Smarter Customer Experiences in Hospitality

How Wales Millennium Centre Improved CX Without Increasing Headcount

Since the pandemic, we’ve noticed a shift in how customers want to interact with venues and hospitality brands. Expectations are higher, demand is more unpredictable, online ticket sales are increasing and the phone is also still popular for enquiries. Event and entertainment venues are under pressure to deliver more - without adding extra staff.

‍That’s where automation and AI can really make a difference.

Wales Millennium Centre (WMC) – a world-class cultural venue that’s welcomed over 24 million visitors – set out to rethink their customer experience. With digital ticket sales increasing and spikes in demand around big shows, the team knew they needed to modernise how they served customers and the experience they provide to guests.

Supported by converse360 partner Croft, WMC launch “Bot” – a fully branded, bilingual AI Assistant built on the Assist-Me™ platform. Bot answers thousands of questions every month about bookings, events, accessibility and more, and seamlessly connects to WMC's 8x8 contact centre when a human handover is needed.

The results?

✅ Better customer experience, without adding extra headcount

✅ Lower volumes of calls regarding simple enquiries

✅ No-code platform managed in-house

✅ Welsh and English instances of the chat client

After years of working with systems that were complex and hard to manage, WMC needed a solution their own team could control. After a short onboarding, and thanks to the simplicity of Assist-Me™, their customer relationship team were soon building and updating their own customer journeys in both Welsh and English, with no developers and zero coding required.

Commenting on the implementation Richard Brown, Managing Director & Co-founder of converse360 said "One thing I’m especially proud of is when WMC’s existing site didn’t support persistent chat, our team stepped up to customise it – so customers could keep browsing while chatting, without losing context. A small tweak, but it made a big impact."

AI isn’t about replacing people. It’s about helping our clients to focus on what really matters, while their customers get the answers and support they need instantly.

At converse360, we believe AI and automation should make life easier – for your customers and your team. We’re proud that’s exactly what this project achieved!

Read the Wales Millennium Case Study in full

Get in touch to talk about how we could support your venue, event or hospitality provider info@converse360.co.uk