Our primary goal is to bring in leads to our sales team and get those leads to come to our physical locations for a tour, so our most important signals revolve around the sales process. We use a combination of phrase-spotting and signal discovery AI signals to identify two types of calls; 1) general sales calls regardless of outcome and 2) calls where either agent or caller attempted to book a tour. This lets us tie back the different marketing sources to actionable sales calls and determine the best way to spend our marketing budget.
The other piece of the sales puzzle is to make sure that the agents are handling the calls appropriately. We're able to use the same sales signals we use when evaluating the success of marketing efforts to segment calls to be scored. Our sales process isn't scripted, but we are working towards building signals for use in scorecards to determine where our sales agents are hitting all the necessary topics in both inbound sales discovery calls and outbound sales calls. This has definitely been a difficult process and is still ongoing as we try to identify potential phrases and keywords that match back to general topics. For example, one topic we would expect to come up in discovery is asking who is involved in the decision to make sure we are talking to all decision makers. We identified phrases we thought would be used like "is there anyone else involved" and yet that particular signal has never been triggered. Thankfully, Invoca rolled out the transcript search feature since the last time we tried to create these signals, so we're hoping round two will go better since we can get an idea of what keywords will show up without having to update the signal and wait for calls to come through.
