Case Study: Quitline Victoria boosts client re-engagement with MaxContact AI Voice Agent

Quitline Victoria Boosts Engagement with AI Outreach

Quitline Victoria partnered with MaxContact to improve engagement with smokers who had lapsed from its quit-smoking program. The challenge was to increase survey completion and re-engage more clients through a phone-based service, while making the outreach feel helpful rather than like spam. MaxContact’s AI voice agent, “Matilda,” was used as part of the outreach effort.

MaxContact implemented a tried-and-tested SMS-plus-call workflow, where clients received a message explaining they would be contacted by Quitline’s digital helper before receiving an AI-led call. This helped reassure recipients and improve response rates, while ongoing weekly reviews allowed both teams to refine the approach. The results included a 62% answer rate, an 18.5% call completion rate, and a 10% re-engagement rate with counsellors, showing clear measurable impact from MaxContact’s AI-driven solution.

Quitline

Lindsay Whelan

Manager