Perhaps what would help is that I'll take this opportunity to tell you about a project that we worked on this year with the Privy Council Office's innovation hub and the Treasury Board Secretariat, as well as OCAD University in Toronto. It was to work on what we called the family class design challenge. For us, the family class design challenge was an opportunity to document the service experience for the first time from a client perspective and to then identify new and innovative approaches to changing the way we address client concerns.
One of the things that was really significant for us that came out of that study was that clients were really unhappy with our call centre. They found that the language we used wasn't helpful and, for those 50% of clients who were contacting us to get case status information, we weren't giving it to them. We were redirecting them to our website.
Based on this insight that we received from clients during the design challenge process, we've actually changed things very significantly at the call centre since the middle of August of this year. In August 2016, we started piloting new work at the call centre, where, for family class clients only—because we really wanted to track results and see if this meant something to clients—we changed a few things. We changed the language we used. We started using more welcoming language. We started actually going into client files for those clients who were looking for case status information in order to deliver to them the assurance they were looking for.
This, of course, has had an impact on business. It's taking us a little longer to deal with those calls, about 16% longer, but one of the other pieces we've actually seen is a significant 30% decrease in same day repeat calls at our call centre. That, to us, indicates that things are working well. We've also received positive feedback from clients who are telling us that they feel more assured, and that they don't feel the need to call back multiple times. We've never seen results like that before.