Case Study: AutoNation achieves higher ROAS and improved sales close rates with Invoca Conversation Intelligence

Using Invoca Conversation Intelligence to Connect and Optimize the Omnichannel Buying Experience

AutoNation, America’s largest auto retailer with 300+ locations selling roughly 500,000 vehicles and servicing nearly five million customers annually, needed better visibility into the role phone calls play in big-ticket purchases. Their existing call-tracking vendor didn’t provide the data or granularity to connect inbound calls to digital campaigns or to the broader customer journey, leaving phone-driven revenue in a “data black hole.”

Invoca’s conversation intelligence gave AutoNation full call attribution tied into their martech stack, plus automated call recording, transcription, QA and IVR routing to improve agent performance and caller experience. That visibility let AutoNation reallocate media spend to higher-performing campaigns, coach agents from real call insights, staff locations more effectively, personalize omnichannel outreach during COVID, and drive higher close rates and record profits (best quarter in company history, Q2 2021).

AutoNation

Marc Cannon

Executive Vice President ,Chief Customer Experience Officer