Merlin Entertainments Embraces AI in Guest Services

(eap) British attractions operator Merlin Entertainments, which operates LEGOLAND Resorts, Madame Tussauds, SEA LIFE and various amusement and theme parks in more than 20 countries, is using the AI-powered customer experience platform “CXone” from international software provider NiCE. The company aims to create a more connected and efficient guest service experience across its resorts and attractions.

The platform supports various stages of the customer journey – from trip planning, ticketing and reservations to on-site customer service and post-visit communication. Among other functions, CXone automates the handling of routine enquiries, provides employees with real-time support in responding to guest requests and routes more complex enquiries to the appropriate experts. In this way, processes are intended to be accelerated, employees relieved of routine tasks and both service quality and guest loyalty improved.

“From LEGOLAND to Madame Tussauds, every visit should feel effortless and memorable for our guests,” said Naomi Sale Hancock, Director of Guest Services and Standards at Merlin Entertainments. “With NiCE, we can connect customer journeys across our resorts and attractions, giving our teams the tools to respond faster, solve issues sooner, and keep the focus where it belongs on creating great experiences that guests want to come back for.”

“Merlin Entertainments is embracing an AI-first customer service model that puts connected, personalized guest experiences at the heart of every interaction,” said Darren Rushworth, President, NiCE International. “From planning a visit to post-visit engagement, NiCE CXone enables Merlin to seamlessly orchestrate guest journeys across its attractions, empowering employees with CX AI to deliver faster, more proactive service while driving operational efficiency and stronger guest loyalty.” ■