Challenge
Starkey develops, manufactures, and distributes hearing aids. When purchasing hearing aids, people tend to begin their research online, but ultimately call in to make a purchase.
The Starkey marketing team had been manually listening to sales calls to understand the outcomes, but the process was expensive and inaccurate. In order to drive the right types of callers, they needed an automated, accurate way to understand and act on call outcomes.
Solution
Because of the highly-sensitive nature of medical phone calls, Starkey investing in Invoca's HIPAA-compliant call tracking and analytics to collect and analyze conversations happening in the contact center.
Starkey used Signal AI to classify calls into categories customized for its business. The company is able to see which calls resulted in appointments set, cancellations, or poor customer experiences.
Insights
Since it takes an average of 4.5 years for someone to make an appointment for a professional hearing evaluation after initial hearing loss, a single bad experience can have a major negative effect on both the prospective buyer and Starkey.
With access to conversation analytics at scale for the first time, the Starkey team is now able to identify and correct poor customer experiences to capitalize on those high-intent phone calls.
Actions & Results
With detailed call analytics, Starkey now analyzes converted calls to optimize digital marketing spend. Starkey can reach customer sooner and provide improved customer experiences through personalization.
- 66% decrease in analysis costs by using Signal AI instead of in-person agents
- 17% decrease in average cost-per-appointment
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