Case Study: Merlin Entertainments achieves 25% increase in global ticket sales and 15% higher customer satisfaction with Creovai (CallScripter-based solution)

Merlin Entertainments - Customer Case Study

Merlin Entertainments, the global operator of attractions such as Madame Tussauds, Legoland and the London Eye, was constrained by legacy booking technology that forced agents to process each reservation individually and blocked multi‑attraction payments, creating a growing contact‑centre bottleneck. Creovai, using a CallScripter‑based unified agent desktop and scripting platform, was engaged to modernize the booking process, reduce training overhead and improve the customer experience.

Creovai implemented a single interactive desktop that communicates in real time with all attraction ticketing servers, piloted in a 50‑seat Chessington contact centre and then deployed globally, enabling multi‑attraction packages, automated confirmations and faster, more compliant calls. As a result, Merlin’s call quality and customer satisfaction rose from 70% to 85% (a 15% uplift), global ticket revenue increased by 25%, and training time, call durations and contact‑centre friction were substantially reduced.

Merlin Entertainments

Steve Messenbird

Global Contact Centre Director