The Mission
AT&T, a leading telecommunications company, implemented Invoca's revenue execution platform in 2018 to optimise its call tracking and customer engagement strategies. Over four years, they scaled from tracking 2 million to nearly 10 million calls annually, achieving significant improvements in conversion rates and operational efficiency. Through a comprehensive approach to call analytics and customer engagement, AT&T has demonstrated the continued importance of phone interactions in the digital age while setting new standards for operational excellence.
The Challenge
Despite the digital transformation in customer service, phone calls remain a crucial touchpoint for AT&T, with 10-12% of website visitors opting to call. The company faced significant challenges in managing these interactions effectively.
The Resolution
AT&T implemented Invoca and developed seven strategic initiatives to optimise call handling and customer engagement:
1. Establish a comprehensive KPI tracking framework
The first initiative focused on establishing a comprehensive KPI framework that went beyond basic call metrics to implement full-funnel visibility. This included sophisticated tracking of lead quality, conversion rates, revenue impact, and customer lifetime value measurements, providing deeper insights into the customer journey.
With all the Invoca tracking and all the signals we’ve developed, we've created a full-funnel view for each marketing source to understand behavior, outcomes, and abandonment points.
Ben Downing, Marketing Technology Director at AT&T
2. Implement advanced Invoca AI Signals
The second initiative involved developing advanced Signal analytics capabilities. AT&T created over 45 different Invoca Signals to analyse calls, implementing sophisticated tools for phrase-spotting, AI-powered conversation analysis, customer sentiment detection, product interest tracking, and promotional offer monitoring. This granular level of analysis provided unprecedented insight into customer interactions.
3. Break down data silos
Cross-functional data integration formed the third pillar of AT&T's strategy. The company dismantled traditional data silos by providing platform access across departments, creating shared dashboards and reporting systems, and enabling cross-functional analysis capabilities. This democratisation of data fostered collaboration and enabled more informed decision-making across the organisation.
4. Utilise cross-channel media optimisation
The fourth initiative centred on multi-channel optimisation, which yielded impressive results. Campaigns utilising Invoca signals achieved 20-30% higher conversion rates and similar reductions in cost per conversion. AT&T successfully integrated these insights across multiple marketing channels, including direct mail and email, while maintaining comprehensive attribution across all marketing touchpoints.
When you think about working at a large organisation, your media team, your call center and your sales team, and your digital and e-commerce teams, they all want to understand what their contributions are driving, and it's often a shared contribution.
Ben Downing, Marketing Technology Director at AT&T
5. Implement real-time personalisation
The fifth strategic element involved implementing real-time personalisation by integrating Neustar Transunion's identity resolution API. This enabled instant caller identification and optimised routing for high-value opportunities, allowing for specialised handling of specific customer segments and creating more personalised experiences.
6. Enhance the call experience
The sixth initiative focused on enhancing the call experience, resulting in an 85% increase in answered calls and more than doubled conversion rates. This dramatic improvement demonstrated the power of personalising customer interactions and optimising the calling experience.
7. Drive operational efficiencies to improve customer satisfaction
The final initiative emphasised operational excellence through data-driven call centre staffing, refined IVR flows, and content optimisation based on customer inquiries. AT&T emphasised first-call resolution, recognising its importance in customer satisfaction and operational efficiency.
The skills you gain by using Invoca are highly in demand in terms of understanding digital journeys, customer intent, and optimising outcomes in a holistic fashion.
Ben Downing, Marketing Technology Director at AT&T
Results
Invoca enabled AT&T to deliver substantial business impact across multiple dimensions. The quantitative outcomes were impressive, with call answer rates improving by 85% while conversion rates more than doubled. The company also achieved a 20-30% reduction in cost per conversion, demonstrating significant efficiency gains.
Qualitative improvements were equally significant. Customer experience saw marked enhancement through personalised routing and improved first-call resolution. Resource allocation became more efficient, while cross-departmental collaboration flourished under the new data-sharing framework. Marketing optimisation capabilities became more sophisticated, enabling better decision-making and improved campaign performance.
Quantitative Results:
- 85% improvement in call answer rates
- 100%+ increase in conversion rates
- 20-30% reduction in cost per conversion, demonstrating significant efficiency gains
Qualitative Improvements:
- Enhanced customer experience through personalised routing and improved first-call resolution
- More efficient resource allocation throughout the organisation
- Strengthened cross-departmental collaboration through new data-sharing framework
- Advanced marketing optimisation capabilities, enabling more sophisticated decision-making and improved campaign performance
Want to see Invoca in action? Request a personal demo today!
