When people are shopping for a car or getting their car serviced at the dealership, they expect a special relationship, not just a transaction. Your customers aren't just looking for a fling—they want a long-term relationship with a dealership they can count on. Someone who knows their name, knows what they need, and shows that they care. Selling, servicing and repairing cars are huge transactions with serious implications for consumers, so dealerships have to provide a higher level of personal service and trust than your typical retail transaction. Because car dealerships are often franchises or multi-location businesses managed by a central corporate entity or OEM, it also poses some unique challenges for marketing and customer experience leaders who are ultimately responsible for acquiring and retaining customers across hundreds or even thousands of locations. Since most consumers will call to make a service appointment, schedule a test drive, or get more information before they do business with you, it can create a data dead zone between the online journey and when they ultimately become a customer (or not) and dealers that ignore this channel do so at their own peril. In this guide, we will walk you through how you can use conversation intelligence to improve your return on ad spend, drive more leads, and provide exceptional and consistent call experiences that drive more conversions at every dealership location.
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It’s no surprise that most consumers report calling a dealership when buying a car or seeking service and repairs. It’s their first opportunity to see what kind of service you provide and your only chance to make a great first impression.
Calls Pose a Challenge for Multi-Location Businesses
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67%
of automotive consumers will call before making a purchase
Source: Invoca platform data
They Expect Amazing Service—And They’ll Pay More to Get It.
While plunking down a big chunk of cash for a new car or a major repair can be painful, consumers expect that the experience they receive is downright pleasant. Most consumers say that they will pay more for great service, which is awesome if you can provide it. If you can’t wow them, don’t expect them to be customers for long.
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37%
of phone calls are leads
33%
of those leads convert
Phone Calls Convert More Customers
Phone calls convert to test drives and vehicle sales at a 3x higher rate than web form leads, so the experience dealerships provide callers is critical to revenue. It also means that connecting the data from phone calls to the rest of the omnichannel journey is critical to your success.
63%
will pay more for great service
76%
will stop doing business with you after just one bad experience
Source: Invoca Buyer Experience Report
The Phone
is the #1 preferred channel when consumers need help with a purchase
LEARN MORE
Calls Pose a Challenge for Dealerships
Introduction
Attribute and Measure the Value of Calls
Section 1
Reduce Wasted Ad Spend
Section 2
Score Every Call & Scale Coaching
Section 3
Automate & Centralize Call QA
Section 4
Answer More Calls at Every Dealership
Section 5
Turn Missed Calls into Sales
Section 6
How Invoca Works
Section 7
Case Studies
Section 8
Many of your customers will ultimately convert on the phone, whether that’s setting a service or test drive appointment, getting a quote, or ordering parts. Since most of your customers discover your dealership online before calling, this can cause a problematic data gap. What issues are you facing with marketing attribution and measurement because of this?
Next Chapter
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SECTION 3: solution
There’s no guessing about how many calls convert with Invoca conversation intelligence. It analyzes every call driven by your campaigns so you can automatically detect call outcomes, conversion events, and caller intent at every location. It’s easy to get started with pre-built phrase spotting Signals made specifically for the automotive industry. Invoca’s easy-to-deploy website tag, dynamic number insertion technology, and no-code integrations make it simple to track, report, and take action on call conversion data across all of your dealer locations. This enables you to quickly understand the critical moments in each call that result in revenue-generating conversions so you can increase conversion rates, decrease acquisition costs, and reduce wasted marketing spend.
Automatically track every phone conversion
Invoca gives you marketing attribution for the results of every call your campaigns drive to dealerships with full visibility from click to call to conversion. Get attribution for every customer touchpoint that drives a phone call including paid search, display, social, website, email, and even offline channels like direct mail. Invoca’s easy-to-deploy website tag and dynamic number insertion technology makes it simple to start tracking calls and get granular attribution data — down to the search keyword level — so you can see exactly how customers interact with your campaigns and website before calling. You’ll get data including keyword, landing page, campaign, and GCLID to accurately optimize your campaigns to drive more high-value sales calls.
Get 1-to-1 attribution for every phone lead
I don’t know how many conversions happen on the phone.
Lack of visibility into phone conversions causes wasted ad spend
Many dealership marketing teams and OEMs spend a lot of budget driving leads to the phone without knowing the outcome of the calls. It’s a common blind spot that forces you to guess what’s working and what’s not, and you don’t get credit for all the leads you provide. This results in spending too much on campaigns and keywords that drive low-value calls and not enough on the ones that are actually getting leads on the line. And if you don’t know who converted, you might be wasting ad spend retargeting people who already made a purchase, too. This results in low conversion rates, increased acquisition costs, and wasting ad spend on ineffective campaigns.
See how conversation intelligence gives you full visibility of every phone conversion your digital marketing drives
I can’t attribute phone conversions to my marketing campaigns.
Without attribution for calls, you can’t optimize your campaigns
Are the keywords you’re putting money behind driving leads to call or just getting people to call for driving directions? Are your Facebook ads getting calls for quotes or people calling to complain about your Facebook ads in their feed? Are your third-party advertisers delivering quality phone leads or lemons? Without attribution for the calls your campaigns drive, you’ll never know. With nothing to prove the effectiveness of your ads, you have no way to improve them, either.
See how conversation intelligence gets you 1-to-1 attribution for all the phone calls you drive
I can’t accurately measure my CPA.
You can’t improve what you don’t measure
We’ve found that when leads call dealerships, they convert at upwards of 30%*—three times higher than they do online. If you’re measuring CPA on clicks and guessing what happens on the phone, you’re only working with half the data you need to accurately measure your marketing acquisition cost and return on ad spend. We found that marketers who don’t track phone conversions overestimate their CPA by more than 40%**—and that’s basically money that you can’t spend customer acquisition.
See how conversation intelligence helps you measure your true CPA
Know the Value of Every Call Marketing Drives
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If your marketing is driving conversions over the phone, you need to accurately measure them and attribute them to your spending. With Invoca you get full visibility into all of the conversions that are happening on the phone so you can accurately measure your acquisition costs and optimize your campaigns to drive more leads. Here’s how that looks:
Measure your true CPA with full visibility into call conversions
* Invoca platform data, 2022 ** The Marketing Acquisition Benchmark Report
I don’t know what campaigns and keywords actually drive conversions.
I have no way to retarget unconverted callers or suppress ads to customers.
Optimizing to call volume wastes marketing budget
We’ve seen this technique before: You assign a different static phone number (TFN) to each campaign for every dealership. You count all of the calls that come from each campaign TFN, put it all in a spreadsheet, and viola! The campaign that drives the most calls gets more budget. With hundreds of locations and dozens of campaigns running, tracking this way gets messy fast and the telecom costs for all those TFNs is outrageous. On top of that, you’re just counting the call volume—you don’t actually know if all of that money you’re spending is driving conversions or people calling for driving directions. You’re probably wasting money sending calls to dealerships that don’t convert.
Learn how to use call tracking to drive more leads and reduce wasted spend
If you don’t know who converts on the phone, you’re wasting money on retargeting
Ad suppression is a key tool in the digital marketer's kit to eliminate wasted ad spend by ensuring that you aren't serving (and paying for) ads shown to existing or recently-acquired customers. However, it’s a challenge to track conversions if they’re happening on the phone at your dealerships. With no centralized system to track phone conversions, you’re likely retargeting customers who already made a purchase or appointment and failing to display ads to those who didn’t convert. It’s a double-whammy of wasting spend and missing opportunities to reel in high-intent customers.
See how you can accurately suppress ads to converted customers and reduce wasted ad spend
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SECTION 2: solution
With Invoca you can automatically detect call outcomes, conversion events, and caller intent and get granular attribution data down to the keyword level. You can stream call conversion data to virtually any ad platform to optimize for sales calls. For example, you can inform Google Ads Smart Bidding with call conversion actions to automatically adjust your keyword bids to drive more conversions.
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By tracking all call conversions with Invoca and pushing this information into ad platforms like Google Marketing Platform, Skai, or Marin Software, marketers can automatically suppress ads to those who have already converted over the phone. This not only reduces wasted ad spend, it prevents you from annoying your new customers with irrelevant ads. You can also use Invoca conversation intelligence to identify callers who showed intent but did not convert. You can then retarget those callers and add them to your nurture stream to further increase your conversion rates.
Suppress ads to customers and retarget high-intent callers who didn’t convert
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On average, our data shows that 63% of calls to dealerships are not revenue-generating leads. While people will always call for basic information, you need to make sure that your marketing spend isn’t being wasted driving calls that won’t convert. Do you face any of these common challenges optimizing campaigns that drive phone leads?
Reduce Wasted Ad Spend & Drive More Leads
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Previous Chapter
Reduce Wasted Ad Spend and Drive More Leads
See an example
Here’s an example of optimizing on call volume vs. conversions. If you saw that “Ford dealership near me” was driving the most calls, that’s where you’d put your money and pull back on the others. Makes sense. But once you see the conversion data, you’ll see that “0% financing F-150” was driving way more conversions—and that you were putting your budget in the wrong place.
With Invoca, you can see exactly how a customer interacts with your campaigns and website before making a call. You’ll get data including keyword, landing page, campaign, and Google click ID to accurately optimize your campaigns to drive more high-value sales calls.
I can only manually score a small sample of calls.
Mystery shoppers can only score a few calls.
Someone else scores calls and managers coach employees.
Manually scoring a sample of calls is ineffective
Most dealerships can only score a small sample of calls to identify underperforming locations and employees who need coaching on handling calls. You’re probably only scoring a few of your calls, so hundreds and thousands of calls may never get scored each month. And thousands of opportunities to identify coachable moments that can increase your conversion rates and CSI scores also slip by. There could be a lot of problems hiding in those calls you never hear. Worse yet, you are missing out on the chance to reward your highest-performing dealerships and employees. In order for your sales process to run at peak performance and drive the most revenue, you need to automate call scoring to analyze all of your calls.
See how Invoca automatically scores 100% of your calls
Mystery shoppers are ineffective and expensive
How often do you have mystery shoppers call all of your dealerships to evaluate call handling? A couple times a month? Once a week? Even if you had a mystery shopper call every department at every dealership every day, you’d be still only be scoring a tiny sample of calls. You could also be catching the best employees on their worst days or vice versa. Either way, the results will not be representative of overall location performance and the “fake” calls are a waste of employees’ time. At $25 to over $100 per mystery shopping experience, it’s also totally unfeasible to scale mystery shopping calls at any meaningful level.
See how Invoca enables you to efficiently scale call scoring across every location
If you have to wait, it’s too late
When calls are scored by a third party and handed back to sales managers, there can be a delay of hours or even days. By then the employee doesn’t remember the context of the call and won’t be able to effectively implement your feedback. The sooner managers and employees see the scorecard and get coaching, the sooner they’ll convert more leads and provide better customer service.
See how to get immediate access to call scores
With Invoca automated QA, you can analyze and score 100% of your calls. No more samples, no more missed opportunities. You also analyze the entire customer conversation experience, even when calls are transferred, handled by an outsourced call center, or re-routed to other locations. When you can score all of your calls, it gives you an objective view of the performance of all your employees and locations—free from human bias. Every call is scored the same way. This allows you to recognize and fairly incentivize top-performers and stay on top of coaching those that are falling short.
It’s no mystery—mystery shoppers aren’t getting the job done. With Invoca’s call scoring, you can automatically assess and score every single call at every dealer location and department. When you can score all of your calls, it gives you an objective view of the performance of all your employees and locations—free from human bias. Every call is scored the same way. This allows you to recognize and fairly incentivize top-performers and stay on top of coaching those that are falling short. Centralized coaching is made simple with the ability to tag employees or locations within call transcripts and provide feedback on the specific moments that need work. And Invoca makes it easy to start scaling your call coaching program with pre-built call scorecards made specifically for the automotive industry.
Scale call scoring and coaching
It can be challenging to analyze and score call handling across hundreds of dealership locations. To learn how you can score 100% of your calls and scale call coaching across all your locations, let’s dig into the challenges you face today.
Score Every Call and Scale Your Coaching
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Invoca Enables Coaching That Makes Every Employee More Effective
When you get call scorecards immediately, you can address problems today. Leave your feedback and @mention employees right in the call transcripts or tag timestamps in the recording to pinpoint where issues or successes are occurring. No need to pick up the phone. And since you’re giving immediate feedback, the employees and locations have the context to remember and apply it. Invoca also empowers sales managers at your dealerships by giving them access to call scorecards as soon as calls end, allowing them to coach employees on the spot so they can better handle the next one.
Get immediate access to all your call scores
I’m spot-checking call recordings every day.
An outsourced vendor handles my call QA.
We have an internal QA team that gives me reports.
Hey, you missed a spot
Spot-checking calls for call handling QA is a great way to miss problems and opportunities for improvement. It also takes a tremendous amount of time. But when you get 1,000 calls a day, it’s the only choice you have, right? There could be a lot of problems hiding in those calls you never hear. Worse yet, you’re missing out on the chance to reward your highest-performing employees and dealerships. In order for your teams to run at peak performance and drive the most revenue, you need to automate call scoring to analyze all of your calls.
See how Invoca scores 100% of your calls
You don’t have time to wait on QA
Whether an internal team or external vendor is handling your call QA, it means you have to wait for results. Every day that you wait for your call reports is a day where potential problems persist and high-performing employees and dealerships go unrewarded. You may also have limited insight into the QA methodology, so you don’t know how they’re coming up with the scores or how many calls are going through QA. Additionally, making changes to the QA process and scorecards is a cumbersome and time-consuming process that makes it difficult to adapt to changing needs or scale up your operations for the busy seasons.
See how to get immediate call insights
With Invoca, you get complete insight into every customer conversation right when the call ends. With Invoca’s easy-to-use dashboards and reporting, you can monitor how each dealership is performing against core KPIs, and quickly dive into specific calls for review. You also can generate reports whenever you need them, not whenever the QA team has time to deliver them.
Get immediate insights across all your dealerships
If you discover that your QA process is incomplete or doesn’t work with a new product or service offering, or you add more dealership locations, you can easily change the parameters in Invoca to match your business requirements. You don’t have to wait for a QA vendor and you don’t have to call IT. And since Invoca analyzes and scores all of your calls, no matter how many are coming in, you don’t have to worry about seasonal fluctuations or a big promotion diluting how many calls go through the QA process.
Adapt and scale QA to all locations quickly
To learn how you can improve your call handling quality assurance processes with Invoca, let’s examine the issues you might be encountering with the way you do it today.
Automated & Centralize Call Quality Assurance
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With Invoca automated call QA, you can analyze and score 100% of your sales calls. No more samples, no more missed opportunities. You also analyze the entire customer conversation experience, even when calls are transferred, handled by an outsourced call center, or re-routed to other locations. When you can score all of your calls, it gives you an objective view of the performance of all your locations and employees—free from human bias. Every call is scored the same way. This allows you to recognize and fairly incentivize top-performers and stay on top of coaching those that are falling short.
Invoca Enables Instant Automated Call Handling QA
SECTION 4: solution
The IVR is difficult for callers use and hard to change.
Callers face transfers and long hold times when calling dealerships.
I don’t know if calls are being answered at dealerships.
Bad IVRs are frustrating for you and your customers
A well-tuned IVR can help your customers get the information they need quickly, sometimes without even talking to someone at the dealership. A bad IVR is an endless labyrinth of frustrating dead-ends that will have callers screaming “AGENT” and mashing the “0” button while tears run down their face. Many dealerships find themselves in the latter camp because their IVRs are too difficult to test and maintain and frequently require involving IT, vendors, or other technical assistance to make needed changes. Others just route all calls to the receptionist, which inevitably results in the customer being transferred and spending more time on hold.
Learn how intelligent routing reduces frustration
Inefficient routing wastes the customer’s time
Without Invoca you don’t have insight into the digital journey that drove the call so you can’t personalize the caller experience or route the call smartly. If the customer is calling to check vehicle inventory, check on parts, or schedule services, they’ll likely have to wait on hold and endure multiple transfers before they speak to the person that can actually help them. It’s a bad experience that reduces conversion rates and wastes the time of employees who have to answer and transfer the calls.
See how you can use digital intent to automatically route calls
You can’t fix what you don’t measure
We’ve found that an average of 26% of calls to dealerships are never answered. Worse yet, many don’t even know their call answer rate at their locations because they have no way of tracking it. When a potential lead calls and they don’t get to talk to anyone, they’re probably going to call the competition—less than 2% bother to leave a voicemail message. If you don’t know how many calls are being picked up, you have no way to improve your answer rates.
Learn how you can increase answer rates at every location
With Invoca, anyone can create custom IVR phone menus in minutes without any coding or help from IT. Invoca IVRs can understand both voice responses and keypresses, providing better experiences for your callers. You can report and take action on Invoca IVR Data to see how well your IVR is working. You can view caller IVR responses and interaction data in Invoca reports. Detect CX issues impacting conversions, pass IVR responses to your CRM, and use IVR responses to classify caller intent. Call routing can also be improved with the IVR by enabling customers to state why they’re calling, thier ZIP code, and more to quickly route them to the right location and department.
Invoca voice IVR is simple to deploy and maintain
Invoca doesn’t just capture what happens during the call, it captures the digital journey that drove the call, too. This opens up a world of digital intent data to help create vastly improved call experiences. Depending on the webpage, ad, or location that a customer is calling from, you can automatically route them to the right department and dealership location right away. This reduces transfers and caller frustration, so they’re more likely to become a customer. To get more calls answered, you can also use Invoca’s ring group routing to forward calls to a list of numbers sequentially or simultaneously until someone picks up. You can even route high-intent sales calls straight to your best salespeople. You can also forward calls to a contact center during off-hours or when calls aren’t answered to make sure callers can always talk to a person when they need to.
Use digital intent for smarter routing
Every missed or abandoned call could be a lost customer. So the first step in improving call conversion rates is tracking your call answer rates. With Invoca, you can easily track and report on call counts, answer rates, and conversion rates across all of your dealership locations in one place. With this data, you can inform staffing at peak call times, train underperforming dealerships on call handling, and incentivize them to answer more calls. To get more calls answered, you can also use Invoca’s ring group routing to forward calls to a list of numbers sequentially or simultaneously until someone picks up. You can even route high-intent sales calls straight to your best salespeople. You can also forward calls to a contact center during off-hours or when calls aren’t answered to make sure callers can always talk to a person when they need to.
Track and increase answer rates at every dealership
Dynamically Route Calls Based on Customer Intent
SECTION 5: solution
Are you routing calls to the right dealership and department in the most efficient and effective way possible? Making sure that more calls are answered can increase your conversion rates and customer satisfaction. What challenges do you face routing calls and making sure they’re answered?
SECTION 5
Do nothing. We answer all our calls!
Don’t follow up on them at all.
Follow up on voicemails.
You’re missing more calls than you think
According to Invoca platform data, the average dealership doesn’t answer 26% of their calls. Worse yet, we’ve found that many dealership sales and service departments are unaware of how many calls they’re missing—or that it’s costing them millions in revenue.
See how Invoca Lost Sales Recovery makes missed call follow-up easy
Not following up on missed calls is costing you millions in revenue
Every call you don’t answer is a sales opportunity that may never materialize. Here’s an example of the revenue cost based on an Invoca automotive dealer’s call volume and missed call rate*.
Only a fraction of prospects will leave voicemails
If your missed call follow-up relies on customers leaving voicemails, you’re only following up on a fraction of your missed opportunities. People don’t leave voicemails, they call your competition.
Average profit per vehicle sold = Average 23% Unanswered Call Rate = 34% of those calls are Sales Opportunites = 2% of those opportunities would convert =
$4,522 276,000 missed calls 93,840 missed opportunities 1,876 missed sales
$8.4 Million a Month in Unrealized Profits
* Average profit per vehicle based on NADA data. Unanswered call rate, sales opportunity rate, and sales opportunity conversion rate based on Invoca customer platform data.
Average Voicemail Rate:
2%
Invoca Lost Sales Recovery enables you to see exactly how many calls are being answered by every dealership so you can diagnose and fix issues that cause calls to go unanswered. Realistically, even in the tightest-running ships, some calls will slip through the cracks. That’s why Lost Sales Recovery also provides the insight you need to follow up on the calls that are most likely to result in sales.
Get accurate insight into missed calls
Lost Sales Recovery Signals use voice energy detection to identify whether or not the calls were answered by a person, if the call was sent to voicemail, or if a voicemail was left with over 90% accuracy right out of the gate. Lost Sales Recovery can detect if a call was: • Answered • Not Answered • Answered by Voicemail • Or, If a Voicemail was Left
How Lost Sales Recovery works
Not all missed calls are created equal, and for most dealerships, following up on all of them is not feasible or beneficial. Invoca is better than other solutions because it gives you the ability to prioritize your missed sales calls so that you can respond intelligently, appropriately, and at scale. With Lost Sales Recovery, you can isolate the unanswered calls that were most likely to convert, for example, by defining “quality sales calls” with criteria like IVR keypresses (e.g., caller pressed 1 to speak to sales) or filter missed calls by hundreds of marketing criteria, such as if they called from a webpage or clicked an ad that shows high purchasing intent. This ability to automatically identify and prioritize what calls you need to follow up on is the key to recovering lost sales.
See exactly which high-intent calls to re-engage
Reclaim Revenue with Lost Sales Recovery
SECTION 6: solution
No business is perfect and calls often go unanswered. To learn how to get more revenue by following up on missed calls, let’s look at how you do it today.
Missed Call Follow-Up
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When calls are missed, you:
Invoca uses an easy-to-deploy snippet of Javascript on your website to automatically replace the phone numbers on your website with dynamic phone numbers. This means that each user sees a unique phone number, which enables you to track the digital buying journey that leads to the call.
Tracking calls with Invoca
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Invoca Signal AI gives you an unprecedented view into conversation data from high-intent consumers. Quickly gain new insights from tens of thousands of conversations and take action on them in real time to reduce average call handle times, improve CSI scores, and drive more conversions and revenue. Compared to conventional call analytics tools, Signal AI provides deeper insight into the unique conversations happening between your customers and dealerships — often uncovering conversation patterns and behaviors that you didn’t know existed — with consumer-level data that can be made actionable across platforms like CDPs, CRMs, and advertising platforms.
AI-powered conversation analytics
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With Invoca you can improve the buying experience and reduce call handling costs by dynamically routing calls to the right location or department every time. Invoca captures first-party buyer intent data throughout a consumer’s digital journey — things like Google search keywords, website clickstream data, and unique digital identifiers — and uses that to inform call routing in real time.
Intent-based call routing
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You probably know how many calls you get per day, your call duration, and even the value of your typical sales call. But does that really help you understand your customers? Watch this video to learn how Invoca provides deeper insights into your customers’ buying behavior to accelerate your revenue and provide great experiences.
Understand customers at a deeper level
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With Invoca, you don’t have to turn your phone system upside-down to reap the benefits of conversation intelligence. Without any integrations or replacing existing tech, you still get:
Invoca Integrates with Your Existing Tech Stack (Or Not!)
Automated call scoring & QA
Cloud-based, user-customizable IVRs
Interactive coaching tools
By integrating Invoca with your marketing tech stack, you can also achieve a higher level of data and information that enables you to further improve call handling performance and use conversation data to optimize marketing. This results in more efficient and effective operations. Invoca integrates with:
Check out our integration library here
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Telecom industry-recognized “excellent” call quality rating
Leading call fraud detection and protection technology
99.999% platform uptime
Invoca provides compliance without compromise. It keeps customer data secure, connects calls reliably, and is available when you need it.
Security, Compliance, and Uptime
Watch this video to learn how it works
Watch this video to see how Signal AI works.
Watch this video to see how it works.
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Ad & Analytics
CRM & CDP
Social Media
See how AutoNation uses Invoca to drive more sales and service revenue.
AutoNation
With over 300 locations, AutoNation is America’s largest and most admired auto retailer. In an average year, it sells over 500,000 new and pre-owned vehicles and service nearly five million customers. AutoNation uses Invoca to train its sales team to close more deals and better serve customers. Invoca automatically records and transcribes each inbound call, and AutoNation uses these insights to identify sales agents’ weaknesses and coach them to improve their performance. They also feed these recordings into their CRM to keep complete and accurate records of every customer interaction. AutoNation also uses Invoca for Sales to automate customer call quality assurance (QA). With Invoca for Sales, AutoNation can select the criteria that make up a successful phone conversation for both sales and customer care agents and use AI to automatically scan every call for those criteria, at scale.
Automotive dealer and service network
Get the full case study
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The Story
The Results
“Providing a great customer experience is at the core of our mission, and that’s why our sales managers constantly provide feedback to our agents. Invoca’s call recordings and transcriptions are invaluable coaching tools.”
Anand Rao, SVP of Digital Business
Increased close rates
Seamless customer experience
Highest profits in company history
Book a demo
Schedule a personalized demo today to learn more about Invoca AI-powered conversation intelligence.
Fill the form below to see the Invoca platform in action!
Request a demo!
An Invoca representative will be in contact with you shortly.
Thank you!
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Christian Brothers Automotive
Automotive REPAIR & SERVICE
Because auto repair is a complex purchase, many consumers prefer to call their local service location to schedule an appointment. These calls are vital to Christian Brothers’ business — over 80% of its appointments are scheduled over the phone. Christian Brothers Automotive uses Invoca to optimize its media spend and improve call handling across all of its 260 franchise locations. With Invoca, Christian Brothers Automotive is able to attribute revenue from phone calls back to the marketing channel that drove them. This revenue matchback capability allowed Christian Brothers to double down on the campaigns generating the most revenue and cut spend on campaigns that weren’t impacting the bottom line. Christian Brothers also uses Invoca’s AI-powered signals to detect key moments in every phone conversation at all 260 locations to provide a consistent experience for every customer who calls. And Invoca dashboards give the operations team a centralized view of performance across every location.
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OEM Case Study
OEM
invoca case study
One of the top automotive manufacturers didn’t know how search and digital marketing was driving calls to its 1,200 U.S. dealerships. And it couldn’t connect the calls to the revenue they ended up driving. They needed insights into how their marketing and their Tier 1 and Tier 2 websites drove conversions so they could prove their value and invest marketing budget appropriately. This OEM turned to Invoca to attribute calls to the marketing channel, ad, search keyword, and webpage that drove them. They use Invoca to record and transcribe conversations, and the AI analyzes call experiences to detect if the call went unanswered or to voicemail, what department it was intended for, if it was a quality lead and if it converted. The OEM integrates call analytics from Invoca with Adobe Analytics and their CRM for full insight into how its marketing efforts are driving dealer visits and vehicle sales, whether the lead comes in online or over the phone.
59% increase
25% more
10% decrease
in monthly revenue attributed to OEM marketing programs
calls for vehicle sales, parts, and service
in cost per lead
