The Mission
For more than 30 years, Angel Reyes & Associates has distinguished itself as one of the preeminent personal injury law firms in Texas. Its mission is to put its clients first and fight to maximise their recovery.
The Challenge
The firm’s most valuable conversions happen on the phone, but it didn’t have the right attribution to link phone leads to the marketing campaigns driving them. This made it difficult to understand which marketing campaigns delivered the most high-value leads. Contact centre managers also got overwhelmed with manually reviewing calls and coaching agents as the firm grew. To increase conversion rates and provide better experiences for potential clients, they needed to automate the call review process.
The Resolution
Getting Attribution for Phone Calls Driven by Marketing Campaigns
With Invoca, Angel Reyes and Associates can attribute each phone lead to the marketing channel, campaign, ad, or keyword that drove it. In addition, the team integrates Invoca with Salesforce, so they can automatically pass this data into their customer records and capture the entire buying journey. This precise level of attribution allows them to spend their budget smarter, so they can drive more high-value leads more efficiently.
Invoca also allows the marketing team to understand when campaigns are reaching the wrong people. For example, when the team ran tests with Google Ads, Invoca quickly showed them Google’s AI was generating a high volume of unqualified calls. They were able to use this data to collaborate with the Google team to correct the issue. This increased their marketing efficiency and reduced wasted ad spend.
When people ask us how we’re using Invoca, I say, ‘How are we not using it?’ It’s critical to everything under my purview, especially paid media. It helps us get the greatest possible returns from our budget — and prove our results.
Elliot Johnson, CMO at Angel Reyes & Associates
Scoring Agent Calls at Scale with Automated Quality Assurance
Contact centre managers at Angel Reyes and Associates used to manually review agent calls to identify strengths and areas for improvement. This became difficult to scale as the company grew from one of the largest personal injury firms in Dallas to one of the largest in the country. The company’s phone call volume increased dramatically, as did the headcount in its contact centre.
To scale its training program, the contact centre team uses Invoca to automatically score agent calls according to its criteria. The team no longer has to manually review calls — the AI measures if every agent is using appropriate greetings, sticking to approved scripts, using the right phrases to express empathy, and closing correctly. Managers then use these scores to give accurate, unbiased feedback to each agent to improve their performance.
As we grew the contact centre team, we realised that manually listening to calls wasn’t cutting it. Invoca helped us scale that process — its AI gives us a nice tight report of who's performing, who's underperforming, and where we need to make adjustments. It’s helping us develop our agents faster and more efficiently than ever.
Lorely Acevedo, Contact Centre Director at Angel Reyes & Associates
Improving Marketing and Sales Collaboration
Invoca has given Angel Reyes and Associates a complete picture of the buying journey, from click to call to conversion. This improves alignment between the marketing and sales teams so they can identify inefficiencies in the funnel. For example, they may notice that the contact centre is understaffed during certain times when call volumes are high, or, that certain marketing tactics or sales scripts are underperforming. They can then collaborate to correct the issue.
In a lot of companies, marketing and sales teams mix like oil and water. But at Reyes Law, our silos are completely torn down — the marketing and sales teams communicate every day. I attribute a lot of that to the data we get from Invoca. It’s helped both teams understand exactly how they’re contributing to our core metric of new cases signed.
Elliot Johnson, CMO at Angel Reyes & Associates
THE RESULTS
- 10x increase in cases signed
- Optimised marketing spend
- Improved contact centre agent scoring and coaching
Over the last four years, we've exponentially increased the number of new cases we sign each month. Invoca played a major role in that growth — it gave us the data we needed to scale our operations and improve our efficiency.
