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RSPCA case study

"The consistency and single voice approach has been superb. It's fantastic that callers hear the message, take it on board and are redirected successfully." - RSPCA

The RSPCA recently revealed that the number of reported cases of animal cruelty appeared to be on the rise. So much so in fact, that their contact centre is now taking in excess of 1.15 million animal abuse-related calls each year. On the back of this report, BBC’s The One Show, sent reporter Dominic Littlewood to the RSPCA contact centre in Rotherham to learn more. Overseeing the Rotherham based contact centre is Process and Performance Coordinator, Mark Bowmer. He stressed to the BBC that on average their contact centre agents could be taking a call every 27 seconds. On busy days over the summer months, this can rise to between ‘3,500 and 4,000 calls each day.’ This highly pressured environment was reaching breaking point, so an important part of our work with the RSPCA has been to help callers channel-shift and positively redirect. It’s absolutely critical that call wait times are kept to a minimum and time-sensitive calls are dealt with quickly by the contact centre and positive redirection helps to achieve this.

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RSPCA's goals

  • Reduce costs by diverting traffic online
  • Communicate fundraising messaging to callers in-queue
  • Create brand consistency
  • Identify priority calls and route effectively
  • Reduce wait times
  • Tone of voice consistency
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Results

  • 30% reduction in inbound calls
  • Telephony audio branding consistency
  • Simplified IVR solution
  • Brand consistency
  • Redirected 30% of call traffic to the RSPCA website
  • Saved considerable time and cost