Creating faster, smarter customer experiences with AI

Flutter is one of the world's largest sports betting and gaming companies, handling millions of customer interactions every year across a complex digital operation. With high contact volumes, intricate service processes, and agents navigating multiple systems simultaneously, the pressure to deliver faster, more effective customer support was significant. The challenge wasn't just managing demand, it was resolving it.

The Challenge

Large volumes of daily customer contacts Flutter's scale means customer demand is constant and high. Every day, large volumes of contacts were coming in across multiple query types, creating pressure on agents and making it difficult to maintain consistent resolution quality at scale.

Complex processes requiring agents to use multiple screens and systems Resolving a customer query wasn't straightforward. Agents were required to move across multiple systems to find the information they needed, increasing handling time and the risk of error. The complexity of the process was creating friction for agents and customers alike.

A need to resolve queries quickly, rather than deflecting them Flutter's priority was resolution, not redirection. Sending customers to a help article or asking them to try again wasn't acceptable. The bar was set at end-to-end resolution — queries handled completely, first time.

The Solution

A smart virtual assistant powered by AI moreIQ deployed a smart virtual assistant capable of handling high-frequency customer requests at scale. Rather than routing customers to static content, the assistant was built to resolve queries directly, reducing the need for agent involvement on repeatable, high-volume request types.

Training internal teams to design, implement and scale automation moreIQ worked with Flutter's internal teams to build capability from the ground up. Teams were trained on the tools needed to design, implement and scale automation over time, ensuring the solution could grow with the business rather than requiring ongoing external dependency.

Focused on resolving customer issues end-to-end Every decision in the deployment was guided by one principle: resolution over deflection. The virtual assistant was configured to complete customer requests rather than redirect them, keeping the experience clean and reducing repeat contacts.

The Results

70% of customer queries are fully resolved through automation, a significant reduction in agent workload on repeatable, high-volume request types.

+56 NPS points improvement in customer NPS, directly tied to better resolution rates. Based on the London School of Economics research, each NPS point correlates to meaningful revenue growth.

Agents reported that automation made their jobs significantly easier, reducing frustration and manual workload — freeing them to focus on the complex queries that genuinely need human judgment.

See what this looks like in your organisation

Flutter's results came from fixing the experience gaps that were generating demand. If your contact volumes are rising and existing tools aren't making a dent, the starting point is a conversation.