Case Study: William Hill achieves 10‑second wait times and nearly halves contact‑centre queries with Oracle Cloud CX

William Hill reduces waiting time from 2 minutes to 10 seconds, nearly halves queries into contact center with improved self-service

William Hill, a leading betting and gaming company with 2,371 UK betting shops and a substantial international online business (licensed in markets including Italy, Spain, Australia and the USA), needed to deliver excellent customer service across multiple channels and 16 languages while staying compliant with gaming regulations in 122 countries and supporting a growing range of products — all without increasing service costs.

Using Oracle Cloud CX, Oracle CX Service and Oracle B2C Service, William Hill deployed multilingual knowledge bases, proactive chat and automated communications to centralize customer data and streamline workflows. The changes cut priority-customer wait time from up to 2 minutes to 10 seconds, nearly halved contacts (from 54 to 28 per 10,000 visits) through improved self-service FAQs, achieved a 65% service-email open rate, automated age checks and forgotten-login handling, increased conversions with targeted chat, and delivered cost savings while maintaining regulatory compliance.

William Hill

Stephen White

Product Owner