TalkTalk: Calls down by 10%

Using behavioural science to cut contact


One of the ‘big 4’ providers, TalkTalk added a new way for some of their 4 million UK customers to get support. They introduced SMS digital help and wanted to encourage callers off the phone to try it, without compromising their strong satisfaction scores in both channels.


UK Customers


We designed IVR messaging to tell landline callers about the service, before they waited in queue. Using behavioural science principles, we created different message options, tested them, then developed and implemented the messaging after feedback. 




  • Increased the number of landline callers trying SMS service from 5% to 15%.
  • Reduction in costs because of additional SMS uptake.
  • Maintained CSat for both SMS and phone service channels.

Mazaru created a powerful IVR message that cut landline calls to service advisors by 10% — deflecting them to SMS help that has better CSat and also reduces costs for our business.

Simeon Murphy, Contact Channel Lead, TalkTalk

We increased call deflection by 25% through clever use of scripting and a complete overhaul of the IVR flow, simplifying and making its clearer to callers how they get help.