. They chose Text's AI-powered chat solutions to speed up resolution time, increase customer satisfaction, and optimize the entire customer journey.
A large number of support tickets land in their help desk system during each hosted event. With 90,000 seats available at the stadium arena, the team must address a wide range of questions, including ticket availability, hospitality options, accessibility, merchandise, and more.
To make this process more efficient, the Wembley Stadium team added the AI-powered ChatBot and LiveChat to their website.
ChatBot handles an average of 12K chats monthly, and it helps us reduce the massive volume of our customer service requests.
Customer Engagement Manager & Accessibility Lead, Wembley Stadium
Self-scalable AI for thousands of instant resolutions
The number of inquiries often skyrockets depending on what's next on Wembley Stadium's agenda. The constant growth of global social media reach, huge concerts like Taylor Swift's record-breaking Eras Tour, and events like the highly anticipated Oasis reunion are the factors driving the sudden increase in customer service queries via different channels.
ChatBot is definitely helping unload our support ticket volume. Our situation is dynamic and depends on platforms like TikTok, which generate huge demand by making artists more popular. The number of queries increases dramatically within that.
Senior Customer Engagement Officer, Wembley Stadium
The exact number of support tickets cannot be predicted in advance. Due to the huge demand for tickets, inquiries can increase to 8,000 per day. Thanks to ChatBot, the team can quickly train the chatbot's AI model with the new data related to each event to instantly answer all the questions.
We used the AI Knowledge feature to quickly prepare our chatbot for the huge number of questions related to a record-breaking music event attended by nearly 700,000 fans at our venue.
Senior Customer Engagement Officer, Wembley Stadium
Higher customer satisfaction, less hassle for the team
AI automation enabled the Wembley Stadium team to reduce the number of tickets that came to their help desk system. Once ChatBot was turned on, it took over the majority of the traffic, and visitors could get all the information instantly from AI without creating a ticket and waiting for a reply.
There is a direct correlation between the number of chats handled by ChatBot and lowering the number of upcoming support tickets.
Customer Engagement Manager & Accessibility Lead, Wembley Stadium
Having ChatBot on their website is a win-win for the team and the stadium attendees. Once users get the information through the chat interface, they don't create tickets as often as they would have. There is no wait time, and no additional steps are needed to solve their issue.
A new level of agility for lead gen and sales
The membership sales team, which offers premium experiences at Wembley Stadium, was often busy answering non-sales-related questions. The stadium's phone line was public and frequently busy with complaints or other minor inquiries.
The sheer volume of website inquiries and phone calls meant salespeople took up to 48 hours to identify and respond to qualified leads. By this time, many potential customers may have left the process.
The implementation of ChatBot and LiveChat was the way to improve that. Customers can now quickly start a conversation with an AI bot and get qualified to have a live chat with a sales representative. The process is simplified and shortened from days to minutes.
How can businesses enhance marketing and sales through AI-powered chat solutions?
Duncan Andrews from the digital marketing team highlights the key areas where AI-driven chat automation has immediately boosted their ability to generate more qualified leads and close more deals:
#1 – Reduce the number of non-sales-related inquiries.
Our sales process was reliant on telephony. After we implemented ChatBot and LiveChat, we were able to remove the phone number from our website and reduce the number of non-sales-related calls.
#2 – Provide marketing-qualified leads to the sales team.
With ChatBot and LiveChat, we’re qualifying so many more leads than we were ever doing with previous campaigns.
#3 – Have clear communication with prospects to efficiently close deals.
Consumers want an instant purchase, especially if they are worried an event might sell out. The ability to provide users with quick and helpful answers through ChatBot improves the purchase journey.
#4 – Improve marketing efforts with data from chats.
I can explore chats and discover what people are actually inquiring about. I can then shape the marketing content and campaigns based on that qualitative data.
Advanced AI without the hassle of complex implementation
The Wembley Stadium team aimed to improve their sales and customer service processes without the complexity of traditional IT development. With no-code tools, they were able to create a powerful chat solution using a simple drag-and-drop Visual Builder and quickly train the chatbot with business data from web pages or text articles in the AI Knowledge module.
The Text implementation began with an audit of Wembley's existing sales processes and website inquiry ticketing workflows. Throughout the pilot phase, Wembley's Sales, Marketing, and Customer Engagement teams collaborated closely with a dedicated account manager. This partnership helped fine-tune the final setup to ensure a smooth and effective rollout.
This hands-on approach to onboarding allowed the Wembley Stadium team to quickly adopt the technology and make significant improvements to its workflows — resulting in better-qualified leads and reduced response times.
Want to resolve customer service queries instantly and boost your sales with AI automation?
Wembley Stadium transformed its customer experience and sales with smart AI-powered automation, driving impressive results with minimal effort.
Do you want to see how AI can revolutionize your business, too? Start your free 14-day ChatBot trial and discover the benefits firsthand.
