Sytel Delivers Improved Efficiency For Nielsen

Industry: Market Research
Nielsen chose Sytel's dialer knowing it would maximize productivity whilst maintaining compliance with US legislation.

About Nielsen

Nielsen has developed a global reputation by being the most accurate source of information for TV ratings and consequently the advertising revenue associated with watching habits in the US. Nielsen is the source of information for the multi-billion dollar TV advertising industry in the US. It has developed this reputation as a result of its rigor and consistency when compiling TV viewing figures.

Nielsen measures and monitors what consumers watch, both programming and advertising, and what consumers buy based on categories, brands and products on both a global and local basis. The company has a presence in approximately 100 countries spread across Africa, Asia, Australia, Europe, Middle East, North America, South America and Russia.

Two Nielsen sites with in excess of 500 agents located in Tampa and Texas were the subject sites for this case study. At these sites the main activities are; contacting respondents to remind them to send back their diaries in which they have logged their TV viewing details and also contacting potential new respondents and recruiting them to become TV viewing diarists.

nielsen logo


As an organisation with a tremendous reputation to protect Nielsen must ensure that any changes it makes to its processes have no unintended side-effects to its information gathering. This implies that whilst always looking for additional competitive advantage it must be careful to protect its existing product and reputation.

Nielsen had been using a dialer that was approaching end of support and were therefore very keen to upgrade to a system that would replace this whilst still integrating with their Dimensions CATI software. Added to this was the need to ensure that 24/7 support was available along with a failover solution that would automatically take effect in the event of a system failure. Moving to a new dialer also raised expectations for performance improvements.

Nielsen chose Sytel’s dialer – the world’s most efficient predictive dialer, knowing this would maximize productivity whilst maintaining compliance with US legislation.


Sytel’s Softdial Contact Center (SCC®) is able to integrate with the existing Nielsen structure; PSTN connections, PBX, SIP and ISDN. The Sytel implementation is modular with the components capable of being monitored individually. Compared to Nielsen’s previous system, which utilized a mixture of hardware and communication protocols, the new Sytel installation used SIP with standard codecs and consequently the call quality was greatly improved.

Additionally, the communication between Nielsen and Sytel’s implementation teams meant that any changes and issues were dealt with in a fluid way.


This improved call quality was immediately noticed by the Nielsen contact center agents and call recordings were much easier for supervisors to listen to and therefore provide more effective feedback and appropriate training for agents. The ratio of connected calls to completed interviews also increased.

Nielsen found the Sytel system delivered:

  • Projects completed in less time
  • Up to 30% reduction in agent wait times
  • Excellent Answer Machine Detection with false positives as low as 2%
  • Compliance; meeting Nielsen’s stringent limit of abandon rate being less than 1.5%

Nielsen’s Technical and Project Management teams expressed positive reviews. The modular approach immediately lends itself to easier maintenance with the ability to scale quickly. Sytel’s custom reporting tool provided information required by Nielsen’s Analytics Team.

“The introduction of the Sytel dialer in two of our sites has opened our eyes to the efficiencies that can be achieved. However, not only is there quantifiable evidence of improvements but the general atmosphere has lifted because agents are no longer struggling with poor quality calls with respondents which can be mentally wearing”, commented Steve Houghton, Director at Nielsen.

What We Offer

Sytel Limited develops and supplies Softdial Contact Center® (SCC), offering multimedia, multichannel, fully blended cloud contact center solutions, for quick and easy deployment by partners offering CCaaS or enterprise users. All Sytel cloud components are secure, resilient and scale seamlessly from 10 agents to 10,000+, whether local, mobile or remote.

  • Flexible Contact Center Platform

    Softdial Contact Center™ – tightly integrated modules, designed to deliver at scale

  • Blended Media Desktop

    Fully customisable, multi-channel, multi-session workspace

  • Work Anywhere

    Browser-based tools, no software installation required

  • Cloud Or On-Premise, Multi-Tenant

    Scalable, resilient, secure, proven

  • Customise, Localise, White Label

    Design all user interfaces to individual requirements

  • Integration Via APIs

    ‘Swap out’ components and integrate with 3rd party apps

  • World Class Development

    Continuous evolution pushing technical boundaries


Softdial Contact Center™ (SCC) is designed to be flexible, extensible and scalable, integrating with any legacy equipment, and meeting the most complex of requirements.

  • All Media Types

    Voice, chat, email, social, etc – fully integrated and blended

  • Agent Multi-Tasking

    Work with multiple live contact sessions of any media type

  • Dynamic Media Blending

    Automated, ‘best available’ decisions to blend and balance work load across all media types

  • Predictive Dialing

    Best-of-breed performance under compliance

  • Intelligent Routing

    Smart rules and ‘best-available’ decisions to drive great customer service

  • Agent Scripts

    Help agents achieve and maintain excellence

  • Voice and Screen Recording

    See and hear exactly how agents are interacting

  • Analytics and Data Feeds

    Measure and evaluate performance at every level

  • IVR, Bots & Conversational AI

    Design effective automated flows or integrate with 3rd party providers

  • Customer Journey Tracking

    Stored customer contact history, to aid routing and add context to conversations


A complete suite of tools, with unique flexibility to extend and swap out modules to deliver a tailored contact center solution for any environment

  • Softdial One™

    Highly flexible unified web UI for agents, supervisors and administrators

  • Softdial Scripter™

    Create complex process flow scripts for agents, IVR, chatbots and other applications

  • Sytel AI Dialer™

    Best-of-breed predictive dialing under any compliance rules

  • Softdial Pathfinder™

    Precise routing rules for ‘best available’ connection

  • Softdial Media Server™

    Core telephony functions to manage all inbound/ outbound SIP calls

  • Softdial Reporter™ 5

    Fully customisable performance stats, charts and reports, across all channels

  • Softdial Publisher™

    Comprehensive data output to build your own reports

  • Softdial Recording Monitor™

    Audio and screen recording of agent activity to ensure the highest standards

  • Softdial Campaign Manager™

    Comprehensive configuration and control for outbound campaigns

  • Softdial Repository™

    Central storage and configuration of common resources

  • Sytel Global Compliance™

    Flexible ‘no contact’ rules to protect contact center and consumer


Performance and efficiency for a wide range of business applications

  • Customer Service

    Connect quickly to well equipped agents

  • Sales & Telemarketing

    Maximise agent productivity with best-of-breed predictive dialing

  • Healthcare

    Secure, highly-configurable multichannel communications for excellence in patient care

  • Market Research

    Best-of-breed predictive dialing with CATI integration

  • Collections

    Automated inbound/ outbound blending integrated with any debt management app