Calls down



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. But they didn’t want to compromise their strong satisfaction scores in both channels. 


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