Case Study: Windstream achieves 7x ROI and full-funnel marketing visibility with Invoca

Using Invoca conversation intelligence to gain marketing visibility and improve sales agent performance

Windstream Holdings, based in Little Rock, Arkansas, and its Kinetic by Windstream division faced fragmented marketing and sales functions while pursuing an ambitious plan to add 40,000 net-new subscribers in 2020. When COVID-19 in the U.S. drove surging demand for home broadband, leaders including Lorenzo Clark saw that a lack of full-funnel visibility and ineffective QA — QA agents were only listening to 0.5% of calls, per CJ Barnhart — threatened their ability to optimize marketing spend and scale operations.

By adopting Invoca’s AI-powered conversation intelligence and integrating it into their martech and contact center ecosystem (including Five9 and Salesforce), Windstream unlocked full-funnel visibility, automated QA, improved coaching, and reduced transfers. The results: 7x ROI within the first eight months; 150% of 2020 net subscriber goal after 10 months; 17% reduction in paid search CPA; 40% increase in average revenue per sales call; 27% decrease in calls where agent failed to overcome caller hesitation; 5% increase in script and sales process adherence; a 750 basis-point drop in transfer rates; and recognition as “Rookie of the Year” at the Invoca Summit Awards.

Windstream

Lorenzo Clark

Vice President