Inbound call management provides visibility, flexibility and control for multi-site retailer

American Golf is a leading golfing retail chain. They stock a full range of equipment for golfers of all levels, including irons, drivers, putters, package sets, balls, shoes, and clothing.

For six years running now the chain has been voted ‘Best Golf Retailer’ by Today’s Golfer publication.

American Golf are constantly expanding and adding more stores, while improving their product range and working to ensure their customers get ‘first time value’ prices.

The Benefits

  • American Golf has complete control and management of all inbound calls.
  • Flexible and intelligent call management.
  • Built-in disaster recovery with all store telephone numbers being hosted on the network and no longer dependent on geographic locations.
  • A store never has to change its contact number and customers can always get through.
  • Unique marketing or promotional messages can be created for each store.
  • Provides a better experience for customers.
  • Additional features such as call recording and advanced call statistics optimise service by recognising business trends.

The Challenge

With more than eighty stores across the UK, the American Golf team needed to increase the communications functions that could be controlled centrally by their IT team with the aim of standardising their marketing approach to in-store offers.

As well as working with a supplier who could reduce the cost of their communications, American Golf also needed a supplier who would understand their business needs and add value to how they communicate and manage their business.

The Solution

Gamma Inbound services have been activated across all of American Golf’s stores, enabling the company to have complete control over inbound calls.

Using our advanced calling features (personalised auto attendant, call queuing and call whisper to name a few), American Golf have the ability to change the messages each of their stores delivers to its customers.

Inbound’s functionality enables calls to overflow to a nearby store if one branch is experiencing a particularly heavy calling period. So calls are never missed and sales are never lost.

As well as a full Inbound solution, we also look after all American Golf’s analogue and digital lines. The transfer process was fully managed by our experienced project and account management teams.


The Inbound product is a must to anyone who regularly uses marketing campaigns and inbound numbers for telephony – it gives great visibility, flexibility, control and most importantly useful decision making statistics on a service which is traditionally managed by external companies.

Phil Barker
Head of IT, American Golf


From very early on in the consultation process it became apparent we had found an organisation who wanted to understand our business and add value to how we work, as well as reducing our costs. I am extremely pleased with the service, and would have no hesitation in recommending Gamma to anyone looking to migrate services away from BT or other suppliers.

Phil Barker
Head of IT, American Golf