Operating since 1888, The LTA is the national governing body for tennis in Great Britain. In 2019, their new campaign, “Tennis opened up,” made clear their goal of making the sport available, accessible and enjoyable for everyone in Great Britain, regardless of age, ability or background.

With this clear purpose in mind, the LTA leadership team identified a redesign of their member service as a key next step in the campaign, recognising the need to create a robust and agile service that reflected the organisation’s growth into a more modern, digital organisation.


Gobeyond Partners’ latest work with the LTA started in September, embarking upon a 3 month project to address this need, establishing a new customer support team with much greater digital capabilities, and implementing operational excellence practices across four different teams to support the adoption of new ways of working.

An immediate impact this approach had was in increasing its capacity to rapidly clear built-up demand from member enquiries during lockdown, with resources effectively channelled to meet the demand in this period. Of this initial phase, Julie Porter, LTA’s COO, said “I am incredibly pleased with how much we have achieved in such a short period of time.”

Furthermore, we designed and introduced new online strategies to allow members to immediately find the answers to their questions via self-service methods, and effectively route them to the right solution for other enquiries, lessening the demand on LTA’s front line membership advisors and enhancing the overall customer experience.

These new strategies and processes have resulted in an improvement of 80% in response times, as well as significant cost reductions. Their latest communication campaigns had 0.06% and 0.33% of affected members contacting the Customer Support team, versus campaigns last year with over 30% queries fallout. This has afforded the teams at the LTA much more time to focus on their stated aims of expanding tennis’ accessibility, popularity, and reach.

Andy Howard, Customer Support Manager at the LTA, had this to say:

“Gobeyond have helped position the team in such a way where we have proactive and influential relationships with the departments and projects that have the potential to create customer demand. Through this active engagement we now support them to proactively consider the best and most efficient ways that we can support customers”

Pedro Wanderley, Principal Consultant for Gobeyond Partners, adds:

“Here at Gobeyond Partners, we’re proud to have been able to contribute to the success of the LTA’s campaign, and look forward to seeing the popularity and impact of tennis continue to grow, in Great Britain and further afield.”