How did Answer4u, one of the UK's most trusted call centres, use Infinity to increase leads and annual net profit?

Helping one of the UK’s trusted call centres nail lead generation with more high-quality leads

The challenge

Answer4u have always signposted clients to call its sales team. As a result, calls now play a pivotal role in its buyer's journey. Not only do these phone calls assist the sales team in proposing a tailored solution to customers, but also enables them to provide excellent service.

The conversion rate for Answer4u over the phone was increasing, but the lack of visibility to track, attribute, and report on these calls was non-existent. It was crucial to understand what channel was prompting potential customers to call and how to maximise their marketing efforts in these channels.

Furthermore, Answer4u were working blind when it came to discovering the time of day people spent searching and calling their business. Ad scheduling strategies were therefore based upon guesswork and not optimised to their full potential.

Why Infinity?

After past experience had taught Answer4u that not all call tracking providers could provide an intelligent platform and excellent service, they decided to partner with Infinity. Answer4u have also been impressed with Infinity’s commitment to continuous investment and development within their platforms, such as the Infinity Hub.

During an initial demonstration, Answer4u could clearly see that Infinity understood not only its unique requirements but also its business as a whole. Infinity could provide detailed, granular, and actionable data, but also increase segmentation options and functionality which enabled Answer4u to visualise the data quickly and efficiently.

The solution

After a seamless onboarding procedure, involving integrations with Google AdWords, Google Analytics, and 24/7 support, Answer4u were now in a position to decide where best to focus their marketing efforts, based on Infinity data.

Infinity gave Answer4u the insights into which campaigns were driving leads, based on keyword-level call attribution, and enabled Answer4u to optimise their strategies and provide reliable omnichannel call reports to stakeholders within the business.

Finally, by pulling call reports segmented by the hour, Answer4u can now accurately report peak business and allocate budget to maximise return on ad spend.

The outcome

Infinity has now been a trusted partner of Answer4u since 2013. Acting on insights from the call data uncovered with Infinity, Answer4u have reported the following;

• 21% increase in leads generated year-on-year.
• 26% increase in high-value calls.
• 54% increase in annual net profit.
• 125% increase in budget for ad spend, justified and signed-off based upon Infinity data.

Moving forward, Answer4u will be using Infinity’s post-call rating to determine which calls were of high-value to the business. It will also be using Infinity’s call-recording feature to listen back on phone calls received and train staff to improve their customer service in the future.

What the client says

Infinity has been a trusted and well-respected partner for Answer4u since 2013. During that time we’ve witnessed their industry status elevated from being one of the leading call tracking technology pioneers to now being universally considered within the marketing industry as the UK’s premier call tracking technology innovators.
Darren McCowan | Marketing Manager, Answer4u