About O2 Business

O2 Business, formerly Daisy Communications, runs a sales-driven contact centre where script adherence matters on every contact. CallMiner's partnership started with Daisy Communications and carried through the restructure and rebrand to O2 Business, tackling one persistent problem: verifying script adherence at scale.

Before CallMiner, a small team of analysts manually scored a fraction of calls each cycle. Now O2 Business scores thousands of calls a month against every required script element. The payoff went beyond sales effectiveness - Customer Services' quality scores climbed from 89.7% to 92.7% year over year, and calls flagged for prolonged silence dropped from 615 in March to 127 in May. That's a 79% cut in three months.

The Challenge

Five people, two calls per agent a month

QA Manager Jaki Swain ran a team of several analysts, each scoring roughly two random interactions per agent a month. That left fewer than 100 calls reviewed across the whole organisation per cycle. Leadership wanted real visibility and a working feedback loop for agents - but there weren't enough ears on enough calls to spot patterns, let alone act on them.

The first step toward automation got scoring off spreadsheets and into a proper system. It helped, but it didn't move the needle on volume. When Daisy Communications merged with O2 Business, the team started looking for something that could scale. CallMiner won out because it kept the scoring approach they already trusted - just at a volume manual review could never touch.

Compliance risk nobody could measure

With only a handful of calls reviewed each month, O2 Business had almost no way to confirm agents were consistently capturing emergency contact details, delivering contract summaries correctly, or reading the required marketing statement in full. Script deviations slipped through unnoticed - and each one carried the risk of a disputed or cancelled contract.

As Jaki put it: "Previously, you could spend hours, if not days, trying to work out a problem statement."

The Results

Thousands of calls scored monthly - every metric moving up

CallMiner let the team tie quality measurement directly to the sales script itself. They built a scorecard that checks thousands of calls a month against each required script element, in order, turning monthly review meetings from guesswork into data.

That volume changed how analysts spend their time. Instead of listening to calls start to finish, they now focus on the exceptions the scorecard flags - and give agents feedback where it actually counts.

"Now you've got hundreds, even thousands of calls that showcase that information," Jaki said.

The data also surfaced problems nobody could see before. Some calls sat in silence for over 20 minutes. The cause: agents handing customers off to a department number, queuing them, then dropping off the line instead of staying connected. Once the pattern showed up in the data, the team coached against it directly.

In May, billing check scores hit 96.4% - 1.4 points above target - and Customer Services posted its best quality score since the CallMiner rollout began: 92.7% across 8,728 assessed calls.

The gains held across the board year over year:

• Customer Services quality: 89.7% → 92.7%
• Operational Delivery: 72.6% → 89.1%
• Empathy: 53.4% → 84.7%

Silence tells the same story. Calls flagged for prolonged silence (five-plus minutes) fell from 615 in March to 127 in May - a 79% drop in three months. First Line Incident Management, the biggest source of silence issues, fell 83.2%, from 466 flagged calls down to 65.

That track record is now the case for rolling the sales effectiveness scorecard out across the newly combined organisation's quality function. The team's next focus: moving beyond script compliance toward a more personalised customer journey built on trust and empathy - backed by monthly empathy workshops already running, with CallMiner's AI-powered contact centre and customer outreach tools next in line.

As Jaki put it: "CallMiner has been transformative for the organisation. It has significantly enhanced our ability to gain meaningful insights from customer interactions and, more importantly, has fundamentally improved how managers and agents engage with quality, coaching and call-handling performance."