Challenge
Leads arrived from the website and from advertising and were worked from one shared list. Two operators could call the same person, a promise to call back went missing, and nobody saw the overdue ones.
Advertising had a separate problem: the ad account only knew that a form had been submitted and optimised towards that, while half of those forms never became anything.
Solution
The list was broken into queues by state of work: new, claimed, due for a call today, overdue, delivered. An operator sees the next hour of work rather than everything at once, and an order in progress is locked to its operator, which makes a duplicate call impossible rather than discouraged.
Closed sales are sent back to the ad account. Advertising starts optimising towards a deal instead of a click, and the cost of acquisition is counted in money.
Architecture and implementation
What the system carries:
· lead queues by state of work, with an order locked to one operator
· callback reminders and highlighting for overdue leads
· quality control over how leads were handled
· closed sales pushed back into the ad account
The storefront that feeds leads into the CRM was part of the same work. Stack: Laravel and PHP, MySQL. Commissioned work, and the client is not named.
Result
Five queues instead of one list, and advertising that learns from real sales.
End-to-end analytics does not begin with a report. It begins with the sale being recorded somewhere at all. Without that step, any handsome dashboard is counting clicks.
