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Welsh Water
case study

The Client

Dŵr Cymru Welsh Water are a not-for-profit company.

Responsible for providing over three million people with a continuous, high quality supply of drinking water and for taking away, treating and properly disposing of the wastewater that is produced, they are fully committed to delivering best quality service at least possible cost.


The Challenge

Abandonment rates were rising, and the new autopayment functionality was not being adopted at the expected levels. Average handling time was increasing as callers chose to make payments direct with agents and transfer rates were high as callers were not choosing the right options to reach the appropriately-skilled agents.

Our Task

Our task was to improve efficiencies in the contact centre through clearer signposting and routing and encourage positive abandonment through the adoption of the autopayment service.

  • Improve signposting in IVR

  • Promotion of the autopayment functionality

  • Redesign caller journeys to align with other contact centre channels

  • Ensure consistency with Welsh/English language journeys

"We now have a much better caller journey that’s clearer for our customers to understand This has resulted in much increased success rates within our IVR that provides a much better customer experience. 

Premier CX’s consultants delivered the results, backed-up with the customer feedback to prove them 

Shaun Collins
Retail Planning & Technical Analyst

The Solution

Through analysis of call data and recordings, stakeholder workshops and customer feedback sessions, we reviewed the caller experience and redesigned the caller journeys using conversational, customer-centric language, adding key call to action triggers, prioritising options based on volumes and ensuring succinct routing to the appropriate team.

To improve engagement, we worked with the brand team and selected multi-lingual voice artists and a range of music tracks to fit the call type and average time to answer. Queue messages were created to promote brand awareness, water-saving and eco initiatives and promote digital channels to encourage deflection and educate/influence future customer behaviour.

The new Visio call flows, a master script spreadsheet and an Audio Style Guide were created to ensure consistency.

The Results

  • 48% reduction in call abandonment

  • 80% increase in calls routing to auto payment line

  • Average handing time (AHT) reduced