Health and wellness group reduces AHT by 180 seconds

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This case study explores how a health and wellness company implemented Oration, an AI-powered IVR system to improve customer experience and operational efficiency. It demonstrates how analysing caller intent led to significant reductions in average handling time and saved reception hours across multiple club locations.

The Client

Our client is a top Australian health and wellness company that serves customers across Asia Pacific. Their goal is to improve people’s lives through innovative health and wellness options both in-person and online. With over 470 locations, they support over 900,000 members to live healthier lifestyles.

The Challenge

The client’s club receptions got an overwhelming amount of calls daily and they needed to understand why people were calling. Their current phone system couldn’t capture the intent of the call or provide accurate reports on call volume and handling times. The goal was to improve the customer experience by letting members use the channel they prefer and allowing experts to focus on face-to-face interactions instead of handling calls about membership enquiries. To achieve this, they needed to figure out what the caller wanted.

The Solution

Convai worked with the client to implement Oration; an easy-to-implement, low-cost contact centre AI-powered IVR plugin to start measuring caller intent. Their previous IVR system provided callers with only three options to choose from and all calls went to the gym for the receptionist to answer.

Oration was trailed in 19 clubs for seven days and received 5,666 valid calls. With Oration, callers were asked one simple question: “Why are you calling today?”.

The Results

Convai analysed 3,125 of the 5,666 calls received during the seven day trial. They identified and made recommendations to improve the caller’s intent for 75% of these calls.

The successful trial reduced average handling times by 180 seconds.

It was estimated that automating, deflecting and redirecting calls would save receptionists 233 hours per day across all 145 clubs.

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From this trial, Convai made several recommendations:

Calls related to account management (cancellations, refunds, updating details, etc) should be sent directly to the member service and retention teams.

Booking-related calls should be completely deflected and a link to the self-service portal or app should be sent via SMS.

Calls about club opening times should be deflected and Oration should provide the answer by checking Google.

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