Andy Coleman: Swansea City chairman on Luke Williams, Michael Duff, transfers and fan criticism

Luke Williams is the second head coach appointed at Swansea since Andy Coleman became chairman in May 2023

Chairman Andy Coleman believes Luke Williams' appointment as head coach can turn Swansea City into consistent Championship promotion contenders.

Coleman is confident Swansea are well placed to strengthen their squad during the January transfer window.

And he says he is not focusing on recent fan criticism of Swansea's owners.

"I think we have a fantastic manager in Luke," Coleman said.

"[He is] capable of taking us exactly where we need to be, and I can't wait to see the support Swansea fans are going to offer to him and where he takes us.

"It's a building process. It's going to be step by step to get this club in the best position to stay consistent in their push towards promotion.

"We are realistic about where we are in the season right now, but I think Luke is a really important piece as a partner to me, as an ally to this football club, to get us where we need to be."

Former Notts County boss Williams takes charge of his first Swansea league game at Birmingham City this Saturday having been appointed on a three-and-a-half-year deal last Friday.

He inherits a side who are 16th in the table, eight points adrift of the top six and 10 clear of the bottom three.

• Luke Williams: Swansea City 'the perfect move' for new head coach

Swansea paid League Two Notts County compensation to bring in Williams - along with assistant Ryan Harley and first-team coach analyst George Lawtey - following the sacking of Michael Duff on 4 December.

Duff had been appointed to succeed Russell Martin last June, but his reign ended after less than six months with Swansea struggling for results and criticised over a move away from their trademark possession-based style.

When asked about Duff's dismissal, Coleman told BBC Sport Wales: "I really like Michael. I had a good connection with Michael.

"I think the changes we were hoping to implement, to be more additive to our possession style of football, we weren't seeing. So thereby we decided to make the decision [to sack him] pretty quickly.

"I think what we were looking for was to be additive to some of the weaknesses of the last few years.

"It didn't work out. But I think Luke gives us the ability to take the next step.

"I have got to spend quite a bit of time with Luke over recent weeks and I couldn't be more excited for this football club."

Luke Williams' first game as Swansea head coach was the FA Cup win over Morecambe last weekend

Swansea took 32 days to appoint Williams as Duff's successor, with original top target Chris Davies opting to stay at Tottenham Hotspur.

Coleman says the search for a new boss was a "full-team process led by Paul Watson", Swansea's sporting director.

"It took some time to go through all the processes that I was requiring to make sure we ended up with the perfect head coach before I could give final sign off," he added.

"We spoke to a lot of candidates. There were lots of managers whose names I have seen thrown around. Some we spoke to, some we didn't. What I know is that as a result of the process, we ended up with Luke Williams and I can't wait to see what he does here."

'There is always a need to strengthen'

Despite making 13 senior signings last summer - and bringing in free agent Yannick Bolasie in November - Swansea are keen to add to their squad this month.

"We have spent hours upon hours preparing for this window. The work has been in place for quite a few months now," Coleman said.

"I think there is always a need to strengthen any squad, regardless of where you are - any position in any table."

Swansea's American owners have faced flak from supporters ever since the takeover of the club in 2016.

Coleman only came on board last May, when he was appointed chairman having bought what the Swans called a "significant shareholding" in the club.

Having moved to Wales, he has heard the chants from some Swansea fans in recent weeks calling for a change of ownership at the club.

"I don't react to noise from the outside," Coleman said.

"My job is to be laser-focused on unifying this football club, this community, to take it where they want to go and where they deserve to be. That's what I am focused on.

"I am at every game, I am always available, I look forward to speaking with supporters.

"What I think we need to understand is that this is going to be a process and we will continue working every day to make this club better."