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.

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