Meeting Title: Brainforge x ABC CallSource Strategy Date: 2025-10-27 Meeting participants: read.ai meeting notes, MattBurns, ABC-55942 StevenMeyer, Amber Lin, YvetteRuiz, Uttam Kumaran
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1 00:00:59.160 ⇒ 00:01:00.040 MattBurns: Hey!
2 00:01:00.330 ⇒ 00:01:00.930 ABC-55942 StevenMeyer: Hey!
3 00:01:01.470 ⇒ 00:01:02.609 MattBurns: How you doing? How you doing?
4 00:01:02.990 ⇒ 00:01:04.239 ABC-55942 StevenMeyer: Pretty good, how are you?
5 00:01:05.379 ⇒ 00:01:07.649 MattBurns: Doing alright, doing alright, how about you?
6 00:01:08.680 ⇒ 00:01:14.089 ABC-55942 StevenMeyer: Yeah, just, finished at that forum board meeting today, so just finished that.
7 00:01:14.530 ⇒ 00:01:15.250 MattBurns: Okay.
8 00:01:15.770 ⇒ 00:01:17.530 MattBurns: I think.
9 00:01:17.530 ⇒ 00:01:23.300 ABC-55942 StevenMeyer: Real quick, I think I’m… I think I’m coming down… or I am, I’m coming to Austin tomorrow for that… I talked to Nitesh, and…
10 00:01:23.550 ⇒ 00:01:26.209 ABC-55942 StevenMeyer: Pest World for the… he had me and Yvette.
11 00:01:26.400 ⇒ 00:01:28.299 ABC-55942 StevenMeyer: to that dream demo, and I’m…
12 00:01:28.440 ⇒ 00:01:37.950 ABC-55942 StevenMeyer: I hadn’t heard back from Bo, are y’all… do you know if y’all are presenting the check to Bobby tomorrow? Because I thought about… we have our final numbers from the San Antonio fundraiser to present that to Bobby as well, the San Antonio…
13 00:01:38.810 ⇒ 00:01:40.410 ABC-55942 StevenMeyer: money. I don’t know if y’all were.
14 00:01:40.410 ⇒ 00:01:43.270 MattBurns: I think… I think Steven was rolling that all together.
15 00:01:44.040 ⇒ 00:01:50.629 ABC-55942 StevenMeyer: Okay, including the San Antonio dollars? Okay, I have some cash, also, you don’t know about the cash amount, but…
16 00:01:51.080 ⇒ 00:01:51.870 ABC-55942 StevenMeyer: Ugh.
17 00:01:52.250 ⇒ 00:01:54.280 ABC-55942 StevenMeyer: Anyways, okay, we’ll figure it out.
18 00:01:54.880 ⇒ 00:02:00.780 MattBurns: Yeah, I mean, you can bring the cash, but Steven indicated to me he was… He had the…
19 00:02:01.060 ⇒ 00:02:05.209 MattBurns: the San Antonio totals as well. I think he just was payrolls.
20 00:02:05.880 ⇒ 00:02:14.140 ABC-55942 StevenMeyer: Okay, cool. Yeah, I sent him all the payroll deductions, so I’ll let him know the total for the cash, so he can add that into it also. And I’ll bring the cash tomorrow.
21 00:02:15.520 ⇒ 00:02:16.950 MattBurns: Gotcha. Hey, guys.
22 00:02:16.950 ⇒ 00:02:18.079 Uttam Kumaran: Hey, everyone.
23 00:02:18.590 ⇒ 00:02:22.389 ABC-55942 StevenMeyer: Oh, sorry, I can’t see everyone else on my phone, I thought it was just me and Matt.
24 00:02:22.390 ⇒ 00:02:27.090 MattBurns: It was… As soon as you started mentioning cash, all the eyebrows.
25 00:02:27.090 ⇒ 00:02:29.130 ABC-55942 StevenMeyer: Okay, everyone jumped in, there you go.
26 00:02:31.420 ⇒ 00:02:33.810 MattBurns: Just donation money, just donation money.
27 00:02:33.810 ⇒ 00:02:35.959 Uttam Kumaran: No problem.
28 00:02:35.960 ⇒ 00:02:40.370 MattBurns: Anyway, I’m glad you could join, Steven. We had our regular
29 00:02:40.510 ⇒ 00:02:48.790 MattBurns: Brain Forge meeting last Thursday, but we talked a little bit about the call source and decided, well, let’s… let’s have a chat about that today, so…
30 00:02:49.650 ⇒ 00:02:53.019 Uttam Kumaran: Yeah, and maybe I’ll just, and I can just…
31 00:02:53.220 ⇒ 00:02:57.939 Uttam Kumaran: share my screen, but I kind of wanted to even go maybe, like, one step
32 00:02:58.410 ⇒ 00:03:00.860 Uttam Kumaran: Before that, and even just, like, talk…
33 00:03:01.330 ⇒ 00:03:09.050 Uttam Kumaran: Roughly about, like, where there may be, like, even better or more important ways to…
34 00:03:09.270 ⇒ 00:03:18.020 Uttam Kumaran: to kind of leverage us. And so, one of the things I kind of want to talk through today, and let me just get this up on my screen…
35 00:03:23.200 ⇒ 00:03:23.890 Uttam Kumaran: Okay.
36 00:03:25.740 ⇒ 00:03:30.960 Uttam Kumaran: So… you know, when we first… I was talking to Amber about this,
37 00:03:31.240 ⇒ 00:03:40.660 Uttam Kumaran: last week, and I was like, yeah, we’re thinking about this call… we’re thinking about call source, and we have a bunch of questions, but, you know, for me, it’s like, okay, I want to kind of even understand, like, is CallSource the biggest
38 00:03:41.310 ⇒ 00:03:52.090 Uttam Kumaran: problem we could be working on, and, like, have we had a conversation yet with Matt, Yvette, and Steven on just, like, okay, where else? You know, I think one of the things that I… I told Amber is, like, look, I think we’ve…
39 00:03:52.610 ⇒ 00:04:11.079 Uttam Kumaran: when we first came in, you know, we had a narrow lens on just customer service, but I think what you guys have hopefully, you know, seen about us is that we sort of run into whatever the problem is and sort of figure out the most impactful solution. And so, one of the things that, you know, I wanted to sort of… I kind of highlight
40 00:04:11.150 ⇒ 00:04:21.400 Uttam Kumaran: I kind of highlighted to Amber about how we think about our clients, and increasingly, as we’re… we sort of looked around all the clients we’re supporting, and it’s like, look, we…
41 00:04:21.570 ⇒ 00:04:34.339 Uttam Kumaran: we feel like we… we’re able to support in many areas within data and AI, but really what we’re hopefully to support is outcomes. And so one of the things I just want to make sure is that
42 00:04:34.520 ⇒ 00:04:41.949 Uttam Kumaran: you know, we’ve gotten this great win on Andy, and we’re continuing to invest there, but where else in the business do you see…
43 00:04:42.120 ⇒ 00:04:45.260 Uttam Kumaran: You know, could we potentially play a major impact?
44 00:04:46.960 ⇒ 00:04:54.900 Uttam Kumaran: And I think CallSource is a good example of something where there is… there is some issues there that we could switch, but I was like, hey, even step back before CallSource.
45 00:04:55.080 ⇒ 00:05:11.359 Uttam Kumaran: like, I would just even love to ask questions about, like, where else in the business there are challenges, or where else, if you were to put our brainpower towards, we could affect, you know? And roughly, like, you know, we’ve… as part of this call, we came up with a couple of opportunities, but…
46 00:05:11.790 ⇒ 00:05:19.639 Uttam Kumaran: you know, I certainly am interested in hearing, you know, where across even sales, or across, like, actual service delivery.
47 00:05:19.830 ⇒ 00:05:38.889 Uttam Kumaran: you know, you, Matt, Steven, and Yvette, you think we could… we could help out on? And of course, our levers for that are through measurement, through AI, but, you know, we’ve… we even did some brainstorming and have some ideas for y’all, but I would like to start the kind of conversation there, is like, what other
48 00:05:39.030 ⇒ 00:05:41.580 Uttam Kumaran: sort of KPIs can we affect?
49 00:05:41.770 ⇒ 00:05:45.249 Uttam Kumaran: That may or may not be, you know, higher leverage than call source.
50 00:05:45.560 ⇒ 00:05:50.290 Uttam Kumaran: You know, even across, like, the ABC business,
51 00:05:50.400 ⇒ 00:05:53.059 Uttam Kumaran: You know, that’s… that’s probably my… my first question.
52 00:05:55.150 ⇒ 00:05:57.050 MattBurns: Yeah, wow, I… okay, I wasn’t expecting.
53 00:05:57.050 ⇒ 00:06:05.540 Uttam Kumaran: Sorry, I didn’t… I know I didn’t… we didn’t… we didn’t prepare y’all for a little bit of a broader view, but… Yeah. I don’t know, I just think I want… I want to make sure that…
54 00:06:05.980 ⇒ 00:06:07.010 Uttam Kumaran: we…
55 00:06:07.290 ⇒ 00:06:25.630 Uttam Kumaran: that you’re getting the most out of every hour that we put in, and that we can… we certainly have a wide variety of skill sets and ways that we’ve supported clients that I’m happy to share, but of course, like, always for all of our clients, what’s important is money in the door and less money out the door, and of course, I’m very… I’m oversimplifying.
56 00:06:26.580 ⇒ 00:06:35.559 Uttam Kumaran: Yeah, I guess that’s kind of, like, where I wanted to start, because I know 6 months ago, or whenever we started working, we sort of isolated this, and maybe we can isolate another area that may be important.
57 00:06:37.380 ⇒ 00:06:39.069 MattBurns: Yeah, I mean, I think we…
58 00:06:39.190 ⇒ 00:06:45.189 MattBurns: We, of course, started with the customer service group, because at the time.
59 00:06:45.490 ⇒ 00:06:52.079 MattBurns: And still, I mean, it’s a critical area, just in terms of that’s the customer interface.
60 00:06:52.280 ⇒ 00:07:01.620 MattBurns: And the employee interface that, if we can really speed that up and get it working right, it affects so many areas of the business, and that’s…
61 00:07:02.150 ⇒ 00:07:05.089 MattBurns: You know, that’s one of the reasons why we keep
62 00:07:05.330 ⇒ 00:07:12.410 MattBurns: keep going down that road, because it does affect so much, and if it’s, like I said, if it’s… if it’s working smoothly.
63 00:07:12.590 ⇒ 00:07:19.260 MattBurns: It’s beneficial to both the customers and the… and our… Service providers, because that’s… You know…
64 00:07:19.460 ⇒ 00:07:23.659 MattBurns: That’s the linchpin between the two, and
65 00:07:24.090 ⇒ 00:07:29.970 MattBurns: So that’s why we concentrated there. I mean, or… you know, it’s funny, we had a meeting just a little while ago about
66 00:07:30.780 ⇒ 00:07:39.830 MattBurns: a little bit on, you know, kind of employee engagement in terms of, actually using AI to
67 00:07:39.990 ⇒ 00:07:48.559 MattBurns: help us with employee engagement. There’s a group out there, actually, that Scott Harmon brought to us again, Utam, to kind of look…
68 00:07:48.810 ⇒ 00:07:51.950 MattBurns: you know, does… does AI have a…
69 00:07:52.420 ⇒ 00:08:05.870 MattBurns: A voice in engagement, just in terms of… instead of doing a survey once every 6 months, or once a year, and getting a number back on a survey, and what do you do with it?
70 00:08:06.310 ⇒ 00:08:09.470 MattBurns: this AI piece, kind of,
71 00:08:09.880 ⇒ 00:08:19.809 MattBurns: Accelerates that so that it’s a little bit more of an ongoing sampling, and you get an ongoing score, and then also suggestions as to
72 00:08:20.100 ⇒ 00:08:30.180 MattBurns: how the supervisor can help when there’s some dissatisfaction or whatever else. So, you know, when we did our strategic plan a couple of years ago.
73 00:08:30.300 ⇒ 00:08:36.059 MattBurns: The three major areas were, you know, communication, engagement, and training.
74 00:08:38.090 ⇒ 00:08:46.180 MattBurns: You know, so… Certainly, Brain Forge, Has… has…
75 00:08:47.590 ⇒ 00:08:52.850 MattBurns: You know, just the help you’ve done on the customer service piece also gives us
76 00:08:53.000 ⇒ 00:08:56.450 MattBurns: You know, a way to put our training in place, and a way to
77 00:08:57.210 ⇒ 00:09:05.260 MattBurns: solidify everything in one area, as opposed to having, you know, different cheat sheets all over the place, and doing so… so all that’s…
78 00:09:05.870 ⇒ 00:09:15.929 MattBurns: Going toward these… strategic goals, and… and those three goals, of course, Overlap in so many areas.
79 00:09:16.550 ⇒ 00:09:23.979 MattBurns: But… in the AI piece, you know, Bobby just got back, Steven, you just got back from the…
80 00:09:24.300 ⇒ 00:09:30.339 MattBurns: national convention, and, you know, I kind of debriefed with Bobby a little bit, but… I mean.
81 00:09:30.480 ⇒ 00:09:33.160 MattBurns: the way the AI piece is going for
82 00:09:33.480 ⇒ 00:09:40.819 MattBurns: For so many parts of the business, even… even into… advertising and…
83 00:09:42.240 ⇒ 00:09:46.949 MattBurns: customer feedback… I mean, Steven, maybe you can elaborate a little bit on that, because it’s just…
84 00:09:47.280 ⇒ 00:09:55.790 MattBurns: It seems like it’s, it’s just ever-present, and it’s changing so fast, particularly in the advertising landscape.
85 00:09:56.250 ⇒ 00:10:01.960 MattBurns: You know, whether it’s… I mean, TikTok, or… You know?
86 00:10:02.120 ⇒ 00:10:10.650 MattBurns: facebook, or just other social media that, you know, we’re trying to keep up with, but it’s changing so fast, it’s like, I don’t know, so…
87 00:10:11.220 ⇒ 00:10:14.470 MattBurns: Yvette, Steven, I don’t know what y’all want to weigh in or something.
88 00:10:14.680 ⇒ 00:10:25.540 ABC-55942 StevenMeyer: Yeah, I think, you know, Utom, you know this as well, you know more about AI than we probably ever will already, and you know how fast it’s changing. There’s a lot at the conference as usual. You know, the hard part is still…
89 00:10:25.770 ⇒ 00:10:28.940 MattBurns: as my theory, I assume you would agree that.
90 00:10:29.170 ⇒ 00:10:46.009 ABC-55942 StevenMeyer: there’s gonna be consolidation at some point. There’s so many different organizations doing different things, and who do you go with? Do you get in bed with one person, then they go out of business, or they sell, or do you go out of the box for customization? We… we’re so unique that we like the customization, and that’s what we like about y’all. So, you know, I view y’all as a little bit of…
91 00:10:46.220 ⇒ 00:10:57.139 ABC-55942 StevenMeyer: consultants, maybe that means we need to be better about having some meetings like this. You know, we, I think, Matt, you’d agree, after Bobby’s back from that, we ought to have some kind of meeting, you know, Sally Bat, Matt, Bobby, Bo, okay, what…
92 00:10:57.770 ⇒ 00:11:07.140 ABC-55942 StevenMeyer: what do we want to use AI for? What’s our kind of AI plan in the future? And then kind of utilize y’all. You know, I think we’ve built a good enough relationship. We trust y’all to say.
93 00:11:07.220 ⇒ 00:11:21.660 ABC-55942 StevenMeyer: yeah, we like AI, we think AI could do this, come to y’all, say, is that a good use of AI, and is it something y’all could do? And I trust you’re gonna give us the straightforward that, no, that’s probably not a good use for AI, or yeah, but we’re not in the best of that, maybe you can use someone else.
94 00:11:21.720 ⇒ 00:11:32.619 ABC-55942 StevenMeyer: again, I’m just throwing this out there, but I assume Matt feels the same way, that we trust y’all enough, I think we’ve got a good relationship, that y’all know more than we do that could lead us in the right direction, but yeah, we gotta kind of determine
95 00:11:32.840 ⇒ 00:11:43.080 ABC-55942 StevenMeyer: where do we use AI? You can’t go overboard, but we don’t want to be left behind, because there’s a ton of different uses of the data, the KPIs you’ve got up there, KPIs is a big thing we’re working on.
96 00:11:43.080 ⇒ 00:11:49.879 Uttam Kumaran: Yeah, and that’s why… that’s where I would say is my push to start there, is… is the easiest ways to figure out
97 00:11:50.150 ⇒ 00:11:56.339 Uttam Kumaran: like, what are the KPIs in the business, and which one is either lagging the most, or is the lowest hanging fruit?
98 00:11:56.370 ⇒ 00:12:14.560 Uttam Kumaran: you know, when we think about your business, of course, there’s the marketing side, there’s, like, the awareness side, there’s, of course, the sales, whether that’s inbound and outbound. Some of my questions were about sort of hearing about that. There’s, of course, the delivery and the organization of service, and there is the customer retention, customer satisfaction.
99 00:12:14.720 ⇒ 00:12:27.179 Uttam Kumaran: And of course, you know, there’s a plethora of opportunities within there, but it all has to start over having something to measure. And right, that’s why when we came in, for me, the biggest things to measure were those average handling times.
100 00:12:27.180 ⇒ 00:12:36.610 Uttam Kumaran: was to talk directly to the CSRs to say, like, are the conversations happening better? Where we’re going into call source and things like that is actually measuring the transcripts.
101 00:12:36.610 ⇒ 00:12:48.699 Uttam Kumaran: Right? But it all… for us, our North Star for everything is measurement, because I can’t tell you we’ve gotten there if we don’t see where… where we are and have a clear grasp. So whether that is, like.
102 00:12:48.700 ⇒ 00:13:01.850 Uttam Kumaran: okay, we need our inbound lead volume to go higher. Okay, that in itself, there’s some discovery to be done, and a way to isolate, right? And that’s a little bit of what we’ve done, but another thing that we commonly do for a lot of folks
103 00:13:01.910 ⇒ 00:13:14.519 Uttam Kumaran: You know, in… in this world is, like, a voice-of-the-customer analysis, which is, hey, we need an understanding of, like, what are the services we should offer, what are key things we should change to our customer service or delivery.
104 00:13:14.520 ⇒ 00:13:27.520 Uttam Kumaran: We basically just, like, look through all of… we go run interviews, we look through all of the inbounds, and all the transcripts, which we have a lot of data from, produce, like, a report on, like, here’s what the customer is asking for.
105 00:13:27.750 ⇒ 00:13:47.239 Uttam Kumaran: You know, there’s a lot of stuff, even continue on the service side, right? And this is where we’re already there, which is we talked about, hey, can, you know, some percentage of the inbound calls start to get handled by AI, which is simple just routing and scheduling, right? So there’s still further areas in service. But I think when I was talking to Amber, I was like, look.
106 00:13:47.440 ⇒ 00:14:01.210 Uttam Kumaran: I think we could go one area or another, but I want to make sure that they’re spending money with us where we can impact the most, and it’s aligned towards one of those KPIs, whether it’s on the sales side, whether it’s continuing
107 00:14:01.210 ⇒ 00:14:09.850 Uttam Kumaran: on the customer service side, and even within one of those sectors, there’s many things, right? There’s customer satisfaction versus the amount of money spent in customer service.
108 00:14:10.540 ⇒ 00:14:23.240 Uttam Kumaran: You know, so that’s what’s helpful for me to understand, like, what those goals are, and then how we can make sure that we align. And again, we want to be towards outcomes. Like, I think a lot of consultants will come in and just build and build and build.
109 00:14:23.280 ⇒ 00:14:31.590 Uttam Kumaran: But I… I know that, like, I want to make sure that we are taking that number from X to Y, right, and we can put our stamp on that, that that’s what we deliver.
110 00:14:32.100 ⇒ 00:14:33.300 Uttam Kumaran: That’s what’s important to us.
111 00:14:33.300 ⇒ 00:14:37.649 MattBurns: Yeah, and Utom, I appreciate that. Well, go ahead, Yvette, to get your spin here.
112 00:14:37.650 ⇒ 00:15:01.539 YvetteRuiz: Oh, no, I was… I was just gonna comment on some of the stuff, you know, piggyback off of what Steven said, and then some of the stuff that, you know, we’ve been trying to work on, right, when we started working with you guys. And, you know, yes, it is about the measurements and finding out, like, the cancellation piece of it. I think that that’s a huge thing that we really need to start working on to really identify, you know, hey, how can we better.
113 00:15:01.540 ⇒ 00:15:05.300 YvetteRuiz: That to save our customers, and kind of do the measurements on that.
114 00:15:05.300 ⇒ 00:15:30.190 YvetteRuiz: you know, there’s the other platform where, you know, these transcripts are huge to be able to get a heat map, if you will, to identify the type of phone calls that do come into our business, because you just said it right now, Utem, is, okay, how much of that can go to an AI? And I know I have a conversation like that with Steven, you know, is it… do we have 30% of our calls that come in that are just payments, right? We can shift those over, possibly, to a payment
115 00:15:30.320 ⇒ 00:15:36.360 YvetteRuiz: So then that way, we open up our agents to be focused more on the, you know, the more complex
116 00:15:36.360 ⇒ 00:15:53.710 YvetteRuiz: or the routing piece of it and stuff. We’ve never really been… those are big things, I feel like, for us that we’d want to get into, because then… then we can get a lot more efficient, or it fills the hiring gap, if you will. And so I’m just kind of thinking in the lines of that.
117 00:15:53.740 ⇒ 00:16:10.289 YvetteRuiz: Because I just… I went back through all the cost source and everything that we were doing, because cost source is… is looking at the transcripts and really breaking it down and identifying the areas, but… and then you talked about leads earlier, right? What about the lead conversions, okay? The leads that come in here.
118 00:16:10.450 ⇒ 00:16:24.729 YvetteRuiz: because we’re not… CallSource doesn’t listen to every phone call, but I think it would be very interesting, and I know at some level, Dream tracks us… Dream tracks that to a certain extent, but it would be very good to keep track of those leads that do come in. How many of those leads are we converting?
119 00:16:24.730 ⇒ 00:16:34.800 YvetteRuiz: Then you go into the web… the web request, right? Like, how many of those are coming to us? How many are we actually closing? How many are we executing? I think those are very impactful,
120 00:16:34.800 ⇒ 00:16:40.669 YvetteRuiz: you know, metrics that we do want to keep track of. That’s kind of, you know, what I was thinking along the lines.
121 00:16:40.670 ⇒ 00:16:54.290 Uttam Kumaran: Yeah, like, you know, like, a simple example is… me and Amber, we went through the inbound funnel, and I put in my zip code, and it’s… it is kind of difficult to book a meeting, and you get reached… you have to get reached out to, and so…
122 00:16:54.290 ⇒ 00:17:02.450 Uttam Kumaran: there’s even opportunities on this for optimization, right, and opportunity, but see, the deal that I would… I want to go as, okay, what is our…
123 00:17:02.610 ⇒ 00:17:16.129 Uttam Kumaran: like, page view to, like, conversion, and then what is our, like, of those leads, like, how many get converted? And if, for me, I want to say, okay, I want to look at that problem and say, I think I can get an extra 15% bump.
124 00:17:16.500 ⇒ 00:17:22.710 Uttam Kumaran: So then it helps for me to quantify that, and then that’s what we go after. Typically, in my world.
125 00:17:22.750 ⇒ 00:17:39.469 Uttam Kumaran: I would just say, okay, we need an extra X amount of money just to, like, attack a series of problems. Instead, it’s like, when we came in, we had a couple of key KPIs to attack. Similarly, like, if we were to take inbound leads, for example, if I can get us increased, like, 20% of…
126 00:17:39.470 ⇒ 00:17:51.520 Uttam Kumaran: leads to booking, or booking to conversion, okay, what would that be worth to the ABC business? And then, okay, now I can start to think about what would it take for us to deliver that, and then we…
127 00:17:51.530 ⇒ 00:17:54.919 Uttam Kumaran: That would be the way we, you know, we try to…
128 00:17:55.060 ⇒ 00:18:11.899 Uttam Kumaran: to get your business. And, like, that’s what’s important to me, and I just think there’s a wealth of opportunity, even Yvette, just within what you said, but on the inbound lead side, on some of the digital side, and so that’s, like, that’s kind of, like, where I want to head, is I think we can deliver a lot more
129 00:18:11.980 ⇒ 00:18:19.650 Uttam Kumaran: for y’all, we can do it in a way that’s clearly measurable, and that you… certainly, for every dollar spent with us, there’s, like, a huge ROI.
130 00:18:21.750 ⇒ 00:18:28.549 MattBurns: Well, obviously… We do get concerned sometimes on the conversion rate of, you know.
131 00:18:29.300 ⇒ 00:18:36.670 MattBurns: a visit to the site, and we don’t convert it, or a phone call, we don’t book the appointment, and those kind of things. I mean, those are real dollars, certainly.
132 00:18:36.670 ⇒ 00:18:37.590 Uttam Kumaran: Yeah.
133 00:18:37.830 ⇒ 00:18:38.720 MattBurns: So
134 00:18:39.500 ⇒ 00:18:45.000 MattBurns: you know, I think you’re right, we’ve looked at it up to this point, maybe more along the lines of
135 00:18:45.270 ⇒ 00:18:51.920 MattBurns: Handling the phone call better by our CSRs, by giving them
136 00:18:52.370 ⇒ 00:19:01.500 MattBurns: easier access to information, or the correct information, or… but… but yeah, there’s a… there’s a bigger picture, too. It’s like, okay, because…
137 00:19:02.640 ⇒ 00:19:12.599 MattBurns: Bobby kind of quoted me one statistic that somebody said that he was kind of blown away. There was… it was roughly 50%, I can’t remember which side of it, that said
138 00:19:13.020 ⇒ 00:19:16.309 MattBurns: they’d rather talk to an AI agent than a person.
139 00:19:16.680 ⇒ 00:19:20.999 MattBurns: Which I thought was surprising, but… In a lot of cases.
140 00:19:21.460 ⇒ 00:19:29.090 MattBurns: people don’t want to interact with another person. They just want to get their objective achieved.
141 00:19:29.270 ⇒ 00:19:34.420 MattBurns: And if it’s booking an appointment quickly and accurately,
142 00:19:35.280 ⇒ 00:19:38.449 MattBurns: Most people, or a lot of people, apparently, would rather do it
143 00:19:38.680 ⇒ 00:19:43.740 MattBurns: through an AI process that’s quick and easy, as opposed to talking to somebody, which was surprising, but…
144 00:19:43.740 ⇒ 00:19:46.390 Uttam Kumaran: even via text. And, you know, I could speak for…
145 00:19:46.390 ⇒ 00:19:47.200 MattBurns: Sure, sure.
146 00:19:47.200 ⇒ 00:20:01.150 Uttam Kumaran: for, like, my generation of folks, is it’s you’re 100% on point, and you have a lot of new homeowners and folks like that that will look up home care, and if they see the phone call, they’re like, oh, I didn’t know I had to book a phone call, like, I’d rather just.
147 00:20:01.170 ⇒ 00:20:07.379 MattBurns: them in a form or text, right? And so, I guess what I’m saying is, like, those are all opportunities where, like, we’ve…
148 00:20:07.620 ⇒ 00:20:22.230 Uttam Kumaran: to give you a sense of, like, our business, we work with a ton of e-commerce, a ton of B2B software companies, where this all is a huge part of what we do, which is all around CRO, which is just, like, conversion rate optimization, this is around just increasing
149 00:20:22.340 ⇒ 00:20:40.039 Uttam Kumaran: revenue, and it’s all around the revenue side of the business. We also do a lot on, sort of, the profit side of the business, but really increasing the amount of leads, increasing the quality, increasing your ability to observe them, and I think there’s a lot of low-hanging fruit, but again, why I would back up and say, like, does this
150 00:20:40.180 ⇒ 00:20:44.589 Uttam Kumaran: Does that line up with… ABC’s strategic goals.
151 00:20:44.790 ⇒ 00:20:58.920 Uttam Kumaran: You know, and then, okay, if… if you think there’s budget there, what I would want to do is say, okay, I think, given the X amount of hours from our team, we can deliver this outcome, and here’s kind of the couple things that we would… we would attack.
152 00:20:59.170 ⇒ 00:21:00.040 Uttam Kumaran: And then that’s…
153 00:21:00.040 ⇒ 00:21:08.349 MattBurns: That’s kind of the… yeah. I was just saying, Utam, we do know that Our overall lead flow
154 00:21:08.730 ⇒ 00:21:13.710 MattBurns: is down. Phone call… phone calls to the building
155 00:21:13.910 ⇒ 00:21:20.060 MattBurns: by and large, or flat, or down, so it’s like, well, whatever traditional
156 00:21:20.810 ⇒ 00:21:26.410 MattBurns: advertising. Again, our marketing director’s really good, and… but…
157 00:21:27.840 ⇒ 00:21:33.620 MattBurns: we’re missing something, Bobby would say, because It’s a growing market.
158 00:21:33.940 ⇒ 00:21:41.570 MattBurns: Yes. And in Austin in particular, we’re flat or down, and is it because… we’re not…
159 00:21:41.800 ⇒ 00:21:48.609 MattBurns: as easily accessible as we think we are, or like you said, you don’t want to make a phone call, you want to do the transaction
160 00:21:48.760 ⇒ 00:21:55.550 MattBurns: Online, or via the web, or over your phone, or whatever, and we haven’t made ourselves
161 00:21:57.910 ⇒ 00:22:06.760 MattBurns: friendly enough, if you will, to be able to handle that transaction well. And that’s really where Bobby was kind of…
162 00:22:07.220 ⇒ 00:22:10.839 MattBurns: Because the NPMA, the National Pest Management Association, was kind of
163 00:22:11.190 ⇒ 00:22:18.439 MattBurns: Putting on the… you know, they have a marketing team or whatever, and they’re really doing a lot of investigation on this as to…
164 00:22:19.170 ⇒ 00:22:23.750 MattBurns: what’s… what’s the way people want to do commerce? And I think…
165 00:22:23.750 ⇒ 00:22:24.400 Uttam Kumaran: Exactly.
166 00:22:24.400 ⇒ 00:22:28.339 MattBurns: Bobby’s point would be we’re a little bit behind the curve.
167 00:22:28.600 ⇒ 00:22:35.700 MattBurns: You know, when you… if all we’re concentrating on is Google search.
168 00:22:35.870 ⇒ 00:22:42.549 MattBurns: for whatever… however complicated that is now, like he said, well, Are we out there?
169 00:22:42.740 ⇒ 00:22:44.100 MattBurns: at all on…
170 00:22:44.220 ⇒ 00:22:58.220 MattBurns: you know, Instagram enough? Are we doing YouTube videos enough? Are we doing, TikTok videos enough? And I don’t think we’re doing any of that, and yet that’s where people are going now.
171 00:22:58.720 ⇒ 00:23:05.799 MattBurns: For a lot of their… Source information on, on, on, on our business or any other business, and
172 00:23:06.070 ⇒ 00:23:13.549 MattBurns: Maybe we don’t… have enough… Knowledge in those areas to really take advantage of it.
173 00:23:13.660 ⇒ 00:23:15.999 MattBurns: And maybe that is where AI can…
174 00:23:16.110 ⇒ 00:23:19.229 MattBurns: Can help us do that, because at the end of the day.
175 00:23:21.000 ⇒ 00:23:27.950 MattBurns: You know, our profit margin’s suffering a little bit, whether it’s from lower revenues or higher expenses, so…
176 00:23:27.950 ⇒ 00:23:28.600 Uttam Kumaran: Yes.
177 00:23:28.600 ⇒ 00:23:30.900 MattBurns: what side do you want to concentrate on? Both are.
178 00:23:30.900 ⇒ 00:23:31.370 Uttam Kumaran: Yes.
179 00:23:31.370 ⇒ 00:23:33.050 MattBurns: We’re important, you know?
180 00:23:33.050 ⇒ 00:23:50.719 Uttam Kumaran: But as you know, like, even for customer service, you can’t… there… there is a floor, right? Like, you… you can optimize to a point, but ultimately, the other parts of the equation are, can you… can you acquire the customer for cheaper, right? And then can you deliver the service
181 00:23:50.960 ⇒ 00:24:10.799 Uttam Kumaran: for cheaper, or can you price it higher? And then, of course, you guys are known for doing an amazing job on the customer service side, so your retention is high. So for us, when we think about that, we’re like, okay, where are the problems right now? Is it a lead conversion problem, yes or no? So it’s clear there has to be some discovery there, like, okay, what are the lead conversions to date?
182 00:24:11.060 ⇒ 00:24:23.470 Uttam Kumaran: To be very frank, what we do is we basically bucket, like, okay, this is web, this is through this specific portal, it’s conversions this, this is through phone, so you can isolate all that and get the data for that, and so that is typically, like.
183 00:24:23.600 ⇒ 00:24:34.560 Uttam Kumaran: you just have to come in and do sort of, like, a… an audit of, like, inbound lead funnel, what are all the… all the rates? And then it’s, of course, like, what can you do? And I would tell you that…
184 00:24:34.560 ⇒ 00:24:42.410 Uttam Kumaran: there’s… there are a lot of things that you can do that don’t even involve AI. It’s just on unlocking other channels of booking, simplifying
185 00:24:42.410 ⇒ 00:24:49.950 Uttam Kumaran: Like, the funnel process, making it easier for the team to triage and act on, like, the highest convert… the highest, like,
186 00:24:49.950 ⇒ 00:25:03.300 Uttam Kumaran: odds of converting leads, right? Like, the most urgent, for example. There’s very simple things that y’all can do that I think you would see big wins for, and then certainly there’s opportunity on increasing the amount of lead flow.
187 00:25:03.380 ⇒ 00:25:15.970 Uttam Kumaran: Right? Through different marketing and things like that. And some of that is marketing, some of that is just increasing the amount of channels that, if you guys are doing paid marketing on, so this is a lot of the work, you know, that we do.
188 00:25:16.710 ⇒ 00:25:22.210 MattBurns: Well, then that’s… that’s really interesting, and steven, maybe we can…
189 00:25:23.050 ⇒ 00:25:28.920 MattBurns: grab Bobby for a few minutes tomorrow and have a conversation, because I’d like you know.
190 00:25:29.550 ⇒ 00:25:40.639 MattBurns: Those are a lot of his concerns on the funnel. Like you said, either we gotta bring more people in the funnel, or we gotta do a better job with the people already in the funnel.
191 00:25:41.060 ⇒ 00:25:47.709 Uttam Kumaran: And you guys have a lot of people that are in the funnel. I’m also sure that you guys have a lot of people that have moved on from ABC that you can reactivate.
192 00:25:47.880 ⇒ 00:25:53.760 Uttam Kumaran: Right? With a new offer, and so there are these opportunities. I guess what I’m saying is, like, we’re…
193 00:25:53.940 ⇒ 00:26:12.019 Uttam Kumaran: we’re like a hound, like, you just have to point us at one, and I think we’ve done a lot on the customer service side, and we’re gonna continue to, but I want to… like, we have more muscle, and so if we are… if I go to you, Matt, I’m saying, hey, we need X amount to go after this, I want to make sure that that’s…
194 00:26:12.290 ⇒ 00:26:16.390 Uttam Kumaran: that’s where you want to point us, and that we can sign a deal where you see the ROI.
195 00:26:16.520 ⇒ 00:26:20.720 Uttam Kumaran: You know, whether it is the top most of the funnel, or which part of it.
196 00:26:21.260 ⇒ 00:26:23.809 MattBurns: Well, again, you’re right, if it’s…
197 00:26:24.200 ⇒ 00:26:29.849 MattBurns: That is something that, in one way, you can make tangible in terms of, okay, if I…
198 00:26:30.070 ⇒ 00:26:36.320 MattBurns: Have this conversion rate improve this much, it’s worth this many dollars, and you.
199 00:26:36.320 ⇒ 00:26:36.880 Uttam Kumaran: Yes.
200 00:26:36.880 ⇒ 00:26:39.980 MattBurns: Those dollars, and again, that’s… that’s…
201 00:26:40.500 ⇒ 00:26:45.650 MattBurns: money well spent, for both of us, really, I think you’re right. It’s like, okay, well.
202 00:26:46.040 ⇒ 00:26:51.799 MattBurns: if this amount of… it’s almost like, and I hate to say it, but it’s almost like a…
203 00:26:52.300 ⇒ 00:27:01.580 MattBurns: a collection agency or an attorney going, look, I can save you this, just give me a percentage of the savings. You go, okay, well, that makes sense, otherwise I wouldn’t have had it, you know, so…
204 00:27:01.580 ⇒ 00:27:17.310 Uttam Kumaran: Yeah, but you’d be surprised, I don’t think a lot of people in my line of business want to do things that way. It’s kind of risky, but I just… and we don’t do this for everybody, like, in some situations, I can’t justify the people without knowing there’s some guarantees, but I can tell
205 00:27:17.450 ⇒ 00:27:25.480 Uttam Kumaran: that there are a lot of open opportunities here, and we’ve done a lot in other businesses in this line of work, and so I think it’s important
206 00:27:25.740 ⇒ 00:27:32.990 Uttam Kumaran: that we’re… I’m like, okay, I think we can… we can move the needle for y’all. And another thing is just on measuring, like, if you point us at, like, hey, I…
207 00:27:33.020 ⇒ 00:27:47.330 Uttam Kumaran: I think that the inbound, like, web conversion opportunity is big. So our first job is to go discover, like, okay, what are… what do we see? We do a big audit, and then we look at, okay, like, if we implement a couple of these, I think we can achieve X.
208 00:27:47.330 ⇒ 00:27:55.080 Uttam Kumaran: And here’s… here’s the amount of effort it would take us to do that. That’s… that’s our… that’s our process. And so even if you’re missing the data.
209 00:27:55.190 ⇒ 00:28:00.089 Uttam Kumaran: We would go… we have to go as part of our work to go get that, to do that discovery.
210 00:28:01.010 ⇒ 00:28:04.559 MattBurns: But I think certainly, like, there’s open opportunity.
211 00:28:04.650 ⇒ 00:28:18.080 Uttam Kumaran: within the sales side, and again, we haven’t talked about improvements to service, if there’s ways for us to use data to help improve different services or the products. Certainly, I think there’s opportunity also on reactivation.
212 00:28:18.100 ⇒ 00:28:33.520 Uttam Kumaran: Right? Okay, let’s look through everyone we’ve serviced. Who is still a customer? Why do those people churn? So not only doing an analysis, but then helping your marketing team say, hey, we’re gonna run a reactivation campaign, right? We’re gonna go back to all those people, offer them a new offer, a discount to come back.
213 00:28:33.680 ⇒ 00:28:43.330 Uttam Kumaran: But for your head of marketing, they’re gonna need those lead lists, they’re gonna need to know those reasons, so there’s a lot of digging and discovery to be done. But think about it, if you reactivate
214 00:28:43.790 ⇒ 00:28:46.550 Uttam Kumaran: 10% of those people, when they come back.
215 00:28:46.790 ⇒ 00:28:52.680 Uttam Kumaran: And that’s a lot easier than going out and getting a net new customer, right? So those are the things, I think.
216 00:28:53.160 ⇒ 00:28:59.940 Uttam Kumaran: when I think about ABC, I just think about all these opportunities, and so I just want to make sure that you point us in the direction where you think we’re most needed.
217 00:29:01.470 ⇒ 00:29:06.900 MattBurns: Well, yeah, I guess we didn’t realize a lot of the things that you’re already doing on the commerce side, so that’s interesting.
218 00:29:06.900 ⇒ 00:29:12.800 Uttam Kumaran: Yeah, and that’s where we… we probably didn’t do a great job of… of… of, you know, showing that, but we’ve…
219 00:29:13.120 ⇒ 00:29:25.419 Uttam Kumaran: even since we started working with you, we’ve worked with a broad set of businesses. A lot of them are digital commerce, whether they’re selling CPG, whether they’re selling e-commerce, whether they’re selling software.
220 00:29:25.640 ⇒ 00:29:37.740 Uttam Kumaran: For example, one of our, big clients right now is Insomnia Cookies, and they have, retail and digital. They sell a lot through Uber Eats. We also work with a lot of, like,
221 00:29:38.080 ⇒ 00:29:48.539 Uttam Kumaran: B2B SaaS, and so there’s a different buying and selling and business model there. It’s all recurring revenue subscriptions. But this is kind of, like, what we do, is we go in and commonly
222 00:29:48.650 ⇒ 00:29:54.459 Uttam Kumaran: We’re the ones sort of, like, attacking one part of that equation, the revenue side or the profit side.
223 00:29:54.530 ⇒ 00:30:10.340 Uttam Kumaran: And then that all lends to one area where we say, okay, we’re gonna come in and just spend a couple months just attacking that problem, breaking it down really clearly, implementing… and for us, it’s not just implementing software or throwing AI, it’s a mix of that, it’s a mix of picking great tools, it’s a lot of…
224 00:30:10.470 ⇒ 00:30:14.190 Uttam Kumaran: the people and its process, right? Even for Andy.
225 00:30:14.260 ⇒ 00:30:32.999 Uttam Kumaran: we used some AI, but a lot of it was on the process side, a lot of it was on the people side. And so, just like you said, Steven, like, it’s not gonna be clear who the winners are, there’s gonna be XYZ company that does one small part, and they’re here today, and they’re gonna sell you… tell you they can do everything. It’s just not the case.
226 00:30:33.140 ⇒ 00:30:48.610 Uttam Kumaran: has to be done in this way. And also, the thing is, you’d never go to that vendor, you never go to call source and say, well, I’ll only pay you if you get this ROI, right? They’re never… they never sign the deal. And so that’s, I think, what the advantage is for some of our clients, is we actually want to be
227 00:30:48.780 ⇒ 00:30:51.460 Uttam Kumaran: Outcomes-driven, you know, as much as we can.
228 00:30:53.150 ⇒ 00:30:55.230 MattBurns: Yeah, yeah.
229 00:30:55.570 ⇒ 00:30:57.169 ABC-55942 StevenMeyer: Yeah, I think we just…
230 00:30:57.580 ⇒ 00:30:58.109 MattBurns: Go ahead.
231 00:30:58.110 ⇒ 00:31:03.310 ABC-55942 StevenMeyer: Again, I’ll be there a little bit tomorrow if we want to, but obviously, I mean, I like what you say, you, Tom, you know.
232 00:31:03.840 ⇒ 00:31:08.980 ABC-55942 StevenMeyer: we talked a lot of… a lot on this meeting, there’s a million places we could use it. We gotta… we gotta pick…
233 00:31:09.530 ⇒ 00:31:18.460 ABC-55942 StevenMeyer: like you said, Utom, the… what’s the highest ROI for us to go after? Because, like I said, we get crazy going after marketing, and then sales, and the.
234 00:31:18.460 ⇒ 00:31:18.820 Uttam Kumaran: Yeah.
235 00:31:18.820 ⇒ 00:31:28.450 ABC-55942 StevenMeyer: and then KPIs, and then what do we want to kind of… and that’ll be kind of Matt and Bobby, y’all’s decision on, yeah, do we want to focus more on the profitability side, or the marketing side, the sales side, and my own side, but…
236 00:31:28.670 ⇒ 00:31:44.779 ABC-55942 StevenMeyer: I think there’s a lot of use for it, and we realize that it’s kind of trying to figure out what direction we go without getting lost in the weeds and taking it one bite at a time. I think, obviously, we’ll love y’all’s input as well, now knowing that y’all have done some of that, to kind of say where’s the best direction to go.
237 00:31:45.250 ⇒ 00:31:48.939 MattBurns: Yeah, and maybe, Steven, the way to facilitate that is to have
238 00:31:49.120 ⇒ 00:31:58.540 MattBurns: Utom come in for an hour and actually talk to Bobby. We’ll get Bo here, yourself, whoever. Yeah, I think so. And just say, okay.
239 00:31:59.380 ⇒ 00:32:08.369 MattBurns: you can do exactly what you just did, Utom, is explain a little bit more about what you guys can do, maybe from an e-commerce standpoint, because.
240 00:32:08.370 ⇒ 00:32:09.010 Uttam Kumaran: Yeah.
241 00:32:09.180 ⇒ 00:32:17.640 MattBurns: I know Bobby’s… Probably biggest frustration is that Yeah, our…
242 00:32:17.810 ⇒ 00:32:23.959 MattBurns: Our lead flow in a growing market Essentially, is flat or down.
243 00:32:24.390 ⇒ 00:32:27.230 MattBurns: So we’re having to do more things
244 00:32:27.790 ⇒ 00:32:33.729 MattBurns: Internally, whether it’s bundling, or discounting, or whatever, there’s a cost to that.
245 00:32:33.730 ⇒ 00:32:34.440 Uttam Kumaran: Totally.
246 00:32:34.620 ⇒ 00:32:38.220 MattBurns: So we’re having to offset those lower…
247 00:32:38.900 ⇒ 00:32:42.070 MattBurns: New leads, or new entries into the business with
248 00:32:43.280 ⇒ 00:32:52.730 MattBurns: doing more with our existing customers, or discounts, or whatever, but still, it’s like, well, why isn’t our… why isn’t the pie growing? We’re trying to do a better job.
249 00:32:52.920 ⇒ 00:32:57.330 MattBurns: Slicing it up, but the pie should be bigger, so…
250 00:32:57.850 ⇒ 00:33:13.880 MattBurns: having you come in and say, look, this is what we’re good at, let’s identify some areas. I think between Bobby and Bo in particular, Steven on that… on their side of it, they’re more doing the revenue and the marketing, so to speak, and…
251 00:33:14.720 ⇒ 00:33:21.420 MattBurns: maybe they have some thoughts as to, oh, wow, but I… but I know whether it’s conversion.
252 00:33:21.540 ⇒ 00:33:27.439 MattBurns: or just bringing more people into the funnel, both of those would be very exciting and… and…
253 00:33:27.670 ⇒ 00:33:31.090 MattBurns: like you said, I think we could… probably put…
254 00:33:31.360 ⇒ 00:33:37.450 MattBurns: a value to it that says if it increased this much, it’d be worth this many dollars, so…
255 00:33:37.960 ⇒ 00:33:39.940 ABC-55942 StevenMeyer: That may be… Yeah, one thing I can do…
256 00:33:40.270 ⇒ 00:33:40.619 Uttam Kumaran: Yeah, go ahead.
257 00:33:40.620 ⇒ 00:33:55.320 ABC-55942 StevenMeyer: I think it’d be great, yeah, obviously come with some ideas, like you already have, you know quite a bit about ABC, but then also with some examples, I hate, because again, yeah, we didn’t, I think, do everything, but here’s some examples, some real world. We worked with so-and-so, and this is what happened. It’s easier to kind of digest.
258 00:33:55.320 ⇒ 00:33:55.710 Uttam Kumaran: Totally.
259 00:33:55.710 ⇒ 00:33:58.419 ABC-55942 StevenMeyer: Yeah, maybe that could work for us, too.
260 00:33:58.550 ⇒ 00:34:03.120 Uttam Kumaran: Yeah, I’d love to set that up, and again, I think… I think this is perfect, so we’ll just come with, sort of.
261 00:34:03.230 ⇒ 00:34:07.050 Uttam Kumaran: And ideas on a little… on each of those situations, all the way from…
262 00:34:07.570 ⇒ 00:34:10.160 Uttam Kumaran: Most top of funnel, like, awareness.
263 00:34:10.340 ⇒ 00:34:17.009 Uttam Kumaran: All the way down into, sort of, service and customer service, and maybe just, like, one slide on the section with a couple of ideas.
264 00:34:17.070 ⇒ 00:34:31.910 Uttam Kumaran: And then we can have that discussion. And I think, for me, it’s helpful to learn what’s been tried, what’s already in motion, and then what’s not been tried, and that way, we can show you, certainly for other clients, like, what’s… what’s working. Like, we… we work with
265 00:34:32.320 ⇒ 00:34:42.289 Uttam Kumaran: You know, a lot of clients across the spectrum, and especially for a lot of our clients who do a lot of e-commerce, a lot of digital, they’re seeing a ton of advantage
266 00:34:42.290 ⇒ 00:34:52.969 Uttam Kumaran: In getting leads in the funnel, enrich them, putting them into different funnels, you know, to… to get reached out to via automatic email campaigns and things like that, and…
267 00:34:53.030 ⇒ 00:35:12.810 Uttam Kumaran: you’re able to increase the amount of people that you affect that get into the funnel, right? Versus taking the hit on discounts or bundling just because you have a limited set of people, and you have to close, right? So, it’s a very simple equation to understand, but there are a lot of pieces, so I’d love to come to the table with ideas about different… different pieces, and then
268 00:35:12.810 ⇒ 00:35:20.389 Uttam Kumaran: you know, see if we can have a conversation. So, yeah, I’m happy to, and I’m… I’m gonna be in town. I think in 2 weeks, I’ll be out…
269 00:35:20.570 ⇒ 00:35:25.379 Uttam Kumaran: But, yeah, I’ll be in… I’ll be in town next week and the week after, so, yeah.
270 00:35:26.130 ⇒ 00:35:27.640 MattBurns: Okay, well, I know,
271 00:35:28.350 ⇒ 00:35:35.340 MattBurns: Bobby’s… I think he’s back out of town on, I believe, Wednesday, but he is back… Next week, so…
272 00:35:35.340 ⇒ 00:35:36.070 Uttam Kumaran: Okay.
273 00:35:36.070 ⇒ 00:35:41.300 MattBurns: We’ll… Steven, let’s chat with him, Yvette, let’s chat tomorrow about it, and…
274 00:35:42.600 ⇒ 00:35:47.169 MattBurns: You know, the call source piece is interesting in a way, because again.
275 00:35:48.260 ⇒ 00:35:51.359 MattBurns: we’re… I don’t want to… I don’t want to drop that ball completely, because.
276 00:35:51.360 ⇒ 00:35:52.390 Uttam Kumaran: Totally.
277 00:35:52.410 ⇒ 00:35:54.960 MattBurns: I know that
278 00:35:56.010 ⇒ 00:36:04.889 MattBurns: we’re not getting everything we thought we were getting at a call source, and if you guys can handle that part of it better, I think we’re still interested in that piece of it, too.
279 00:36:04.890 ⇒ 00:36:15.370 Uttam Kumaran: Totally, and I’ll still present on that piece. In fact, this whole deck, we prepared around just… and I’ll just flash… we prepared the deck all around CallSource, and I kind of came in and was like.
280 00:36:15.480 ⇒ 00:36:35.360 Uttam Kumaran: Well, I don’t know, I think we should just allow… we should share with them more about, like, what we’re doing. Yeah. Like, we mapped out every feature, and then… so we produce a very similar thing around a couple of areas, and totally I want to have the conversation about call source, and if we arrive on that, or a number of things, like, that’d be perfect. But while we’re…
281 00:36:35.480 ⇒ 00:36:38.949 Uttam Kumaran: Yeah. Looking at new opportunities, I think it’d be helpful, so…
282 00:36:39.300 ⇒ 00:36:42.459 MattBurns: Well, again, I… in some ways, and Steven, I don’t…
283 00:36:42.860 ⇒ 00:36:45.550 MattBurns: I don’t know if you’d phrase it this way, but…
284 00:36:46.880 ⇒ 00:36:49.480 MattBurns: I feel like some of this…
285 00:36:50.210 ⇒ 00:36:56.810 MattBurns: It’s like when you go to our website, we’re trying to make it where you can do a lot of commerce on the website.
286 00:36:57.700 ⇒ 00:37:01.480 MattBurns: But it’s kind of not real friendly sometimes. That’s my fear. It’s not…
287 00:37:02.130 ⇒ 00:37:17.689 MattBurns: how do I find this page? It’s not… it’s not shouting out at me, click here, you know, click here and get your, you know, it’s… it’s like I gotta dig for it. Yeah. And people get frustrated about having to dig for something. It’s like any… any site you go to, you’re… you’re like, well.
288 00:37:18.180 ⇒ 00:37:20.659 MattBurns: where do I go next? You know, you want it to be…
289 00:37:21.110 ⇒ 00:37:27.000 Uttam Kumaran: But, you know, for people searching for pest control, I would believe that they have a lot… they’re gonna convert somewhere.
290 00:37:27.040 ⇒ 00:37:29.459 MattBurns: There’s probably some pest issue they’re having.
291 00:37:29.490 ⇒ 00:37:41.959 Uttam Kumaran: Nobody’s really thinking about pests, I think, unless they’re having… right? So, you have them on the hook, and they’re coming to the site, and so the… what we call is, we say the intent is very high, but their intent to convert is very high.
292 00:37:41.960 ⇒ 00:37:45.599 MattBurns: Right, but if they get frustrated, They’re going somewhere else.
293 00:37:45.600 ⇒ 00:37:57.720 Uttam Kumaran: Yeah, yeah. And you know, we’re seeing a lot of people, even… a lot of traffic to Brainforce site comes from ChatGPT and stuff, because people just say, like, I need help with my data, and so that’s another thing we’re doing for some clients, is looking at, like.
294 00:37:57.730 ⇒ 00:38:11.300 Uttam Kumaran: for example, I need pest control, I’m in Austin, so people are typing that into ChatGPT right now, and how does ABC end up top of that list, right? But I certainly think commerce through text, commerce through, you know, just, like.
295 00:38:11.400 ⇒ 00:38:23.379 Uttam Kumaran: there’s multiple different ways for you guys to hit that, but for us, it starts, okay, I need… I need to go check out their Google Analytics or whatever, see how many people are coming on, where are they getting stuck in the funnel, and then we optimize, you know?
296 00:38:23.710 ⇒ 00:38:28.059 MattBurns: Well, it’s interesting you mention the chat GPT, because Bobby mentioned that today, said, you know.
297 00:38:28.220 ⇒ 00:38:33.770 MattBurns: For the first time, they’re… I guess this was at one of the marketing seminars there, they said.
298 00:38:33.980 ⇒ 00:38:45.969 MattBurns: you know, Google search is actually down, not because of… not because of Google’s competitors, but because of ChatGPT. People are asking the question of ChatGPT. In other words, now it’s not like
299 00:38:45.990 ⇒ 00:38:57.410 MattBurns: before you’d Google, pest control Austin. You know, now it’s like, you go to chat GPG, and you go, what’s the best pest control solution in Austin?
300 00:38:57.410 ⇒ 00:38:58.130 Uttam Kumaran: Yes.
301 00:38:58.130 ⇒ 00:38:58.679 MattBurns: Gonna give you an.
302 00:38:58.680 ⇒ 00:39:00.550 ABC-55942 StevenMeyer: It’s a, yeah, rest… restaurant…
303 00:39:00.550 ⇒ 00:39:01.250 MattBurns: Awesome, awesome.
304 00:39:01.250 ⇒ 00:39:02.760 ABC-55942 StevenMeyer: And… Yeah.
305 00:39:02.760 ⇒ 00:39:03.130 Uttam Kumaran: Yeah, strong.
306 00:39:03.130 ⇒ 00:39:16.650 ABC-55942 StevenMeyer: in Austin, I want a 5-star Italian in downtown. But yeah, what I’ve heard, and ChatGPT will continue to give more, but the search through ChatGPT is still miniscule compared to Google, but the results it does give is worth, like.
307 00:39:16.670 ⇒ 00:39:30.860 ABC-55942 StevenMeyer: I forget the number, like, a hundred times, because you have a trust in ChatGPT, it’s the same as the Google reviews, Google, but you gotta look through 5 companies, versus if you trust ChatGPT, whatever it tells you, you’re gonna trust, so that lead conversion is way, way.
308 00:39:30.860 ⇒ 00:39:34.530 Uttam Kumaran: But see, you guys also have a lot of things going for it, meaning…
309 00:39:34.560 ⇒ 00:39:52.129 Uttam Kumaran: if you look at ABC Home, like, the 290 office, it’s 4,000 reviews, it’s of course the best company. So, like, it’s just one thing to look at is, like, how is your website structured? Is AI able to capture those pieces on why ABC is the best, and does that get surfaced, right?
310 00:39:52.130 ⇒ 00:40:00.970 Uttam Kumaran: And so, those are all things that… they just take… we have to just do some discovery on finding what is the current channels, like, where are all the current leads coming from?
311 00:40:01.080 ⇒ 00:40:07.929 Uttam Kumaran: Basically segmented by the source, paid, non-paid, and then we look at, okay, like, if we are to get these increased.
312 00:40:08.040 ⇒ 00:40:14.550 Uttam Kumaran: just… there’s two pieces. One, getting more people to the site, and then getting them through that… that form.
313 00:40:14.800 ⇒ 00:40:16.769 Uttam Kumaran: You know, there’s a lot of opportunity.
314 00:40:17.590 ⇒ 00:40:35.140 Uttam Kumaran: you know, that’s… that’s, again, just, like, a week or two of discovery for us to do, and then… so I think, totally, if we can… whether it’s… I mean, I’m here the end of this week, too, I can come… come into the office, or early next week, would love to, and we can just present one slide on each part of the funnel.
315 00:40:35.300 ⇒ 00:40:37.130 Uttam Kumaran: And I think it’ll be a great discussion.
316 00:40:37.650 ⇒ 00:40:46.110 MattBurns: Okay, well, I’ll work on setting that up, because I think it’ll probably have to be next week, but, let me look at that. I’ll send you some invite dates.
317 00:40:46.320 ⇒ 00:40:47.120 Uttam Kumaran: Perfect.
318 00:40:47.170 ⇒ 00:40:49.910 MattBurns: Yeah, that’d be a… But I know this is…
319 00:40:50.530 ⇒ 00:40:56.579 MattBurns: This is… this is at the forefront of all of our thoughts, so, yeah, that’s interesting.
320 00:40:56.990 ⇒ 00:40:58.079 MattBurns: We’ll do that.
321 00:40:58.280 ⇒ 00:41:01.489 Uttam Kumaran: But we won’t forget about call source, Yvette, sorry.
322 00:41:01.490 ⇒ 00:41:04.159 YvetteRuiz: It’s okay, I prepared, I was like, I have all my stuff ready.
323 00:41:04.160 ⇒ 00:41:15.440 Uttam Kumaran: No, I… I… we also wrote… we also wrote a lot about it, and I was like, this is a good opportunity just to see, like, if… where… where they want to leverage us, because we… we do a lot of different things, so…
324 00:41:15.810 ⇒ 00:41:16.629 Uttam Kumaran: Similar to you guys.
325 00:41:17.830 ⇒ 00:41:22.660 YvetteRuiz: I think it’s a lot of good stuff. I mean, I think it’s a lot of things that are out there that we, you know.
326 00:41:22.870 ⇒ 00:41:23.640 MattBurns: Well, actually…
327 00:41:23.640 ⇒ 00:41:24.720 YvetteRuiz: Get a lot from.
328 00:41:25.240 ⇒ 00:41:30.159 MattBurns: I weren’t aware, really, y’all were involved in a lot of that, but that’s interesting that…
329 00:41:30.790 ⇒ 00:41:34.349 MattBurns: That’s where we need… that’s where I feel like we’re lacking sometimes.
330 00:41:34.350 ⇒ 00:41:34.920 Uttam Kumaran: Yeah.
331 00:41:34.920 ⇒ 00:41:43.400 ABC-55942 StevenMeyer: He tricked you, he tricked you, Yvette, but Utom, I must say it was good timing, because, yeah, Bobby’s high on AI right now, so he worked out.
332 00:41:43.400 ⇒ 00:41:50.750 Uttam Kumaran: Some of this is AI, some of this is just data. I mean, that’s my whole background, is all data, and in fact, I think the AI opportunity here was really big.
333 00:41:50.760 ⇒ 00:42:05.269 Uttam Kumaran: But, like, I don’t know, I think there’s just a lot of different areas for you guys to do, like, more digital modernization. AI will come into play in each of those, right? For example, if you have to text a book, you could have AI do some of that, right? So it all…
334 00:42:05.460 ⇒ 00:42:15.379 Uttam Kumaran: lends itself well, and we couldn’t… I couldn’t have even seen the business in its entirety without seeing the service part of it. Like, that’s at the heart of everything, right? So…
335 00:42:15.840 ⇒ 00:42:16.430 MattBurns: Cool.
336 00:42:16.700 ⇒ 00:42:22.769 YvetteRuiz: I think the data is really, really important. I mean, once you’re able to measure that and see, it’s really going to point you to
337 00:42:23.010 ⇒ 00:42:26.379 YvetteRuiz: Where the problem is, or where the things that you need to work on.
338 00:42:26.670 ⇒ 00:42:27.520 MattBurns: For sure.
339 00:42:27.520 ⇒ 00:42:27.990 YvetteRuiz: Huh.
340 00:42:27.990 ⇒ 00:42:29.270 MattBurns: Alright, well, I will set it up.
341 00:42:29.510 ⇒ 00:42:30.220 Uttam Kumaran: Okay.
342 00:42:30.220 ⇒ 00:42:30.820 YvetteRuiz: Alright.
343 00:42:30.820 ⇒ 00:42:31.430 Uttam Kumaran: Alright.
344 00:42:31.430 ⇒ 00:42:32.090 YvetteRuiz: Bye!
345 00:42:32.360 ⇒ 00:42:33.860 Uttam Kumaran: Thank you all. Talk to you soon.
346 00:42:33.860 ⇒ 00:42:35.210 ABC-55942 StevenMeyer: y’all. Bye.