Camelot Group Awards Case Study 2012: Focus on what matters to the customer

Focus on what matters to the customer

Click to see the full Case Study.

Learn why 140 metrics were cut to 11 in partnership with a government regulator, and how a next-generation contact centre is taking shape at Camelot.

The Operations Planning and Control Team at Camelot played a vital role in renegotiating performance standards with its government regulator, through a combination of high- level strategic influencing and rigorous new MI. Just 11 KPIs - focused on quality, accuracy and customer satisfaction - replaced over 140 speed-based measures. The whole change programme included both a cultural transformation and a radical refresh of contact centre technology to support the new measures. Customer satisfaction is up 21% and operating costs down 40%, with the technology changes delivering a further £250k benefit per year – all changes which will help Camelot to maximise returns for the National Lottery Good Causes.


  • Customer satisfaction is up 21%
  • Operating costs cut 40%
  • Technology will deliver a further £250k per year
  • Propensity on retail calls dropped 134% to 68%
  • Phone contact relating to online queries dropped from 6.7% to 3.5%
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