150,000 calls a month. One system for attribution, routing and analysis.
An Australian automotive service network with more than 350 stores and about 150,000 calls a month used Gibson call tracking, call routing and call analytics. Gibson implemented postcode-based IVR routing and connected point-of-sale data with GA360, SA360 and Campaign Manager. The client record supports increased revenue, improved paid-search performance and improved customer satisfaction, but does not contain a publishable percentage uplift.
Evidence reviewed
350+
Stores across Australia
150K
Calls per month
IVR
Postcode-based routing
POS
Integrated with call data
What the published record establishes.
Anonymised client record. The record supports the operating scale, implementation scope and qualitative client-reported outcomes below. No client-identifying source artefact is published on this page.
Australian automotive service network with more than 350 stores and about 150,000 calls per month.
Phone attribution, multi-location routing and reporting were not operating as one reviewable system.
Postcode IVR, campaign and point-of-sale connection, call analytics and Google Marketing Platform integration.
The implementation and comparison period are not recorded in the publishable case summary.
Client record covering network scale, system scope and client-reported operating outcomes.
The client reported increased revenue, improved paid-search performance, campaign attribution and improved customer satisfaction.
Multi-location operators with material phone volume that need documented routing, source attribution and call analysis across a network.
A percentage uplift, causal contribution of any one component, implementation timeframe, current platform configuration or the result another network should expect.
The problem
The network operates more than 350 franchise, company-owned and licensed stores across Australia. At about 150,000 calls a month, phone-source evidence, routing across locations and manual reporting were not operating as one reviewable system.
What Gibson built
IVR routing by postcode
Callers enter their postcode and are routed to the nearest store through postcode-based IVR.
Campaign and point-of-sale attribution
Phone enquiries were connected to campaign and point-of-sale data so marketing and sales reporting could be reviewed together.
Call analytics on 150K calls
Call analytics was applied across the call volume to review call handling and service quality.
Google Marketing Platform integration
Call data was connected to GA360, SA360 and Campaign Manager so phone demand could be reviewed alongside digital marketing performance.
The result
- +The client reported increased revenue after the system was introduced
- +Paid search performance improved as phone demand became attributable
- +Campaign attribution became available across the store network
- +The client reported improved customer satisfaction
Services used
Is the multi-location routing problem comparable?
Review how Gibson defines the live call route first. If the situation spans routing, attribution and analysis, bring us the problem to preserve that combined context before a scope is proposed.