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Avvo's Use of IoT to Connect Lawyers and Clients
Applicable Industries
- Consumer Goods
- Telecommunications
Applicable Functions
- Procurement
- Sales & Marketing
The Challenge
Avvo, an online marketplace that connects people who need legal services with qualified lawyers, faced a significant challenge. The company needed to quantify the Return on Investment (ROI) benefit lawyers receive from listing their services on Avvo's marketplace. The challenge was to justify the cost of a premium listing. Avvo needed a way to show attorneys quantitative data about how many calls their website listings were generating. While listing an attorney's pre-existing telephone numbers gave consumers a way to reach the lawyers, Avvo had no way to track the calls passed through those numbers. Without a trackable number, Avvo had no way to measure the leads they send to their clients, and they could only provide a best guess to their impact on their business.
About The Customer
Avvo is an online marketplace that connects people who need legal services with qualified lawyers. Founded in 2007 and headquartered in Seattle, WA, Avvo is the world's largest online legal directory, with over 1.5 million attorneys listed. The company connects consumers with lawyers and free legal advice, and serves as a powerful marketing vehicle for lawyers seeking new clients. Avvo provides the information and community to help consumers make the best choice when choosing a lawyer. The directory lists profiles of legal professionals from around the world with ratings, reviews, testimonials, and contact information.
The Solution
Avvo turned to Twilio to enable thousands of unique trackable phone numbers, which are easy to buy in bulk or provision on the fly with the Twilio REST API. Attorneys who purchase a premium listing receive a unique phone number, and the Avvo website provides a metrics interface where attorneys can easily trace the source of their leads. This solution not only provided a way for Avvo to track the calls and measure the leads they send to their clients, but also helped Avvo to retain its paying customers more easily by providing visibility into how effective lawyers are at marketing themselves through the Avvo directory.
Operational Impact
Quantitative Benefit
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