How Workflows Improve The Consumer Experience

“Whatever we do must be in accord with human nature. We cannot drive people; we must direct their development,” – Henry Gantt.

The idea of workflows has been around for decades and presently pops up everywhere in commerce. Henry Gantt, an American mechanical engineer and pioneer of the “Gantt Chart” was possibly the first to spark the idea of a project management schedule during the industrial revolution – which has since become a workflow.

Overall, the Gantt Chart was about increasing efficiency and that aim has transferred to how the consumer experience is managed today within multiple business models.

Workflows are about automating the business process using technology for peak performance and easy communication between brand and buyer.

In a heavily populated digital ecosystem consumer service is more programmed than ever and sometimes these automated interactions do little to maintain loyalty with a consumer base. Human beings are the sum total of their experiences and that notion should transfer to how they exist online as well.

A notable complaint of many callers is being trapped in the IVR abyss and then being shuffled around from department to department like a pack of cards with very little empathy in place. Well placed workflows have a knack for making sure no conversation is lost in the din of call centres and chat queues.

How do they do this?

Granular data

Anyone on the internet is just a blob of data there to be captured, harsh but true. Forming that mass of binary into something useful (and compliant) is now the job of brands more than ever.

Workflows that include granular targeting can help boost efficiency and make callers feel a sense of personalisation even if they’re merely one of many. Granular targeting uses granular data which is malleable and highly useful information that, “can be aggregated and disaggregated to meet the needs of different situations,” says Technopedia.

Considering the fact that millions are at stake for every ad campaign, building a strategy based on specific consumer details derived from granular data can help make every penny count and put brands on the right side of a gamble. This is good if a company needs, “to prove a theory,” according to Hawke Media. A theory as simple as, “this is what our audience needs.”

It’s all down to the elements of what motivates or defines a caller/buyer/consumer. There are multiple reasons why someone is reaching out to a company and workflows including call routing take these things into account when managing a pool in call centres, dealerships or any consumer-facing business. Call routing workflows prioritise inbound calls based on factors such as geolocation, pages visited, phone number and device. Intelligent call routing can enhance the consumer experience by segmenting this data into profiles that take them to those answers they need.


Another way workflows add to a positive consumer experience is by using automation like notifications. One person will often reach out to a company via an arsenal of mobile technology, i.e., tablet, smartphone, laptop – in this day and age they’re used to speedy searches and easy satisfaction. Luckily, workflows can be triggered into different actions like sending an automated feedback email after a call or SMS reminders to agents if a call is missed. “Workflows make it easy to keep track of these important changes, so you know which of your leads are warmest, and can act on that information immediately,” says Hubspot.

Beyond the fact that actionable workflows aid in efficiency behind the scenes, they really help with consumer engagement too – once used holistically of course. A holistic approach points to custom building a digital interaction that acknowledges the needs of the receiver. Great CX has a basis in consistency and automated workflows are nothing if not dependable. With consistency comes trust and eventually, loyalty. “Trust-building and engagement are what notifications are all about. And it’s why thinking about notifications should be a key part of any CX plan,” notes Brent Sleeper for Marketing Land.

The human touch

Automation, notifications and granular details. Now that we’ve covered the technical intricacies of why workflows should be in every businesses’ toolkit, its time to consider what Gantt mentioned – keeping in line with human nature. Despite hiding behind numerous modes of communication thanks to advances in technology, human beings still need to feel that personal touch. The buzzword of the moment in consumer service seems to be AI thanks to Alexa, Google Home, Siri and other voice-activated robot assistants on the market. However, developers are still struggling with embedding empathy into their systems and this can be problematic, especially in consumer-facing industries, where dropped calls and lost leads are becoming more frequent.

“We’re now surrounded by hyper-connected smart devices that are autonomous, conversational, and relational, but they’re completely devoid of any ability to tell how annoyed or happy or depressed we are. And that’s a problem,” says Rana. We’re further away from excluding humans completely than we realise. We may be biased, but workflows should be considered a happy medium while we wait for those robot agents with emotional intelligence to take over.

Until then,  they will connect a human agent and a human consumer quickly and proactively by considering the technical context of how and why they got there. It’s this symbiosis that works, for now. “There’s going to be a learning curve with automated customer service, and everyone will get on the bandwagon in their own good time. Don’t force it, and introduce any big changes slowly. Your customers will thank you for the “toe dip” approach rather than being pushed into the deep end,” preaches Salesforce.

Workflows are a toe dip we can definitely live with.

Via: Salesforce Blog, Marketing Land, Hubspot, Hawke Media, Technopedia, The British Library. 

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.

How to not lose sales opportunities

Freespee’s latest release is changing the way marketing and sales teams drive business.

Over the past 7 years, the Freespee platform has evolved from an API product, designed for developers, to a full platform, targeted at sales and marketing.

Through these years, feedback from customers has helped to strengthen our conviction that what we’re building will be useful to both our customers and their customers.

The latest updates to the Freespee platform are something we’re super excited about. The new features ‘Segments’ and ‘Recipes’ came about after requests raised by customers and today we’re excited to introduce them to the big wide world.

Marketing and sales teams have shared their frustrations with us. And their concerns revolve mainly around the lack of control they have to influence or amend the customer’s journey through their call.

‘Segments’ and ‘Recipes’ are designed to help marketing and sales teams create targeted strategies that can quickly respond to changing user behaviour that also provide a more personal experience to callers.
Marketing and sales teams can now use all the valuable data Freespee provides on visitors and campaign activity and create segments or groups of these visitors based on common criteria, to create more focused strategies and decide a more efficient way of managing calls.
By creating customised workflows you can prioritise high value callers over others to improve sales results, tweak marketing campaigns or improve the CX provided to clients.

Over the next few weeks we’ll take you through potential strategies to keep in mind when using Segments and Recipes but for now, here’s some more info about the features themselves.

So, what are Segments and Recipes?

Segments work in the same way as your marketing automation or EMS solution: it gives you and your team the ability to automatically separate website visitors into segments or groups, depending on data points that are unique to them. These digital attributes can include:

  • geolocation
  • product searched
  • device used, etc…

The Recipes feature is an automated workflow tool. These workflows can apply to each segment, so you can personalise or prioritise calls, or implement targeted strategies to increase lead acquisition rates, while improving the CX for your calling visitors.

We’ve made it simple to set up campaigns using Segments & Recipes so that you can respond quickly to the real-time data you receive through the Freespee dashboard.

Create a segment. A simple process with 3 steps:

1. Select the initial ‘Criterion’ for segmentation from the drop down list. You can make the segment more granular by adding additional criterion after that.

2. Define the comparator (is, is not, contains, matches regex). So for example, if you want to segment audience from a specific page you define the segment as:

‘Where URL (criterion) IS (comparator) … the exact website URL

But if, for example, you want to segment visitors calling from the ‘basket’ page then you can choose to create the segment like this:

‘Where URL (criterion) CONTAINS (comparator) … basket

The ‘matches regex’ comparator allows you to make more complex searches, which can be useful when your criteria includes multiple possibilities.
For example, if you want to route callers based on geolocation and the requirement is to map specific postal codes to a region, ‘matches regex’ would be the most efficient way. See the example below:

3. Finally, specify the criterion  – i.e. if you chose Geolocation/Post code introduce the real postcode here.

Personalise that segment’s calling experience with workflows
Workflows predetermine where and how a call will be distributed. They are the real driver to help sales and marketing teams to improve sales results or improve customer’s experience of your brand. Workflows can remove the need for IVR too, as calls are distributed without the need for an IVR system (calls are routed based on the long list of criteria shown above), nor will they come through to the wrong location or department.

When creating the workflow define:

  • Where to route the call: to a specific number, to a specific queue in your contact centre or to a department/group of people (team).
  • Define the distribution method (if the calls are routed to multiple people) Calls can be broadcasted to everybody at the same time or cascaded from one person to the next, in a predefined order. This helps reduce missed-call rates.

Over the next few weeks we’ll be guiding you through some of the possible strategies you can implement using Segments & Recipes.
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.