Beyond the framework – how Woodland Road surgery found a telephony partner, not just a product.

The challenge: when choice doesn’t make deciding easier

Woodland Road serves over 6,000 patients across Birmingham and Solihull, handling an average of 1,000-1,500 calls per week, with peak demand on Monday mornings.

When it was time to upgrade their telephone system, Managing Partner Rachael Mellor knew it was an important decision for the practice. With call volumes increasing year on year, the surgery team needed more resilience, better reporting, and greater flexibility.

Turning to the NHS England Better Purchasing Framework for cloud telephony, Rachael shortlisted three providers. On paper, they all promised similar things. But this decision was never just about features. It was about trust.

It is critical to me that we work with companies that value us, understand general practice, and want to support us as a surgery.

Rachael wasn’t looking for another supplier. She was looking for a partner who would truly understand the daily realities of general practice.

The solution: being heard made the decision clear

From the very first conversation, Rachael felt babblevoice was different. Antoine’s approach was consultative and refreshingly low-pressure. He focused on listening and understanding how Woodland Road surgery worked – not just what system they were replacing.

The migration was carefully planned around clinical priorities. With two engineers on site, clear communication throughout the day, and all preparation completed in advance - the installation was completed within two working days.

All 19 members of staff received tailored training, with additional one-to-one support for those less confident with new technology.

Antoine took time to ask about Woodland Road and seemed to take on board that we are a little bit different to other surgeries in our approach. It felt like babblevoice understood what we needed.

Rather than feeling disruptive, the transition felt calm and controlled – reassuring the entire team that the right decision had been made.

The results: confidence that lasts beyond go-live

Measurable improvements in patient access

Within the first three months:

• Average peak wait times reduced by 25-30%
• Call abandonment fell from around 20% to under 12%
• The practice now answers approx. 150-200 more calls per month compared to the previous system

With clearer visibility of demand patterns through real-time reporting, Rachael and her team can now proactively adjust staffing during peak periods.

Control across the practice

One of the biggest positives for Rachael has been the level of control the team now has.

The practice now manages over 90% of system changes internally, from adjusting call flows to updating messages – saving an estimated 5-7 hours of administrative time per month and reducing reliance on external support.

This flexibility allows the surgery to respond quickly to patient and operational needs, especially during seasonal pressure.

We love the amount of control we now have as a practice.

Technology staff feel comfortable using

The system has proven intuitive and easy to use.

In an internal check-in one month after go-live:

• 95% of staff said they felt confident using the system
• Reception team members reported noticeably reduced stress during peak call times
• New starters are now fully comfortable with the telephone system within their first week

Even for those who find technology more challenging, the personalised on-site support has ensured confidence from day one.

A telephony partner the practice can rely on

Ongoing support has been a standout.

Helpdesk queries are typically acknowledged within minutes and resolved the same day, with follow-up to ensure satisfaction before closure.

The combination of an intuitive system, real control and excellent support has made a measurable difference to both staff experience and patient care.

Knowing the helpdesk follows up with us to make sure we are happy before closing an enquiry makes us feel truly supported.

Impact at a glance

• 25-30% reduction in peak wait times
• Call abandonment reduced by nearly half
• 150-200 additional calls answered per month
• 90% of system changes managed in-house
• Zero downtime during migration
• 95% staff confidence within first month