Ratio routing - Reduce Marketing Costs

A Building Society with a large number of branches used a dedicated call centre to receive calls from their advertising campaigns. Over time, they looked to reduce their marketing costs and found that the call centre formed a significant part of the marketing budget.

All marketing campaigns advertised 0845 numbers, which offer a range of routing and programming options. It was recommended that the calls could be spilt on a percentage basis and routed to predetermined branch offices, obviating the need for the call centre.

A number of the larger branches (12) were selected, and ratio routing was implemented on the 0845 numbers. This meant that calls were shared equally between the offices on a percentage basis, each receiving approximately 8% of the total.

Through using the available technology, the Building Society has been able to reduce costs, maintain service levels and make best use of staff resources.

Also see:

• Case study 1 -Call statistics - Effective Marketing
• Case study 2 - Itemised Call Statistics - Quality Management
• Case Study 3- Call Recording + Call Statistics -Effective Management
• Case Study 4 - Call Recording - Market Research and Staff Training
• Case Study 5 - Area Routing - Reduce Marketing Costs
• Case Study 6 - Area Routing - Enhanced Customer Service
• Case Study 7 - Alternative Routing Plan - Disaster Recovery
• Case Study 8 - Percentage Routing - Disaster Recovery
• Case Study 9 - Ratio routing - Reduce Marketing Costs
• Case Study 10 - Call Whisper - Effective Marketing + Customer Service
• Case Study 11 - Call Recording - Marketing Assessment
• Case Study 12 - Call Options - Effective Call Handling
• Case Study 13 - Voice to email -Improved Call Handling and Customer Service