Egg launched in April 2005 an initiative targeting a segment of its customers who were at risk of losing control of their debt. New management of the collections area within Egg formulated a change in strategy from being a Collections Team to becoming a Borrowing Management Unit. The goal of the new department was to help customers that were either in or approaching financial difficulty, gain control of their money through conversations that led to improved understanding and informed decisions.

Following a call to the contact center, customers are asked to quantify their experience of the call and their attitudes to both Egg and their financial situation. The surveys and the e-mail invitations arrive in context, pre-filled with information relevant to the call the agent, date and time of the call and the subject discussed so that customers feel cared for.