Problem
High call volumes from customers who couldn’t find what they were looking for online so were calling instead. We saw an opportunity to redesign self-service to get these customers off the phone and straight to the help they needed.
Solution
We designed and tested a new A/B flow that introduced smart, context-aware deflection messaging to these callers. The new prompts guided them back to the relevant online tools — with clearer, more tailored language that made sure they could finish the journey they’d already started.
Outcome
The new flow saved 60,000 calls — a reduction worth around £364K — while helping more customers find self-serve success.
