The Royal Society for the Prevention of Cruelty to Animals (RSPCA) – a registered charity in England and Wales – has been looking out for animals since 1824. Its vision is to work for a world in which all humans respect and live in harmony with all other members of the animal kingdom.

Today the Society works to improve the welfare of pet animals and of wild animals, and aims to improve the lives and reduce the suffering of both farm animals and animals used in research. With the help of its staff and generous supporters, the RSPCA takes steps to achieve its mission to prevent cruelty, promote kindness to and alleviate suffering of all animals.

The Challenge

The RSPCA values its supporters, members and users of its services and aspires to consistency across the organization to ensure that everyone who contacts the RSPCA receives a high quality service. They sought to provide an improved support journey by enabling online self-service advice to reduce call waiting times and free up controllers in their 24-hour national control center to focus on emergency calls made to the helpline. They were also looking for a better way to support controllers handling calls to the control center.

To learn more about how the RSPCA creates consistency across contact channels, download the full RSPCA Customer Success Story.


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