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ADOPTING AI FOR B2B TELEMARKETING: A case study with Vitality
TOM GATTENCEO and Co-Founder,GrowthIntel
The theory and development of computer systems able to perform tasks normally requiring human intelligence.Oxford English Dictionary
WHAT IS ARTIFICIAL INTELLIGENCE?
The capacity of a computer to learn from experience and modify its processing on the basis of newly acquired information.Oxford English Dictionary
WHAT IS MACHINE LEARNING?
160-strong telemarketing teamInternal team had built a ‘propensity model’Performance not meeting expectationsGood MIAbility to direct activity of agentsHistory of all approaches & success/fail
QUICK GLANCE OF VITALITY BEFORE GROWTHINTEL
“We started questioning the viability of telemarketing.”
Ross Dawson
LET’S TALK ABOUT SIGNALS
0 1 2 3 4 50
20
40
60
80
100
CLOUD TRANSITION STAGE
EMPLOYEES
LINEAR VS NON-LINEAR BOUNDARIES
BOTH AIs?
THE MORE IT DOES,THE MORE IT LEARNS
VITALITY’S AI
1 SIGNALS
2
SOPHISTICATED NON-LINEAR
ALGORITHMS
3
AUTOMATION OF MODEL BUILD & REFINEMENT
AUTOMATION OF AI BUILD AND REFINEMENT
DAILY CALLING POOL
ACCOUNT | RANKGROWTHINTEL AI
DAILY CALL HISTORY
A2 | 8 | 3
B9 | 13 | 3
U2 | 5 | 9
RESULTS
2X increaseIn appointment volumes
per month with Fit AI
3x increaseIn appointment volumes per month with Intent AI
24%Reduction in customer
acquisition costs
AN UNFAIR ADVANTAGE
SUMMARY: WHY IT MADE SENSE FOR VITALITY TO IMPLEMENT AI
“It is about optimising effort across what is otherwise quite a resource intensive activity where small gains have a significant
impact on the bottom line.”
Ross Dawson
WHAT’S NEXT?
