Bespoke Software Development Case Study - Merlin Entertainments Ltd

Background

Merlin Entertainments is the world’s second largest global entertainments company. This umbrella corporation encompasses some of the most internationally known visitor attractions, including Madame Tussauds, the London Dungeons, Alton Towers, Warwick Castle, Legoland Windsor, SEALIFE Centres and The London Eye, to name but a few.

Ticket sales for the organisation are both wide-ranging and complex, with a huge variety of options available to the consumer. For example any given purchase includes the choice of attraction, date, time, and specific ride tickets. The selections are almost infinite.

The existing ticketing platform was not sufficiently equipped to process sales efficiently and a decision was taken to install a new platform.

Solution

From the outset, it became obvious that CallScripter offered the functionality and flexibility required to simplify the process in the Merlin contact centres. The CallScripter software has all the capabilities to meet Merlin’s needs, and through joint development and extensive discussion, the perfect solution has now been installed.

CallScripter guides all of the booking agents through the sales process, prompting for the required information, as well as providing special offers, opening times and Fast-Track ticketing options for their leading attractions.

CallScripter allows for real-time credit/debit card processing, along with payments by cheque and BACS (which are separate processes after the call).

Merlin are now able to administer their own tickets through the CallScripter software, using an administration script, and auto-export the bookings across to their ticketing system (Gateway Ticketing), all undertaken in real-time.

Within the last year the software provided by CallScripter has enabled Merlin to further enhance their ticketing operations, and they are now able to send confirmations to callers directly from the CallScripter programme, without needing the use of any third party software.

Customer profiles are also stored so that they are available for quick referencing for repeat callers. Call type reports can also be generated to see if there is anything that can be done to filter down unwanted calls before they get to the call centre, in order to aid efficiency.

CallScripter will automatically send reminder emails to customers if they have not completed payments, and these reminders can be sent up to 5, 10, 15 or even 20 days before visiting the attraction. This one aspect has particularly helped to increase the overall revenue of the Merlin ticketing sales.

The CallScripter contract will result in the continued development work to meet the ever-evolving needs of Merlin, and tangible solutions will constantly be delivered.

Results

The application has now been rolled out throughout the Merlin Entertainments group of companies and the early results are positive.

Steve Messenbird, Head of Merlin Contact Centres, commented: “We couldn’t be happier with CallScripter. From the word go, we have found their team to be intuitive and fully aware of our needs, whilst at the same time projecting total confidence in their product. The implementation of CallScripter has resulted in a far smoother process for both the customer and booking agent, a win win situation all round”.