Keeping customers happy at your busiest times with smart planning

Horse racing
Date Published


Reading time

3 mins read

With our flexible, expert customer service teams, we're supporting William Hill during the sporting calendar’s biggest events.


The Grand National is the UK’s number one betting event, with nearly half of the UK adult population placing a bet. If you're bookmaker, how do you ensure every customer experience is a good one – from seasoned betters, to those needing a bit of help with their first ever flutter?


William Hill is one of the oldest and largest bookmakers in the UK. So, upholding its high standards of customer service on the busiest day of the year requires flawless planning, skilled resource and smart technology.

Our approach

We've been providing retail and online customer support services to William Hill since 2011, operating 24/7, 365 days a year.

Grand National Day means one of the biggest, single concentrated burst of additional agent hours throughout the year. We bring in over 200 extra agents for the day, from our own call centre people and also recruited externally. 

All staff receive hours of training, specific to the the Grand National. We also bring in a team of advisors purely to help with the increased volume of password unlocks, debit and credit card charges, as well as general website queries.

Automated IVR makes sure Grand National bets go directly to these dedicated teams, supported by over 200 hours-worth of IT networking and telephony resource.

The impact

On race day itself approximately 260 advisors from across Capita Customer Management were in place to support the William Hill team. Ten additional support agents were on hand to answer advisor queries.

The day was a huge success, with:

  • an industry-leading performance PCA (percentage of calls answered) of 99% of tele-betting calls on the day
  • 68,524 bets processed across the entire Aintree Festival
  • over 25,000 total calls answered across all departments.
“The atmosphere on the floor was amazing, and everyone was engaged in the thrill of the big race to see if Tiger Roll would emulate Red Rum and win the race for a second consecutive year. The big day itself was well organised and seeing Tiger Roll romp across the finish line to first place made it all the more enjoyable. A big thank you to the team that contributed to making this another great Grand National experience.”

Russ Duke, On-Site Client Operation Manager at William Hill

Explore the solutions


Contact management

We provide contact-centre solutions for some of the biggest companies in the UK. Whether you’d like us to run your entire contact-centre service or simply assist your existing teams at peak times, we can help.

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Flexible data and analytics

Trusted by some of the largest brands and public-sector organisations in the UK, we have the expertise to deliver customer-experience solutions that really fit your company’s needs.

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Capita’s experience and capability means we are able to support your IoT journey and help you improve operational outcomes, create better products faster, introduce lower development costs, make consumer experience more enjoyable and engaging, and optimise energy generation and consumption.


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