The Postcode Lottery uses different service numbers that are linked to active campaigns. By default, inbound calls are routed statically through a split distribution to the relevant call centers. Tibout Hemmes, Strategic Advisor Direct Recruitment & Retention, explains: “The split per day is set in advance based on the forecast occupation per call center. The day after, the results are assessed, and it is examined which distribution is better the next day. Real adjustments are therefore usually done afterward, but then you are already too late.”
If you want to ensure that the best performing call center receives the most calls during the day, the Channel Manager could almost spend the entire day on it. Tibout: “The manager is continuously monitoring the abandon rate and conversions of the various numbers and call centers and adjusts the distribution accordingly. This leaves little or no time for other activities.” A problem that was very much experienced in practice.