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Using Invoca to boost ROAS and improve contact center performance

Renewal by Andersen uses Invoca to boost its marketing ROAS, validate the quality of the phone leads it sends to affiliates, and improve contact center performance
47% increase
in appointments set in the contact center
129% increase
in agents correctly assessing caller needs
58% increase
in agents using the proper greeting
Using Invoca to boost ROAS and improve contact center performance
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“Invoca is an invaluable tool for our business. It’s helped us spend smarter and save tens of thousands of marketing dollars on customer acquisition.”
Alex Balasis
Marketing analyst, Renewal by Andersen

The Mission

Renewal by Andersen LLC is the start-to-finish window replacement division of Andersen Corporation. Renewal by Andersen offers a replacement process that includes an in-home consultation, custom manufacturing, and installation through one of the largest nationwide networks of window replacement specialists. Renewal by Andersen is committed to providing the best customer experience possible, through the perfect combination of the best people in the industry, a superior process, and an exclusive product.

The Challenge

Buying new windows for a home is a long and complex purchase process, therefore many consumers like the reassurance of speaking to a live agent over the phone. Phone calls are often the most valuable conversions for Renewal by Andersen, and the corporate office uses a pay-per-call model to send phone leads to its 90 franchise affiliates across the nation. 

However, before using Invoca, Renewal by Andersen didn’t have full attribution for the phone calls it sent its affiliates and was unable to accurately measure if each call was a qualified lead. This made it difficult for the team to optimize its marketing budget to get the highest possible return on investment. It also made it difficult for the team to execute nationwide campaigns and bill the correct pay-per-call fees to affiliates. 

In addition, Renewal by Andersen’s contact center did not have an effective QA process for agent calls. They listened to approximately 2% of their phone calls and graded them on paper. This was both time-consuming and fraught with human error.

The Resolution

Optimizing Media Spend to Boost ROAS
Renewal by Andersen’s corporate team runs paid search ads as well as other digital marketing campaigns to drive phone leads to its affiliates. However, prior to using Invoca, the company wasn’t able to track the full return on investment from its campaigns — it lacked granular attribution for phone call conversions. 

With Invoca, Renewal by Andersen can get full attribution for every phone call its marketing efforts drive. Not only can Invoca track the quantity of phone calls, but it can also track how many of those calls were sales leads. Renewal by Andersen then integrates this data with Google Ads to optimize its bidding strategy and with Google Analytics to optimize its website. This has helped the company significantly improve its return on ad spend. It has also allowed the team to determine 2-4 weeks sooner if their test programs are working, helping them conserve budget and continually optimize campaigns.

Invoca is an invaluable tool for our business. It’s helped us spend smarter and save tens of thousands of marketing dollars on customer acquisition.
Alex Balasis, marketing analyst at Renewal by Andersen

Validating the Phone Leads Sent to Affiliates
Renewal by Andersen bills its affiliates for each phone lead its corporate marketing programs send to them. In the past, the corporate marketing team didn’t have full attribution for all of the phone leads it drove to affiliates. This created friction between the teams, and made it difficult to correctly bill the affiliates for lead generation services. 

Invoca solves this problem by giving Renewal by Andersen complete transparency into the quality of each phone call. The team uses Invoca’s Signals to validate that each caller is a qualified homeowner and is in need of a replacement, not just a repair. The marketing team also has a signal in place to detect when its affiliates say they’ll call a quality lead back and hang up — in the past, this wouldn’t have been counted as a lead if it fell below the two-minute threshold. In addition, the team has a signal that automatically alerts them when a call is dropped so they can follow up with that caller. 

Invoca is essential to our affiliate partnerships. Without Invoca, we wouldn't be able to bill a very large portion of our national programs or accurately report out to our affiliates — there would be chaos.
Alex Balasis, marketing analyst at Renewal by Andersen

Automating Contact Center Call QA
In addition, Renewal by Andersen needed to improve the quality assurance process in its contact center. “We were really missing the mark when it came to grading calls,” said Tyner Williams, Marketing Manager at Renewal by Andersen. “We had been doing it manually on a piece of paper, and it was extremely time-consuming. So not only were we spending hours and hours grading and evaluating these calls, but we were also cherry-picking the calls. So we knew that we weren't getting an accurate look at the results across the board.”

To correct the issue, Renewal by Andersen deployed Invoca’s automated QA. The solution uses voice-spotting signals to score calls according to the organization’s unique criteria. In Renewal by Andersen’s case, they wanted to ensure that on every call, agents used the proper greeting, asked the right questions about the caller’s needs, and set an appointment. Invoca allowed the team to score 100% of calls according to these criteria — not just a small sample. This gave them accurate and unbiased feedback about each agents’ performance. It also saved managers’ time and allowed them to focus on coaching agents, not scoring calls.

Invoca has given us a complete picture of agent performance — we were missing so much data before. Now, I can see if an agent is great at gathering all the right contact information and sticking to the agenda, but they need a little improvement in the ‘commitment to needs’ section. This has made it much easier for us to guide our agents to corrective actions
Tyner Williams, Marketing Manager at Renewal by Andersen

Invoca was easy for the Renewal by Andersen team to onboard, and they were able to start seeing results quickly. “Invoca is really intuitive and easy to learn. I was amazed at how dramatically our agents’ scores improved after just three months of using the solution. I would never want to go back to how we were scoring calls before.”

The Results

Marketing Results:

  • Decreased cost per acquisition 
  • Increased return on ad spend
  • 2-4 weeks faster determination on test programs

Contact Center Results:

  • 47% increase in appointments set in the contact center
  • 129% increase in agents correctly assessing caller needs
  • 58% increase in agents using the proper greeting
I’m impressed with Invoca’s continued innovation — the team is always adding new technologies to the product suite. This creates lots of opportunities for us to learn and grow our business. And if we ever have any questions or concerns, the team is very receptive to our feedback.
Alex Balasis, marketing analyst at Renewal by Andersen

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