Title	CALLTAG
Product/Service	CALLER ID APP
Category	A01. Innovation
PR Agency	PRIME Stockholm, SWEDEN
Entrant Company	PRIME Stockholm, SWEDEN

Name	Position
Tom Beckman/Prime/Head Of Production
Carl Adam Frisk/Prime/Lead Producer
Olle Thunberg/Prime/Lead Digital/Ux Designer
Alex Johansson/Prime/Art Director
Martin Gudmundson/Frostware/Lead Developer

The Brief

People don’t answer phones anymore. Especially the smartphone natives. Among the reasons why are changed communication behavior, hidden numbers and sales calls. Voicemail struggles even more. In fact, most people check their voicemail just to rid of the notification. Not getting hold of people is of course a problem when reaching out to friends and family, but maybe even more problematic for companies and organizations whose responsibility it is to reach and inform customers and citizens. For instance, The Swedish Social Insurance Agency is facing a challenge when an administrator calls to update clients on their cases: the response rate is low. Most likely because it doesn't appear who’s calling - and when the client returns the call the administrator might not be able to pick up. The results are delayed processes, extra work, but above all frustration and dissatisfaction among citizens. Therefore, we have developed Calltag: a new app that lets you know what you will talk about – before you pick up the phone. Because with Calltag you can tag your call with information on who is calling and why. Calltag is currently in beta, available for anyone to try out and feedback in App Store and Google Play.

Calltag is a completely new innovation. Even though there are other caller-ID services, like Truecaller, they are designed to assist the receiver; Calltag is designed to help the caller. How it works: Calltag sends a text message to the person you are about to call before the call is placed. You simply select a number of calltags that explain what you are calling about. The calltags are then collected in an SMS and sent while the app counts down to place the call. Calltag is particularly useful if you are calling from an unknown/hidden number and want to avoid being screened. The starting point of the UX design was to make the user journey much simpler than typing a message everytime you make a call. Therefore we cut it down to three simple steps: 1) choose receiver, 2) tag call with pre-typed call tags (managed in the on-boarding steps for first time users), 3) send calltags. Then the call will be automatically placed. Hence, the user shouldn’t have to bother with voicemail or texting if someone doesn’t answer your call – all information about the missed call is already in their message inbox. The beta version of Calltag is free and currently available for iOS and Android via the app stores. In its current beta phase the service is created directly for consumers, in order to track user behavior, bugs and feedback from users. In the next stage the Calltag interface will be cloned into a web widget, which can be customized based on any company’s or organization’s needs, and can be integrated with existing IT-solutions for customer service, sales or internal communication. Simply put, an aid for the customer service department, the sales department or internal functions to minimize delayed processes and extra work. And not the least, to improve customer satisfaction.

Calltag is a currently a joint venture between the agency and some own its clients that are all facing the same need when phone behavior is changing. Hence, the project has so far been co-financed start-up-style with dialogue and backing from multiple clients. Ultimately the objective is for Calltag to be a fully financed service - partly though monthly license fees, and partly through customized production for client’s specific IT systems. Anecdote: Even before we made the app available in the app stores we conducted a live demo of the alpha version on stage at Sweden’s biggest web conference (Webbdagarna).