Case Study: Sportmaster achieves record-fast omnichannel service (83% faster email response, 25% more calls answered) with Dixa

Sportmaster services customers in record time across all support channels

Sportmaster, Denmark’s largest sports chain, faced a fragmented customer service setup with siloed channels (email, chat, phone), cherry‑picking by agents, poor prioritization and no real‑time analytics after using Zendesk plus a separate phone supplier. To solve this, Sportmaster chose Dixa’s omnichannel contact‑center platform to unify conversations and streamline agent workflows.

Dixa implemented a single, channel‑neutral interface with intelligent routing, priority queues and shared conversation history, eliminating cherry‑picking and enabling agents to handle multiple channels efficiently. As a result, Sportmaster cut email first‑response time by roughly 83% (about 25.5 hours in month one), answered 25% more calls and reduced average call wait time by 35%, while lowering system costs and improving team morale.

Sportmaster

Lasse Bundgaard Pedersen

Head of SPORTMASTER Customer Service