The Royal Society for the Prevention of Cruelty to Animals receives reports of around 150,000 cases of animal cruelty each year. Most reports are made by phone, routed through their National Contact Centre in Doncaster.

“30% increase in positive call redirection”

The RSPCA knew they had a problem with their call experience and wanted to cut costs by diverting traffic online, while communicating fund raising messaging to callers in-queue. The creative process examined the brand and organisational personality of the RSPCA and derived from that an Audio Style Guide detailing voice persona, accent and style, from which the selection of a voice artist resulted as a rational, objective choice that was quite different from initial perceptions. “Premier gave us a variety of different voice artists and music to choose from. Through working with Premier, they improved our production by suggesting a regional accent and music that would best suit the RSPCA as a forward thinking organisation.” An Audio Style Guide enables organisations to benefit from strong and consistent Audio Branding, ensuring the contact centre call experience is consistent with all other brand touch points.


“The consistency and single voice approach has been superb.” The RSPCA’s current messaging and music has achieved positive redirection of a massive 30% of all call traffic to the RSPCA website and to other organisations where more appropriate, saving the RSPCA considerable contact centre time and cost. “It’s fantastic that callers hear the message, take it onboard and are redirected successfully”.