Call Flow Optimization in Automated Outbound Messages

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Call flow optimization refers to refining automated outbound calls to create efficient customer experiences. Businesses using outbound calls in their communication strategy need to continuously optimize and improve voice messages to reduce customer frustration and improve call containment rates and customer satisfaction.

One example of a call flow problem is the high rate at which calls are transferred to a live agent when the purpose for the call was to self-serve. Considering the significant cost difference between a live agent and an automated outbound call, companies want to keep their calls best served by automation and self-service.

Finding the balance between getting good data, optimizing the system, rolling out changes, and analyzing the results will benefit in the long-term.

Call flow optimization is a win-win across the board. To achieve the best results, use analytics custom-built for outbound calls, like VoiceSage’s Interactive Voice Messaging solution, to optimize your customer’s call experience.

What Is a Call Flow?

A call flow is a road map to how inbound or outbound calls will be handled for their entire duration. The call flow is typically made of audio files and menu options that make up the caller’s journey and experience. An automated voice messaging will have a call flow designed to route the customer down a particular path to fulfill an action.

VoiceSage provides proactive outbound calling solutions for financial services, retailers, banks, and local authorities. Our clients are using our Interactive Voice Messaging (IVM) channel to remind people of their balances, payments, order delivery and account information.

Relevant: Self-Serve Solutions for Financial Services

Moreover, we can design call flows for customers to make a payment, select a payment plan or request to speak to an agent. To make the journey more efficient and engaging, several elements can be added to the call flow:

  • Speech features
  • Touchtone key elements
  • Voicemail options

Potential Issues with Call Flows

There are so many mistakes that can be avoided to create the best call experience for both customers and agents.

In some cases, the script is too long, there are too many verification questions, people are routed to the wrong department, and long waiting times make the customers hang up without a resolution to their problems.

Ideally, an outbound voice message needs to be clear and concise so that the customer can self-serve or reach the right department without extended hold times. When waiting times are excessive, or the options are confusing, callers usually hang up without a resolution. As a result, the brand’s reputation is damaged, and customers have a poor customer experience.

Important Metrics

Tracking the efficiency of your call flow requires detailed attention on each step of the call. The most important metrics to optimize are:

  • The task completion rate

This second metric is indicative of the user’s experience during the call. If your customers’ problems or inquiries have been resolved without hanging up or requiring speaking to an agent for further support, then your mission is complete. Aim to look at the number of tasks that have been completed during a call and see if you can shorten these per interaction. For example, entering login information or asking too many ID verification questions bores customers and are quickly bypassed.

  • The transfer rate

An outbound call’s ability to route callers to the right department to complete the required processes efficiently determine your system’s success. If your voice solution is bouncing callers to various departments during the problem, then you have a transfer issue that you need to pay attention to immediately.

  • Average handle time

Successful handle times are achieved with call flow optimization. Because most customers don’t want to be tied with an automated calling system for half-hour. Customer service and contact centre managers need to be mindful of how long each customer stays on the call. As a rule of thumb, most interactions shouldn’t take more than five minutes unless there is direct interaction with a rep to resolve pressing issues.

The Ideal Call Flow

Simple transactions should be sweet and short. And things like bookings and reservations and bill payments should take a few minutes on average. If your processes take longer than that, then it’s time to look at a call flow optimization plan.

The ideal call flow is a win-win for the caller and the recipient. So, what does that look like? There are many factors to consider when designing the perfect call flow. You need to understand your customers well. For instance, companies who want to create the ideal call flow for their outbound calls need to simplify the call journey. When the map is clear and concise, the caller will have an easier time getting where they need to.

So, focus on the most essential steps in a particular journey. For example, if the customer needs to make an overdue payment, the call flow should include an ID verification, a payment request, the option to make a payment, or to speak to an agent.

Have a look at the graphic below. It’s an example of a successful script for outbound call to collect debt.

call flow optimization voicesage diagram

Relevant: Smarter Mobile Payment Solution

Here are a few questions to ask yourself before designing a script:

  1. Who is my customer?
  2. What is the best time of day and day of the week to call?
  3. How long should the call be?
  4. What channel does my customer prefer to be reached on?
  5. Does it require security verification?
  6. What is the purpose of the call?
  7. Can I send a customer satisfaction survey after the call?

Call Flow Optimization Benefits

Automated voice services can benefit a business by reducing costs, improving data insights, integrating better with other systems, and reducing operational overheads. Also, customers can get their problems fixed fast and efficiently.

Voice automated systems have improved with a more ‘human-like’ experience, the ability to self-service at the customers’ convenience, and overcoming privacy concerns by not providing personal or account details to human call centre operators.

Although an automated voice service can deliver benefits to both the business and the customer, voice is an inherently more human interaction than engaging with a website. Therefore, we summed up a list of use cases for automated calling services:

  • Collections
  • Patient Check-Up
  • Appointment Confirmation
  • Parental Notifications
  • Surveys Reminder Calls
  • Community Announcements
  • Emergency Notifications


In conclusion, you can fix any voice system issues with a call flow optimization process. Small changes to a script can bring positive interactions, recover debts, or improve customer satisfaction.

Our customer engagement team works closely with our clients to make to create the best proactive customer interactions. Are you interested in our solution? Book a demo today.

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Published on: 2nd February 2021

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