How One Change Boosted Callcentre Productivity by 25%

How One Change Boosted Callcentre Productivity by 25%

Callcentre Productivity Increases 25% as Decision Maker Contacts Enhanced by Best Time to Contact


The Callcentre Productivity of an Insurance Company was significantly improved by using Best Time to Contact data. Results have been released by an Insurance Company. Its callcentre that shows an amazing uplift in callcentre productivity. The Callcentre tested Best Time to Contact data. This is data collected from the telephone network. The data creates a picture of how individuals engage on the telephone. The data is available for both landline or mobile numbers.


Best Time to Contact data is available for the overwhelming majority of UK individuals. The Insurance Company discovered that it boosted callcentre productivity by improving the number of Decision Maker Contacts its agents were making during the time they were logged on. They also found it was good for recipients too. The Callcentre was making calls at a time when the individual typically engages most with their phone. The data massivley improves the odds of contacting the recipient at the best time for them too.. This ‘best time to contact’ adds up every observed call captured by large telemarketing partners and creates a bell curve for each person, identifying the best time to contact on the best day of the week.


By applying this intelligence, the Insurance Company’s callcentre productivity has improved the number of decision maker contacts by 25%. The BTC data even out-performed their own record of when the individual was called by them on their last insurance renewal.


Best Time to Contact data accurately identifies when your customers are most likely to answer a call at home or are active of their mobile device, responsive to messages and contact. Using the optimum contact time when connecting with your custmers will transform the return on investment from telephone marketing and direct mobile marketing campaigns.


Another callcentre who used BTC data also experience a 25% uplift in advisor decision maker contact rate, but noted it lead to a sales increase of up to 15%.


The data is available as:

  • BEST DAY TO CALL – i.e. Thursday
  • BEST WINDOW TO CALL – i.e. 14:00-15:00
  • BEST EXACT TIME TO CALL – i.e. 14:23


If you want to boost your callcentre productivity, discover more about Best Time to Contact data. Contact Graham Arrowsmith who is Senior Consultant for BTC.




Marketing Consultancy Play

Marketing Consultancy Play

Small Business Marketing Consultancy – Dream Customers


ME: I offer small business marketing consultancy. Tell me about your business?

YOU: I want more business, but HAVEN’T GOT TIME to devote to marketing. I’m good at what I do and am working hard in the business that I created.

YOU: And, I’ve done okay so far! But, well, I know I can do a lot more with my business. After all the effort me and my team have put in I deserve a lot more success.

ME:  When you started your business, how did you decide on your marketing activity?

YOU: I took a look a good look around and based my advertising on what others in my industry were doing.

ME: So, is your advertising mainly about you and your products and services?

YOU: Yes. But it doesn’t seem to be working that well.

ME: Do you think you need something different to achieve success?

YOU: I reckon so, yes.

YOU: It seems all my prospects are tuned to the same radio station: WIFM (What’s in it for me)!

ME: That’s kind of understandable, wouldn’t you say?

YOU: I suppose so, but how is it going to help me ATTRACT MY DREAM CUSTOMERS?

ME: Well, let’s start by listening to that person over there…

(The light falls on an ideal customer)

IDEAL CUSTOMER: That business over there just does not understand me!

YOU: How so?

ME: My small business marketing consultancy experience suggests you should give her a chance and she’ll tell you.

IDEAL CUSTOMER: I’m PERFECT for them. I love all their stuff. But, their advertising is the same as everyone-else’s.

YOU: Now, just a minute…

ME: Please, just listen a while…

IDEAL CUSTOMER: I mean, why should I give them my business? They’ve NEVER GIVEN ME ANYTHING. How are they any different from dozens just like them in the area? Actually, if I’m honest, I don’t give them a second thought.

YOU: Oh.

IDEAL CUSTOMER: And when it comes to deciding who I’ll spend my money with, there is lot’s that will encourage me, but they are doing NONE OF THEM. I just don’t notice all that industry advertising any more. It’s all vanilla.

YOU: I just didn’t realise.

IDEAL CUSTOMER: If only they knew me, they’d be able to help me so much. They could help, but only talk about stuff that DOESN’T MATTER TO ME.

YOU: Is that all?

ME: Actually, no I think there’s more…

IDEAL CUSTOMER: The worst thing is THEY NEVER FOLLOW UP either. It’s like they’ve no interest in making me happy.

…to be continued.

If you were affected by any of the issues raised in the first Act of our play “Small Business Marketing Consultancy” please get in touch with Graham at Finely Fettled. He knows how the story goes and has plenty of ideas on the best scripts possible for your business!

SMS Lead Generation in 2017

SMS Lead Generation in 2017

SMS Lead Generation in 2017

It is an SMS Lead Generation ‘truth’, if you buy duff mobile data then it’ll cost you.

3 Costs of Poor Mobile Data

1) The cost of mobile data can easily be £100 per thousand. If 20% of the data is inaccurate, then £2,000 of your SMS lead generation marketing budget is wasted on a purchase of 100k mobiles.

2) Add the cost of sends (say, £30 per thousand) and there goes another £600. By this time your well-earned SMS Marketer’s shiny star is starting to look a little tarnished. Of course, your SMS Gateway will stop further sends of the inaccurate data, but not the first time round.

3) Effective SMS Lead Generation is all about timing. Until now, timing has been all about the logic of the offer. There are quite clever ways to send SMS, but for the majority of campaigns, timing is a gamble. So if you get this wrong, it can cost your campaign. By how much? Well, a recent SMS campaign that applied a new ‘secret sauce’ – let’s call it Best Time to Contact, doubled the ongoing campaign’s response rate. So, with just assuming a 50% uplift on sales of £5,000, the potential waste increases by another £2,500.

How come 20% of mobile numbers end up being inaccurate?

Working with the UK’s leading provider of data validation, and using literally billions of observed connectivity status updates collected in 2014, it was noted that 20% of numbers changed. If they end up on the data you buy, as well as in your customer data, expect the consequences described in 1) and 2) let alone the depressant on campaign results.

So what can the savvy SMS Marketer do? Take a look at Enhanced SMS Lead Generation.

Select High Quality Mobile Data

Start with a good source of data.

Select from more than 300 variables across 3.5 million lifestyle mobile records. Categories include Travel, Leisure, Charities, Financial, Motor, Newspaper & Magazine Readership, Drinks, Pets, Books, Utilities and Insurance.

Or target by Gender, Income, Date of Birth or Birthday. There are plenty of clever ways to target the right audience for your offer.

Ensure Every Mobile Has SMS Opt-In

This is a definite STOP if you don’t have this. The SMS Marketer’s Perfect Mobile Data does. Actually, the mobile provider has twice as many mobile numbers than those available in this dataset, but only mobile numbers where there is express ermission for SMS is used. Here’s a snippet from a typical permission statement:

“By entering your email you consent to XXXXXXX and its partners, sending you information and offers on products and/or services that may be of interest to you via email, SMS, telephone or direct-mail…”

Only Buy Data That is Active

Every mobile in this dataset is validated as ‘active’ prior to use. That means it can receive your SMS. Validating mobile numbers increases your response rate and reduces costs. What makes this a no-brainer is the cost of validation is LOWER than the cost of a typical send. So just do it.

Add Best Time to Contact to Your SMS Lead Generation Campaign

SMS Marketers will understand the concept of pre-framing. It’s like when you introduce someone or an idea, if you are gushing with praise…the fellow is a charming, lovable person… then the introduced person will be warm from the get-go. The opposite applies equally. ‘She’s a lying snake’ would be pretty difficult for most folk to shake off, right?

Adding Best Time to Contact to your next SMS campaign can seriously improve your response rate. How? BTC acts like a proxy for pre-framing. Your SMS arrives at a time when the prospect is known to be most likely to engage. How do we know? These time periods are created from billions of observations of people using their telephones. Working with leading telephone networks, individual level (not modelled) data is created based on engagement. Sending your SMS at just any time so, for instance, you make it easier for the call centre to take calls, is now a random and wanton act of marketing. And you want to avoid those, don’t you?

Best Time to Contact is added to every mobile sourced from Enhanced SMS Lead Generation

Will it work? Honestly, for you, I don’t know, but one client recently told us they got TWICE the level of response on a campaign where the ONLY difference was BTC. Worth a try? Well, if you pass, my guess is your competitor’s won’t. That’s why we’ve made it easy for you, by working with SMS Platforms to adapt their send processing to include the different options for sending at different times.

You can choose the best day, AM or PM, the best hour and the best exact time.

The smart SMS Marketer will already be ahead of me here. They’ll be thinking how they can customise the messages based on this amazing insight into timing.

Buy All Inclusive

Ultimately this comes down to whether you want a turnkey solution or whether you prefer to do everything yourself.

Enhanced SMS Lead Generation includes:

  • High Quality Mobile Data.
  • 300 Selections For the Ideal Target Profile.
  • Full Opt-In.
  • All Numbers are Validated ‘Active’ Before Send.
  • Best Time to Contact is added to Every Mobile Number.
  • Sends are Inclusive.

1) You can discover more about Enhanced SMS Lead Generation here.

2) Test a 20,000 sample for the all inclusive price of £120 per thousand plus VAT. If you are an agency, please call to discuss terms for introducing this dataset to your SMS clients.

3) Get in touch. Text me on 07914 824678.

Wishing You Every Success!  🙂

The NHS Appointments £32 Million Black Hole

The NHS Appointments £32 Million Black Hole

The NHS Appointments £32 Million Black Hole

Missed NHS appointments. Did Not Shows. Attrition.

Whatever you call it, missed appointments is costing the NHS over £160 million per year.

The NHS appointments teams are not sitting on their hands, but nor are they pulling up trees to fix this. Let me explain.

I’m diabetic. Over forty, with diabetes in the family and well, too fat! The NHS has bailed me out with this disease. So I reckon, I should do what I can to help them.


Not long back, I almost missed an appointment with my GP. They had set up an SMS notification system. It sends a text message to remind you of the appointment and gives you a chance to ‘offer the time back’ to the GP. Sensible. Good housekeeping. Except…

The local GP practice relies on you to inform them of a change in your telephone number. Now that sounds okay, but people forget, never get round to it. Like me. So my notification went to a mobile phone number I no longer had.

Fortunately, I’d added the appointment to outlook and got the 15 minute ping! So, I had a chat with my GP, who’s a clever chap, and he said I should take the matter up with the local NHS Trust. So I met Airedale NHS Trust and told them how they could effectively reduce their missed appointments by validating their mobile and landline numbers.


Did you know that some 22% of numbers changed connectivity status last year? Now that’s a lot of SMS message fails in the pipeline.

Taking a list of telephone numbers and establishing the active and inactive status is not only compliant with legislation and DMA Guidelines, but is entirely secure as only the telephone number is required for processing.


Both my GP and people at Airedale acknowledged the causal link between missed appointments and data inaccuracy. As you’d expect, there’s always loads of reasons why stuff cannot get done. We hold our data in a particular way and sucking in of breath, it’ll take ages for our data providers to change. But there is one BIG one for doing it now and quickly. The NHS saves money and can channel it into more nurses and doctors, more treatments and even more hospitals.


What happened next has told me that the cost is worse than the missed appointment itself…


The GP practice wanted to get in touch with some blood results. Important you’d think? I happened to drop in to the Health Centre on another matter to be told, ‘Oh, we’ve been trying to get in touch with you’. I was dashing so didn’t look into the comment. Corroborating my former comment on self-validation – even when you’re prompted, you don’t always act.

This time I missed a telephone consultation with my GP.

I discovered I still could clear my voicemail on the former phone. So I checked whether that’s where the messages were left. Yes. There were FOUR messages from the administration team in the GP practice. All polite, but I heard none of them until it was too late.

The GP had also left a message that contained sensitive information. Now, you could argue, this missed appointment problem isn’t just about someone not turning up. It’s also about Health Centre’s and GP’s managing information and data proficiently. What was galling, was the shear waste of effort and therefore cost and also the potential for information leakage.


Fixing the nation’s telephone data is something I’m passionate about.

But the NHS must take action. Data validation is safe and secure and Data Protection compliant. There is no excuse for wasting money.

Identifying the changed 20% allows the NHS Appointments teams to prompt another form of communication, such a letter to proactively change their on-record telephone number. Not difficult. A simple, clear, repeatable and most of all cost saving initiative.

An initiative that could be worth some £32,000,000 of savings from missed calls and untold collateral damage in information handling.

If you are responsible for NHS appointments please contact me about your share of the £32 million savings.

Telephone Number Validation

Telephone Number Validation

Telephone Number Validation

A 2015 snapshot of UK telephone number validation showed that of the numbers being used by telemarketing companies, only 66% were active. With a massive one-third of telephone numbers inactive, telemarketing companies are wasting money and getting poorer results from their telephone operatives. 33% of numbers are inactive.

There is a solution, the telemarketer should contact Finely Fettled.

There are simple, quick and compliant ways to improve the quality of telephone numbers. Imagine how much you will save by not trying to call telephone numbers that are dead!

What would a 1 in 5 error rate do to your plans?

The 60 million UK population owns more than 83 million mobile phones and 33 million landlines. Even with high levels of portability of mobile numbers, the UK mobile market still has a churn rate of 3% per month. Overall, we estimate over 2,000,000 changes per month or a bit over 1 in 5 telephone number changes per year.

Telephone Number Validation, valtel, HLR, SMS, Mobile data, Landline Telephone Numbers, Telepmarketing, Call Centre Marketing, Callcentre

*Note: 2014 figures based on the Data Central Cache database. Our Cache data currently represents 44% of the total UK active telephone population.
A mobile marketer would have to be reckless, if they forecast results of a campaign based on an error strewn database. The smart thing to do is to get data checked out, then get it fixed. Similarly, a telemarketer calling landline and mobile numbers would want data to sail through diallers.

The best way to do this is to remove inactive and invalid numbers.

Does Telephone Data have the Worst Level of Accuracy?

Using our analysis, the answer is YES. Take name and address data. Most consumer data cleansing corrects for deceased and goneaway data. That is, those people who have died and those who have moved. Roughly 1% of the UK population dies each year and up to 15% of the population moves. This makes the level of telephone data decay the single biggest problem in terms of data quality by size, if not necessarily priority.

Deceased = 1%

Goneaways = 15%

Non-valid Telephones = 23%

Do you regularly data cleanse your telephone data? Talk to an industry expert – Graham Arrowsmith, who is senior consultant for Data Central, a leading provider of mobile and landline telephone number validation. Call Graham on 01535 654930

Telemarketing Data

Telemarketing Data

Telemarketing Data

Big news for companies using telemarketing data.

In the first benchmark study of Telephone Number Validation, Data Central , a Manchester-based data services business reveals that more than 1 in 5 telephone numbers changed connectivity status in 2014. The 64 million UK citizens own more than 83 million mobile phones and 33 million landlines. Even with high levels of portability, mobile numbers still churn at an amazing 3% per month.

Marketing managers, CRM Managers and Data Quality experts should know just how easy and compliant it is to check the connectivity status of their telephone numbers. There is absolutely no need to ‘ping’ the number and since there is no requirement to share name and address, there is little of concern as far as Data Protection legislation either.

When you validate your numbers you’ll get to know how many numbers are active and how many are inactive.  It is a pretty quick service too. You can choose to match against numbers recently seen as active (that’s called a cache database and is ordered by recency) or you can opt for live checking. The latter costs a little more and in the case of very large volumes of landlines, can take a little longer to validate.

Telemarketers beware of buying data that has not been validated as active. You can waste budget and time calling numbers that are flat out dead. Mobile Marketers who want to integrate SMS into their marketing activity, will also be drawn to the service. The least a Mobile Marketer needs to know is how many people are going to receive the intended communication.

If telephone number validation sounds like something you need, then contact Finely Fettled today!