Half your contacts aren’t customers wanting something.
They’re customers chasing you because something went wrong. The order didn’t arrive. The bill was wrong. They’ve explained it to three people already.
No card. No commitment. Reads your helpdesk, gives you a ranked list.
Demand you exist to serve
“I’d like to upgrade my plan.”
“Which of these is right for me?”
Value demand. You want more of this.
Demand you created
“I’ve already explained this to two people.”
“It says delivered but nothing’s arrived.”
Failure demand. Nobody counts it.
It never gets fixed. It gets staffed.
Every contact centre knows the second group exists. Almost none of them measure it — because nothing in a CCaaS platform is built to. Contact reasons get logged as dispositions, dispositions get rolled up into categories, and the categories are too coarse to act on.
So avoidable volume is treated as normal volume. It goes into the forecast. It gets resourced. And next year it gets resourced again, slightly larger.
Meanwhile the thing that actually caused it — a broken checkout, a confusing letter, a carrier that keeps marking parcels delivered when they aren’t — sits in a department that never sees the phone bill.
The failure almost never happens in the contact centre. It just arrives there.
Which is the useful part. Every support leader already believes this. Very few can prove it. A priced, ranked ledger of causes — with an owning department against each one — is the evidence that has been missing.
Find the demand you shouldn’t have. Route the demand you should.
Both sit alongside the platform you already run. Neither replaces anything. Neither acts on its own.
Find and price your failure demand
Connects to your helpdesk, reads why customers are actually contacting you, clusters the reasons into named recurring defects, and prices each one in euros. You get a ranked Defect Ledger — worst first.
Zendesk first. Self-serve. Free tier, no card. →
02 — AURA RouteAdvisory routing that learns nightly
Scores every inbound contact against your own historical first-contact-resolution data and recommends the destination most likely to resolve it. Your routing platform decides whether to take the advice.
Genesys, Avaya, NICE, Talkdesk, Amazon Connect. Design partners now. →
Useful whether or not you ever buy anything
We’d rather be the reference the industry uses than the vendor that gates it.
The Failure Demand Taxonomy →
A browsable, open reference of recurring contact centre defects — what each one is, what it sounds like, and which department usually owns it. Free to use with attribution.
Cost Calculator →
Four numbers you already know, and an estimate of what avoidable contacts cost you a year. Runs entirely in your browser — nothing is sent anywhere.
Answers →
Straight answers to the questions people actually ask about failure demand, first contact resolution and routing. No gates, no forms.
Advisory only. Always.
AURA never takes an action on your contact centre. It produces a recommendation with a confidence score and a stated reason, and hands it to the platform you already run. That platform — and the people who configure it — decide whether to act.
This is a deliberate constraint, not a missing feature. In a market busy promising autonomous AI, the question your risk and compliance teams will ask is what happens when it’s wrong. The answer here is: your existing routing rules happen, exactly as they do today.
It also means there is no migration, no rip-and-replace, and no way for AURA to break your contact centre at three in the morning.
- Deployment
- Sits alongside your existing platform. No replacement, no migration project.
- Decision rights
- AURA recommends. Your platform executes or ignores. Every recommendation is logged with its reasoning.
- No SI channel
- We have no professional services arm and no systems integrator partners. Nothing in our revenue model rewards making your implementation complicated.
- Data
- EU company, EU hosting. Aggregate benchmark use is opt-in and separable — off unless you switch it on.
- Built by
- Wyn Owen — around 30 years in Genesys and CCaaS across northern Europe, in support, testing, integration and architecture. Built in Europe.