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INDUSTRY:
Home services
Southern Sheeting + Invoca
How this UK roofing, cladding, and decking specialist is turning thousands of buyer conversations into a business-wide intelligence engine — fueling content, sales coaching, and AI-ready visibility.
customer conversations analysed within two months of launch
buyer calls a week, now visible across all three UK depots
content and product insights that were completely invisible in web analytics
"With Invoca, I can prove exactly what the website is driving offline, and improve both our digital content and the experience our customers have when they call."
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The Mission
Southern Sheeting is a UK-based supplier of roofing, cladding, and decking, with more than 40 years of experience, serving trade customers, homeowners, and DIY buyers from three UK depots with a team of experts who handle every enquiry personally.
The Challenge
Every week, Southern Sheeting's sales team fields hundreds of buyer conversations about complex, high-consideration products. Most buyers pick up the phone before they buy — but Head of Marketing Jo Morfield could only hear one side of those calls, from her seat next to the sales team at a single depot. The other two depots, and the buyer's half of every conversation, were invisible. At the same time, web analytics showed customers increasingly arriving via referral traffic and asking AI tools like ChatGPT and Gemini detailed questions instead of searching Google — an early signal Morfield needed to get ahead of.
The Resolution
Turning call recordings into business-wide intelligence
Southern Sheeting replaced its previous call tracking provider with Invoca, bringing AI-powered conversation analytics into the business for the first time. Invoca's AI automatically transcribes and summarises every website-driven call, giving marketing visibility into the buyer's side of the conversation across all three depots. Within two weeks of go-live, Morfield had more than 500 AI call summaries and had true customer intelligence. She then built a framework to route that intel into content, product, sales, and AI-visibility work across the business.
Surfacing content gaps traditional analytics couldn't see
Analysing more than 2,000 conversations since launch, Morfield identified fixings and accessories as one of the largest single themes in customer enquiries — a topic that, because it spans multiple product categories, had never surfaced in website analytics. That insight is now driving new FAQ content, product descriptions, structured schema markup, and sales guidance, and it's helping the team tell apart a trade buyer who knows exactly what they need from a retail buyer who needs guiding through the options.
The Results
- 2,000+ customer conversations analyzed within two months of launch
- One business-wide intelligence framework now spanning marketing, sales, and product
- Uncovered content and product insights that were completely invisible in web analytics
Construction is not an industry known for its forward-thinking digital stance. Our work with Invoca is about getting ahead of that curve and making our website a genuinely authoritative source before our competitors do.
— Jo Morfield, Head of Marketing, Southern Sheeting
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