Partner Article

Shelter partners with ResponseTap for deeper caller insights

Housing and homelessness charity, Shelter, has announced it is working with ResponseTap, a leading provider of call tracking solutions in the UK and the US, to deliver deeper insights about its national housing helpline, including which campaigns and web content are generating the most calls.

Using ResponseTap’s call tracking service, Shelter is developing a deeper understanding of its customer journey, including where callers had come from and what information they were looking for.

The charity is now able to link calls to its helpline directly back to specific campaigns and content on its website. This provides Shelter with valuable insights about its customer journey and the type of content driving the most caller traffic. The team at Shelter were able to use these insights to inform how the helpline could be marketed to maximum effect - particularly to those most at risk of facing bad housing or homelessness.

Alastair Ball, Search Marketing Manager at Shelter, said: “The helpline has already helped many millions of people, but the aim was really to take it to the next level. In order for us to do that, we knew we needed even more comprehensive data about the types of calls we were receiving and why people were contacting the helpline. This would not only enable us to continue to improve the services we provide, but also more effectively reach those people in need of vital help. We were acutely aware that those with the greatest need for housing advice were often the ones with the least access.”

Shelter’s free national helpline is open all year round to offer expert housing advice to anyone struggling with issues related to housing and homelessness - no matter what their situation. On average, more than 3,000 unique callers (3,321) contact the helpline each week and even more in January, which is the charity’s busiest month of the year.

Alastair Ball, continued: “More than a third of the calls we receive are now coming through ResponseTap’s numbers, allocated to different pieces of advice on the Shelter website. This gives us much deeper insights into the needs of our clients and how we can help them in the best possible way.”

Jonathan Moran, Global Demand Marketing Manager at ResponseTap, said: “With people getting more tech-savvy by the day, it is vital to integrate all businesses’ touchpoints, both offline and online. Our technology connects and streamlines these touchpoints, helping organisations like Shelter to better understand where their callers are coming from and what sort of help they need - even before they connect the call. Just one call to the Shelter helpline can be the difference between somebody losing their home and keeping it, and we’re really proud to have played a part in making this journey as pain-free as possible.”

The partnership follows a successful trial in January 2016. Shelter had previously worked with ResponseTap in 2014, helping it better understand page conversions and drive down cost per acquisition.

This was posted in Bdaily's Members' News section by News .