Case Study: Virgin Money achieves top‑quartile cost‑per‑call efficiency and optimized marketing spend with ResponseTap

How Virgin Money Discovered What Makes the Phone Ring

Virgin Money, a customer-focused financial services brand, needed to extend its high-quality service to phone-based mortgage sales. The key challenge was to answer a difficult question: what actually makes the phone ring, and which channels and campaigns drive high-value (“hot”) calls so marketing spend could be optimized?

ResponseTap deployed dynamic numbers across online mortgage pages, affiliates, emails and ads, and integrated call intelligence with Google Analytics and other platforms. This delivered real-time, channel- and keyword-level insight, cutting cost-per-call to top-quartile efficiency, enabling tailored call handling, continual campaign optimization, and better contact-centre resourcing.

Virgin Money

Anna Robinson

Digital Campaign Manager