Case Study: SunTrust achieves 50% more paid-search conversions and 60% higher call-center efficiency with Invoca

Using Call Intelligence to Deliver a Better Customer Experience

SunTrust Bank set out to improve customer experience in a sector known for distrust and impersonal service but faced a critical blind spot: zero visibility into phone calls. The marketing team, led by the VP of paid search and digital, couldn’t tell which campaigns or keywords drove callers, whether callers were prospects or support customers, or how calls tied to sales—limiting their ability to personalize and optimize the customer journey.

By implementing Invoca’s call tracking and analytics (integrated with Salesforce), SunTrust tracked caller intent, tied calls to conversions, optimized paid-search bids, added click-to-call for mobile, and automated call routing. The changes drove a 50% increase in paid-search conversions (100% on mobile), a 300% rise in call duration, a 50% average reduction in cost per conversion, and a 60% boost in call-center efficiency.

SunTrust

Brennie Conkle

VP of Paid Search and Digital Capabilities Marketing