At Southampton Football Club, the fan experience is everything. The club boasts over 30,000 fans filling the stands on matchdays, not to mention the dedicated community engaging with the club year-round. Whether someone is purchasing their ticket, arriving at the stadium, cheering on the team, or celebrating after a win, a seamless customer experience (CX) is essential.

To better connect with fans, improve service efficiency, and future-proof their operations, Southampton FC partnered with 8x8 to enhance its CX strategy. During my visit to Southampton, UK, I spoke with key leaders at the club to understand how 8x8’s technology is helping them streamline fan interactions, improve matchday operations, and engage supporters across multiple touchpoints. Experiencing my first Premier League match firsthand deepened my appreciation for the behind-the-scenes efforts that not only ensure smooth matchdays but also make every fan feel valued.

More than just 90 minutes: Creating an unforgettable fan experience

For Greg Baker, Chief Revenue Officer, delivering a world-class fan experience extends far beyond the final whistle. “We want fans to feel the buzz as soon as they step into the stadium—whether that’s through live music, a great food and beverage experience, or just the energy of being part of something bigger,” he shared.

Southampton FC, affectionately known as “The Saints,” has invested in matchday enhancements, including the "Red and White Wall" safe-standing area for Saints supporters only (no away team fans allowed), fan zones around the stadium, and immersive in-stadium entertainment—like live music and laser shows—to ensure that every visit to St Mary’s is a memorable event.

But fan engagement isn’t just about matchdays—it’s 365 days a year. “We want this to be a venue fans come to for more than just football, whether for retail, events, or dining,” Greg explained. That means having a reliable, flexible communications system that keeps fans informed and engaged—before, during, and after matchday.

Behind the scenes: Keeping fans connected with 8x8

From ticketing and hospitality to matchday logistics, smooth communication is critical to the club’s operations. Huw Fielding, Director of IT, emphasized the challenges of their previous phone system, which was outdated, inefficient, and required high maintenance. “We had an old, on-premises system that took up space and was constantly failing,” Huw recalled. “It required a lot of administration but offered very little in return. We knew we needed a modern telephony system that could support both our stadium and training facility and allow our staff to work remotely when needed.”

With 8x8’s cloud-based solution, Southampton FC has transformed how it manages customer inquiries, ticket sales, and fan engagement. The flexibility of remote capabilities, real-time analytics, and intelligent call routing have allowed them to improve service efficiency and provide faster, more accurate responses to fans. Now, changes to the platform take minutes instead of hours (or days), and the club saves an estimated eight hours per week on IT administration.

Speed, efficiency, and seamless support for fans

For Jacqui Campbell, Support Services Advisor, the goal is simple: make every fan’s journey as seamless as possible. “I want fans to get the information they need quickly and without frustration,” she said.

With 8x8 Contact Center, Jacqui and her team can:

✅ Provide call queue transparency: Letting fans know wait times upfront or offering call-back options.

✅ Quickly update messaging: Changing recorded information based on matchday events ensures fans get real-time updates.

✅ Work remotely when needed: Ensuring continuity of service, even in unexpected situations.

Jacqui also highlights the impact of 8x8’s flexibility: "Whether I'm handling a ticketing question or helping a fan with accessibility needs, having the right tools makes all the difference.”

Game-changer for matchday ticketing and sales

With thousands of tickets sold each season, Matthew Silvester, Director of Venue Sales, relies on 8x8 to keep operations running smoothly. “We have hundreds of calls coming in on big sales days, and with 8x8, we can adapt messaging in real-time and give fans answers before they even reach an agent,” he shared.

Some key 8x8 benefits for the sales team include:

👍 Efficient call routing: Ensuring fans reach the right department quickly.

📊 Call tracking and analytics: Helping optimize staffing and improve service quality.

📞 Seamless call transfers and remote flexibility: Allowing staff to provide better support from anywhere.

“Previously, if we needed to change a phone message, we had to go through a provider and wait. Now, we can update it in minutes,” Matthew explained. “We can’t always control what happens on the pitch, but we can control what happens off it. 8x8 has given us a lot more visibility and adaptability than what we had before.”

Future goals: expanding fan engagement with AI and digital innovation

Looking ahead, Southampton FC is exploring new ways to enhance the fan experience, including AI-driven automation and WhatsApp integration for customer support.

“We want to simplify interactions for fans,” said Huw. “If they need information, it should be available instantly—whether through our app, website, or messaging services. The more seamless we can make it, the better.”

With 8x8’s scalable, future-proof technology, Southampton FC is well-positioned to continue innovating and improving fan engagement—on matchdays and beyond.

The final whistle: a winning partnership

For Southampton FC, 8x8 isn’t just a technology provider—it’s a key part of their fan experience strategy. “The partnership between 8x8 and Southampton FC has been incredibly positive,” Greg Baker shared. “It’s transformed how we operate internally and, most importantly, how we engage with our fans every day.”

With fast, flexible, and fan-focused communication, Southampton FC ensures that every supporter feels valued. Because at the end of the day, football is about connection—and great fan experiences start with great CX.

To learn more about how Southampton FC is leveraging 8x8, check out the case study and video.