Having phone calls from Ai Agents appear like spam was a key concern for Quitline. We alleviated this concern by introducing Quitline to a tried-and-tested workflow. Before contact, clients receive an SMS explaining they will receive a call from Quitline’s digital helper, ‘Matilda’. The SMS provides context and gives clients the option of calling Quitline directly with any concerns. AI agent, ‘Matilda’, understands if a call is being questioned as spam. ‘Matilda’ provides callers with reassurance and gives clients the option to call Quitline’s direct line.
The team at Quitline will continue to use ‘Matilda’ and work closely with us to make constant improvements. Both teams meet weekly to analyse data and plan changes. “We’ve been able to make tweaks and changes along the journey to ensure that we’re improving. Each time we have made a subtle change we have seen a slight increase in the completion rate.”
Quitline is now looking to a future where AI can be used in other aspects of the business. Lindsay explains, “There are greater possibilities now that we understand the technology, how it works and how intuitive it actually is. We’ll be doing a lot more thinking about ways that we can use AI Agents. Not just for reengagement, but other aspects of the business as well.”
