How Complex Should Your Segmentation Be?


Too much segmentation is as bad as too little

In an age of big data analytics, real customer intelligence depends on having manageable datasets to analyse, rather than too much irrelevant information that may drown you.

According to McKinsey’s “Unlocking the power of data in sales” report from December 2016, “more than 1,000 sales organizations around the world, we found that 53 per cent of those that are “high performing” rate themselves as effective users of analytics”.

With that in mind, we wanted to explore the complexity of segmentation and why too much of it can cost your business money. Cleaning and reformating data is a major first step when it comes to properly segmenting data sets, yet nearly 40% of 200 B2C and B2B companies surveyed by Allocadia claim they consider the process challenging.

Complex yes, but jumbling the wrong data together or putting it into too many categories can result in embarrassing errors such as; targeting the incorrect audiences for campaigns or sending the wrong email to prospective clients. Losing these opportunities is losing revenue.

Understandably, time is precious. CRM managers have a lot on their plates and need tools to help them be more efficient in how they analyse data. Experienced customisation requires a high degree of condensing multi-channel sources of data into fewer groups.

Segmenting your customers based on unsold inventory

When it comes to retail and consumer-facing enterprises something as simple as segmenting your customers based on unsold inventory can make a huge impact. Unsold inventory has surprising potential if advertised the right way, especially when using segmentation to find an audience for unsold stock that may not have been there before.

Dynamic search ads are an upsell tool for retargeting past customers, by promoting products previously viewed. According to travel platform Sojern, after partnering with Fairmont hotels and using Facebook’s dynamic ad offering in their advertising, they saw a 20% increase in revenue.

Segment for you

For online businesses, another way to simplify your segmentation is to utilise tools that target audiences based on their likelihood to become a conversion. Weeding out the leads from the bots and far away visitors can set a course towards attracting the right audience. Prioritisation should be personal to the company’s goals, segmentation becomes overly complex when data strategies are too broad.

Overall, as big data becomes commonplace in the business ecosystem, segmentation is a relevant tool needed to make sense of it all.

Learn more about segmentation for calls here

Via: Marketing Charts, Sojern, McKinsey,

The Benefits Of Geolocation For Predicting Behaviour

Google recently announced a plan to test new geolocation technology in emergency response systems, so that 911 services in selected American states could get to mobile users in distress a lot quicker. “Google tested its new system across parts of Texas, Tennessee, and Florida covering about 2.4 million people. The test took place in December and January and was apparently only for people using Android devices that called into 50 different 911 call centers in those states,” stated Hot Hardware. 
Companies like RapidSOS who participated in the test claimed that “the data sent by Google was more accurate with a radius of 121-feet around the caller, rather than the 522-feet typical of data sent by the carrier.”
Geolocation technology like Google’s has become a standard feature in many industries from e-commerce to law enforcement. Since a majority of today’s society exists online, using a device’s GPS to help with things like shopping, mapping, and even our well-being is just another way to make life easier for we humans. When it comes to customer service, geolocation is a handy tool that many marketers swear by,
“Every advertiser has an understanding of where consumers are located through their devices translated as specific GPS coordinates,” Jim Kovach, vice president of business development at CrowdOptic told Fortune

Location history is an excellent indicator of customer behaviour and a useful predictor of how to keep them happy. Here are a few ways to do that:

Geotargeting for better segmentation

This is a useful method for zeroing in on where a customer base will usually be, knowing ahead of time where a prospect plugs in is another way to enhance personalisation. Geolocation tracks by IP address and connected to that is a range of data which aids in targeting ads specific to a customer’s location. “If a user from a high-income neighbourhood visits a car dealer’s site or clicks on a paid search display ad, that consumer may be directed to a landing page displaying a luxury vehicle, while consumers located in a lower income area may be targeted with a deal on an economy vehicle,” writes Search Engine Land, This knowledge can also help segment customers in a brand’s database for the after-purchase phase when retention comes into play.

Bridging the gap between online and offline customer data

We’ve reiterated this fact, but connecting digital brands with their on-the-ground vendors is essential for increasing the bottom line. One way to do that is to join mobile ads with brick and mortar campaigns. Unilever is a good example of this. Their ice cream brand Magnum saw great success in Ecuador when a mobile banner ad invited customers to create their own ice cream and pick them up in store. According to Mobile Marketer, “Magnum saw 14 percent in-store sales increase and claims to have doubled the world record of ice-cream bars sold in a store on a single day.” Another method for geo-tracking online to offline behaviour is by using a feature like Google’s AdWords. This system allows for a more granular scope of customer location possibilities, such as TV regions, airports, cities, departments, municipalities and more.
All in all, geolocation is a useful way to stay technologically adept and produce relevant marketing which many customers respond to positively.
Via: Search Engine Land, Fortune, Mobile Marketer, Hot Hardware. 

A Few Integrations Aimed At Improving Customer Relationships

Meeting customer expectations during a purchase journey now require segmenting and analysing a large pool of data to create a workflow that will hopefully nurture leads and make ideal use of a consumer’s time. Luckily the technology is there to manage these intricacies for digital enterprises. We’ve touched on integrations before and this round we’re looking at a few that can step up your CRM game.

Maximise your advertising lifecycle with cross-platform measurement

Making an impact is the basis of every campaign but managing the multiple platforms used by consumers can confuse the metrics a bit, leading to a short-sighted campaign. Cross-platform measurement systems have revolutionised how businesses understand their various datasets. Before this introduction, it was difficult to keep up with consumer behaviour as it nimbly adapted to the changing technologies. However, platforms like comScore have altered the campaign process starting with data scale first and going from there. “We believe that scale drives quality,” comScore CEO Fulgoni told MediaPost. “You can’t start with a panel and build up on it.” Scale is vital especially in a world where multiple screens are utilised at one time, by measuring the overall impact of a fragmented digital media environment, it’s easier to build an ironclad campaign.
Learn more about Freespee’s comScore integration here.

Become a conversion hero

Optimising a website for higher conversion rates is a very complicated way of describing how to make a site desirable to droves of click-happy people — whether it be buying something or spending a length of time researching a car. Conversions are when customers follow through, creating a desirable space for this to happen is a priority for most online-centric businesses. WPO stats found that 53% of visits to mobile sites are abandoned after 3 seconds according to research from Google’s DoubleClick. Technology offered by a platform such as Webtrends Optimize uses both A/B testing and more in-depth multivariate testing to boost the customer’s experience across multiple screens and units. The testing is whittled down to even the colour button an audience prefers clicking. In this digital age, figuring out what your customers want is based on more than just a gut feeling, delving into the incidentals of their online interactions is essential to upping that conversion rate.
Learn more about Freespee’s WebTrends integration here.

Figure out where your digital spend is most effective

Knowing whether programmatic advertising has any punch is down to the numbers, but often with a highly competitive digital environment plus separation of online and offline data pools, it can be difficult to achieve an accurate bottom line.
Additionally, “You’re fighting for customers on a digital battlefield where Google and Facebook command nearly 80% of internet time and over 60% of online ad dollars,” says Marin Software. With this in mind elevating advertisement performance is the first step towards victory, delivering dynamic campaigns targeted at specific customers can make it easier to understand where the revenue derived from those ads is coming from. Custom-made algorithms can automatically adjust set budgets per top performing audiences, helping brands save money and refocus on lucrative client pools.
Learn more about Freespee’s Marin Software integration here.

These are only a few of our integrations up for grabs. Check more of Freespee’s multiple integrations on our website.
Via: MediaPost, The Drum, WPO Stats.

Exploring The Diverse World Of System Integrations

The concept of integrations in software or iPaaS (integration platform as a service), can be confusing to anyone outside of a technological background, after scouring the internet it is pretty tricky to find what one needs on the topic explained in layman’s terms. 
Most cloud-based businesses work with a wide range of applications and platforms to form a suite which keeps their day-to-day activities running at peak optimisation. The way an enterprise bunches their existing digital arrangement together is essential, that’s where integration friendly platforms are very useful.
“For example, a human resources applicant tracking system is a standalone product, but most are integrated with payroll providers, background assessment tools and interviewing platforms. This [system] creates a full suite by combining the best provider in these three industries,” explains Forbes.
Recently, most digital enterprises favour a platform that can adapt to multiple integrations; it’s simply easier to keep all data in one place while following similar procedures – plus its becoming the norm.
“The iPaaS market is growing because more [enterprise architect] professionals see dynamic integration as the best solution to integrate cloud-based systems of engagement — like Marketo or Salesforce — with their cloud or on-premises system of records,” wrote Henry Peyret, a principal analyst at Forrester who penned “The Forrester Wave: iPaaS for Dynamic Integration, Q3 2016 as reported by Jessie Scardina of Tech Target.
There are multiple terms cropping up as the market continues to dominate within the industry, we’ve laid out a few definitions below to help flesh out this somewhat complicated topic.

Native Integrations

Simply put, a native integration is a program that has been developed for use on a particular platform or device. It’s usually an API (Application Programming Interface) that can adapt to another system and work within it, immersing itself into the process. Without this handy creation, an enterprise would have to switch between multiple modes – such as their marketing automation or call centre, losing the cross-channel perspective of a customer’s journey.

Cloud Integrations

Cloud integrations encourage multiple programs to share the information they collect in the ever mysterious cloud. It works because, in the fast-paced world of commerce, it’s much easier to stay one step ahead with real-time data. Cloud integrations aid in this by maintaining data integrity and avoiding data silos — which are never good.

Data Silos

This brings us to data silos, which can be problematic. A data silo is a repository of stagnant information that is controlled by one department and often kept apart from the rest of a company’s data cache. They are elusive and usually erupt from legacy technology. One solution for this problem is implementing a platform that can integrate it all into one system.


As we move further into relying on technology to manage and solve both professional and personal management issues, its good to know that there is a digital progression happening along with our needs. Who knew integrating could be so simple?
Via: Forbes, Tech Target, Bedrock Data.

WhatsApp Business: What The New App Could Mean For B2C

B2C (Business to consumer) engagement usually requires a certain amount of understanding between brand and stakeholder. Often a campaign is centered on a consumer concern like WIIFM or “What’s in it for me?”

“Whether B2B or B2C, good marketing essentials are the same. We all are emotional beings looking for relevance, context, and connection,” said Beth Comstock, GE Vice Chair.

Instant messaging juggernaut WhatsApp recently debuted their consumer-focused Business App, targeted at small businesses and their clientele with the aims of enabling the 1.3 billion loyal WhatsApp users worldwide to connect with companies a lot easier.

“People will know that they’re talking to a business because you will be listed as a Business Account. Over time, some businesses will have Confirmed Accounts once it’s been confirmed that the account phone number matches the business phone number,” WhatsApp said in a statement.

The business app also allows users to create a standard business profile boasting a “quick replies” feature which saves and reuses frequently sent messages.

Probably the most useful aspect of the new application is the messaging statistics element, giving access to insights such the number of messages sent, read and received.

So far, it’s available solely on Android in Indonesia, Brazil, Italy, Mexico, the United Kingdom, and the US but a global release is expected in the next month. No word yet on when it will appear on iOS.

WhatsApp isn’t the first messaging service to create a system specifically with e-commerce in mind, Chinese-owned competitor WeChat already hosts 10 million official business accounts for 980 million monthly active users. In this case, however, WhatsApp is arguably more universal. Time will tell how much of a ripple it will create in the B2C universe, but until then we have a few predictions.

Consumer engagement

B2C messaging is quickly becoming an asset to most brands and is seen as a personalised way to communicate with the modern consumer. Most marketing strategies consist of a multi-screen system of promotion and engagement. So what will the debut of WhatsApp Business mean for the way a company connects with their clientage?

“WhatsApp is an easier medium to access for all age groups compared to emails, besides, it’s extremely easy for emails to get lost in all the chaos that a 2018 inbox is,” writes blogger Prateek Malpani. 

This implies that using a medium like WhatsApp can only bring customers, closer. According to Braze, “the longer that a customer goes without engaging with your brand, the less likely they are to be retained.” Ease of access to consumers through a community messaging system such as WhatsApp will more than likely create an environment of interaction.

Strengthen small businesses

The app is targeted at small businesses which can’t usually afford a large-scale promotional campaign. As such the app may just put smaller enterprises on par with the giants. B2C-infused technology is desired in certain corners of the world, more than 80% of small to medium businesses in both India and Brazil use WhatsApp to communicate with customers, claims a Morning Consult study.

WhatsApp Business

For now, WhatsApp is trying their hand in the smaller enterprise arena, but the plan is to eventually roll out to large sectors such as airlines and banks. The Facebook-owned company is set to monetise the growing B2C trend, and we think they just might blow it out the water.
Via: WhatsApp, Business Insider, Braze, Blue Leadz. 

The Underestimated Value Of Conversational Data

Taking a buyer from browsing to highly engaged is the goal of most marketers out there. Increased customer engagement represents a revenue increase of 23% for a brand, but in the age of tech-savvy prospects utilising multiple channels, how do you keep them coming back?

Of course staying ahead of the technological curve is a priority, according to Marketing Tech, “a survey of Fortune 500 marketing professionals carried out by LiveWorld, 52% of respondents thought that advances in technology would allow them to engage in meaningful two-way conversations with their customers.”

However piquing the interest of a buyer is something that requires a strategy of both personalisation and modern tech, which is where the often undervalued power of conversational data comes in. Conversational data is an indicator of how a brand’s customers are engaging with a conversational interface, be it chat, text or call.

Its value lies in the fact that it analyses real-time interactions – “with conversational analytics, for example, you can single out a target demographic or user to see whether they’re talking to a bot or application, then view every step of the conversation as it’s happening,” says Chatbots Magazine. It’s a key segmentation tool, enabling a brand or marketer to understand their buyer base on an intimate level. Thanks to data pioneers like Google, any business from large enterprises to small startups can access this bounty of information, evening the commerce playing field.

The Google Analytics Shift 

By far, a leader in the data game. The platform is now integrated into more than half of the websites on earth. It’s also altered how many marketers perceive their purpose — taking them from brand developers to keen data analysts and innovators. Google has done more for the planet than just bring us the Google Doodle. It has also brought the buyer to the forefront.
Where Google Analytics particularly stands out is in its endeavours to create an omniscient view of the customer journey, providing concrete evidence of their digital path, using Analytics 360 which includes features like enterprise analytics, tagging, site optimisation, data visualisation, market research, attribution, and audience management. Google claims to consider the current multi-screen environment that both marketers and their pool face.

Check out more about Freespee’s Google Analytics integration here. 
Despite this reputation, It has been accused in the past of disregarding offline channels and providing inaccurate information that, none-the-less, marketers have come to rely upon.

“Rightly or wrongly, the startup world cares mainly about direct-response metrics — and that is reflected in the “Goals,” and “Events” triggers in Google Analytics,” wrote TechCrunch contributor Samuel Scott.

Thanks to its recent collaboration with CRM platform Salesforce, that critique is now somewhat silenced. Whether naysayers like it or not, by the end of last year, “tablets and smartphones comprised 87 percent of the globally connected device market,” meaning that to keep ahead of the pace requires an understanding of the online sphere and a greater focus on the customer’s say so, especially concerning their interactions with the brand both online and offline. Google seems to be onboard with this by coveting the data gleaned from those buyer encounters and with this partnership, there is no doubt that ‘offline’ conversational data, namely call data, is aimed to become a hot commodity.

The advent of web analytics tools like GA has arguably done more to help than hinder the ecosystem, though some would disagree with its intention. Still, the way in which we communicate continues to elevate and technology seeps into our every day. Hopefully with Google’s help, the monetary power of conversation will continue to rise in value.
Via: TechCrunch, Chatbots Magazine, Marketing Tech, City Segment

This Is An Online Marketplace’s Biggest Challenge

Digital marketplaces, both big and small, face a common problem – the chicken and egg quandary that comes with high demand from both buyers and sellers. Behemoths like eBay, Facebook and Fiverr each tackle their own challenges when it came to both inciting and maintaining activity on their forums. In fact, a few well-known brands even faked it till they made it.

“Services marketplaces put up fake projects to show activity. Steve Sammartino talks of how he seeded by essentially buying the initial items himself and renting them out (though he refers to it as “Inventing Demand”, when actually he was seeding supply,” writes Pipes to Platforms.

However, once the deception springs a significant audience of both buyers and sellers, segmenting and maintaining a smooth purchase process to meet revenue targets takes a certain level of finesse.

The problem with having too much of a good thing is that it is very easy to tip the scales, especially on the buyer side of the agreement. “Buyers who are unhappy with the product or service one of the sellers provides will typically direct their ire toward the marketplace, instead of the respective seller,” claims Entrepreneur.

Sometimes its the seller who causes the ripple, if a once-faithful seller leaves a marketplace, the vast buyer base they accumulated is then left aimless without a place to land.

No marketplace wants to leave their brand at the mercy of their seller’s reputation.

A Few Solutions

The common denominator in every instance usually involves balancing the ecosystem by taking a closer look at CX for both buyers and sellers. Automotive marketplace TrueCar saw a share price “nosedive from $24 in August 2014 to $4 in 2015,” due to an alienation of their sellers according to Yapstone. “Losing dealerships meant fewer choices for the consumer and higher prices for car buyers in the TrueCar network. Ultimately everyone in TrueCar’s marketplace ecosystem – buyer and seller – felt the burn.”

Fortunately, TrueCar learned from this slip-up and introduced changes to their seller relationships, including dealerships in their advertising. Their share price rose back to $21USD in 2017. 

Buyer-wise, CX is more multifaceted and involves building both trust and expectation. Both of these facets can be improved through reliable communication. If a buyer knows that their queries will be received and dealt with in a personal manner, it reflects their overall ethos which can lead to iron-clad loyalty.

Giant marketplace eBay found a way to fix this issue by igniting a 7-day call service for top buyers and sellers in 2009. According to AdAge, the brand saw an increased net promoter score and more activity from top buyers than ever.

Today, eBay has found a way to maintain expectations. “Companies like Alibaba and eBay are successful because they have been able to communicate to buyers that when a product or service defect exists, it is the factory or seller, not the platform, that is responsible,” writes Entrepreneur.

Overall, the chicken and egg problem will always be a bee in the bonnet of marketplace growth, but the evidence suggests there are innovative ways around it, sometimes all it requires is a bit of synergy.

Via: Yapstone, Pipes to PlatformsVentureBeat, AdAge, Entrepreneur.

Your local offices aren’t getting their leads correctly… here’s how you can solve this.

sales and marketing

Spoiler… it’s by making sure your customers get to them quickly, with the best experience possible.

We’ve mentioned the expectation economy before and the new reality of seamless experiences across touchpoints, so I’m not going to go into that again. 

But were you aware that your mobile audience – out-and-about; want answers now, not next week – are the most likely to abandon?

I’m sure that now you’ve seen it written down, it makes sense.
We know that 98% of callers use a mobile device to connect with brands. 
We also know, from our own data, that mobile browsers and callers are less likely to wait in a call queue (than those browsing from a desktop).

As browsing preferences move increasingly towards mobile devices, have you thought about how your strategy nurtures these customers?

In a previous blog post we discussed how you can use your customer’s digital profile to prioritise calls based on the device they are using to browse and call.

This week, I want to show you how the granularity of our segmentation feature can isolate specific device holders down to their precise geolocation and automatically route their call to your closest location.

Many companies with multiple local offices choose to advertise a generic switchboard number to visitors. Callers then have to self-qualify themselves in an IVR to be routed to the right (closest) office. However, we’ve seen that the fact that their call isn’t instantly connected causes mobile callers to abandon in high numbers.

Ten years ago, routing calls was easy – most visitors used landlines, which included the caller’s area code prefix, automatically providing their location. But times have changed and now most calls are made from mobile devices, meaning this is no longer possible.

Freespee uses the caller’s IP address to identify their geolocation and automatically route their call to the correct location.

This use case helps you to make the most of those customers who are making an instantaneous call and so want an instant answer. We want to help your customers get the answers they want, fast, before they abandon.

There are multiple ways of arranging geolocation data depending on the continent, country, region or area. Freespee logs this data to make it simple to adapt to the requirements each country or company might have.

    • Continent code,
    • Country code (2 digit),
    • Country code (3 digit),
    • Country name,
    • Region,
    • City,
    • Postal code,
    • Latitude,
    • Longitude,
    • DMA code
  • Area code.

To learn more about routing calls based on your visitor’s digital profile (this includes more than just geolocation!) click here.

Follow the steps below to route calls from a specific region to the nearest office:

1. Create the segment. We want to assign calls from specific Postal Codes to the same Region. The easiest way to do this is by using the advanced ‘Matches Regex’ comparator.

2. Now, define the workflow that these calls will be taken through.  Within Recipes select Advanced Assignment rule.

3. Create a new rule (workflow) for the ‘Region 2- Germany’ callers segment. Click on ‘Edit’ and then ‘Add Rule’. Define what office/team the call we be routed to and specify distribution method (cascading vs broadcasting).

Calls from postal codes matching this segment will be routed to the Sales team of that region automatically, and they will be broadcasted (sent to all team members at the same time) to remove the risk of missed calls.

In some customer regions, the IP address information might not be accurate enough. To address this problem, we can configure the Freespee Javascript to collect the caller’s GPS position, which provides an accurate reading of their location.

As always, if you’re interested in trying these new features, please get in touch with your Customer Success Manager. If you are unsure who that is, please email

If you are not a Freespee customer yet, please email to book a demo.

Speak to them before your competitor does…

How many times have you said it to your team: meeting customer expectations is the most important part of a successful business.
You constantly need to be on your A-game if you want brand ambassadors that line-up outside your door.
In recent years, traditional sectors have taken a leaf out of the retail industry’s book. Customers experience more tactile, supportive experience that reflects real life experience. Brands like Apple have clearly defined what their customers expect from different touchpoints and have succeeded in turning visitors into customers and customers into passionate ambassadors.

Happy Apple campers waiting for the iPhone 6 release… are your customers waiting in line for your next release? Google/Newslocker

You and your team work had to attract, convert and retain customers. In an ideal world, you’d treat all these customers the same. But… they aren’t the same, are they?

Your business exists to hit it’s goals and there are certain types of customer that will help you achieve this over others.

So why are you still treating all your calling customers the same?

This use case focuses specifically on calling visitors who have searched for a competitor or have used specific industry keywords.

These visitors are already engaged and aware of your competition, so are a key audience for your brand.

This makes it imperative to give them the very best customer experience.
They might have called competitors but were put on hold and decided to abandon, or they couldn’t get in touch in the first place, leading them to try other options from their search results.

Playing on psychological triggers and converting a customer who’s had a negative experience with your competitor means you’re more likely to earn their loyalty and, in time, turn them into brand or product ambassadors. They tend to rate the quality of the service higher than average and are much more likely to recommend the brand in question to their peers.
Freespee can help you identify those calling visitors that searched for a competitor or for specific high value keywords, segmenting them away from the rest of your audience. They can then be prioritised over others or routed to agents that specialise in competitive wins.

It’s super simple (although our Customer Success Managers are on hand to help). As always, there’s a demo video above but here’s a breakdown of the steps:

    1. Go to the Segments section and choose the criteria ‘UTM Parameter’. Specify ‘UTM Campaign’ in the second drop down list.
    2. Set the comparator to ‘is’ and in the next field specify the name of the campaign you set up in GA with the keywords you’re bidding against – i.e ‘my_campaign’.
    3. Once the segment is set up, create the workflow within the Recipes section.
    4. Search for the Advanced Assignment rule and ‘Add a New Rule’ for the segment you just created.
    5. Define the department or specialist team the calls will be routed to and decide how the calls will be distributed (broadcasted or cascaded).

Any visitor matching this segment will be assigned to one of your specialist agents.

We’re confident this will increase your sales conversion rate by delivering great CX and likely, earn a few great brand ambassadors along the way.

Next week

We’ll be looking into how you can route calls based on geolocation. This use case will be useful for those with multiple locations that take regional calls – potentially from the ‘find your local branch’ type landing page.

As always, if you’re interested in trying these new features, please get in touch with your Customer Success Manager. If you are unsure who that is, please email

If you are not a Freespee customer yet, please email to book a demo.

How to give mobile users (aka keen call abandoners) more attention

If you’ve not read our blog post on Segments & Recipes yet, I recommend you read it first. It will give you a bit of context.
We’ve discussed the ‘expectation economy’ in previous blog posts – it’s a growing industry that we’re obsessed with at Freespee.
As customers have become aware of their growing power to shape a company’s future (and more importantly its bottom line) they’ve changed the consumer landscape – for the better.
In an economy where word of mouth has the power to instantly turn a local product launch into a global one, or reward exceptional customer experience with a legion of loyal and ‘cheerleading’ followers, the customer is once again becoming the priority for brands who want to survive and succeed.
These expectations have been driven by digitalisation and increasing mobile usage, in particular the immediate response that consumers now expect from brands.
Our data proves the (what may seem obvious) assumption that the device used to browse a website has a huge impact on the caller’s behaviour and their expectations of that call.
If the future caller visits your website with their smartphone, they are 30-40% more inclined to abandon the call quicker if put on hold or in a waiting queue.
Like I said, we’re obsessed with the expectation economy. This is because it highlights a problem that we want to help fix. We want your future customers to enjoy a smoother experience.
We can do this in a number of ways and over the next few weeks we’ll be releasing a series of videos that show you how. Using our new Segments & Recipes features, we’ll show you how to segment your calling customers and implement workflows to direct their call experience.
Up first: routing calls based on the visitor’s device (which, for the purpose of this example, is a mobile)

 When we were putting the feelers out with this product, most customers we approached said they’d most likely want to use segmentation and workflows to route calls coming from potential customers who are browsing their website on a mobile (presumably smartphone) and then calling from that device.
This use case allows you to create a segment that isolates website visitors browsing on a smartphone who go on to call your brand, ensuring that they are not held in a long call queue.
It’s super simple to set up (as you can see from the video above) but I’ve also outlined it below in 5 steps:
1. Create the segment by selecting the criteria ‘Device’ from the drop down list and choosing ‘Mobile’. This audience will be isolated from the rest:

Then create the workflow:
2. Click to create a new rule
3. Select the segment that you want to apply to this workflow. Define where the call will be routed – to a specific number or to a group of people
4. How the call will be distributed – broadcasted (sent to multiple people at the same time) or cascaded (sent in a defined order)
5. Once ready, click the slider to activate the workflow – all calls matching the segment will be routed based on the workflow

It’s in this simple way that companies can switch from being unable to filter callers or witnessing high abandonment rates to being able to prioritise calls and increase sales leads in a few clicks.
Next week
We’ll be looking into how you can route calls based on specific keywords. This is particularly useful for customers who want to prioritise callers who have been searching for either competitors or who are in the active researching phase of their journey.

If you are interested in trying these new features, please get in touch with your Customer Success Manager. If you are unsure who that is, please email
If you are not a Freespee customer yet, please email to book a demo.