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How Wit Digital is Saving $4,000 per Month With Conversation Intelligence
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Professional Service
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Fraud Detection
Services
- Data Science Services
The Challenge
Wit Digital was driving a high volume of inbound phone calls through its marketing campaigns, but it struggled to qualify those leads efficiently and accurately. The company’s cost per lead was sitting well above the industry average. At the time, Ryan and his team were recording calls with CallRail’s Call Tracking and then sending the recordings overseas where a third-party vendor would manually listen to the calls and categorize them. The arrangement with the overseas vendor took a long time to ramp up. Ryan and his team spent a lot of time teaching them how to categorize calls accurately. Even once processes were in place, Ryan had to do a lot of handholding. Unfortunately, the relationship deteriorated and service levels dropped off over time. To make matters even worse, the overseas vendor was expensive, with Wit Digital spending $2,500 to $4,000 per month. Ryan could have justified the cost if the overseas team was categorizing calls with near 100% accuracy. But instead, the team was stuck at 65 to 75%, partly due to language barriers.
About The Customer
Wit Digital is a results-obsessed digital marketing agency that provides “whatever it takes” services to its clients. Specializing in home service businesses, it provides organic search, paid search, web development, and social media marketing services to help them grow. The company is based in the USA and operates in the professional service industry. The company is driven by a high volume of inbound phone calls through its marketing campaigns and has been struggling to qualify those leads efficiently and accurately. The company's cost per lead was sitting well above the industry average, making it a high priority for Ryan Cook, Director of Client Strategy, Wit Digital to resolve this issue.
The Solution
Wit Digital decided to power up Call Tracking with Conversation Intelligence. When Ryan ran a small test with CallRail’s Conversation Intelligence, he found it performed better than the overseas vendor right out of the gate. Based on that success, Ryan abandoned the RFP process and started working with his rep to power up Call Tracking with Conversation Intelligence for Wit Digital and its client accounts. He also hired a temporary contractor to set up phrases and keywords to achieve an even greater level of accuracy. Ryan and his team are also getting good results with the filter options available in Conversation Intelligence. For example, if a call from a first time caller lasts more than 60 seconds, Ryan knows it’s very likely a qualified lead and can have it automatically categorized as such.
Operational Impact
Quantitative Benefit
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