Customer Stories / Angi

Angi Sees 3X Growth in Key Members, Year-Over-Year

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industry

Home Services

Home services giant, Angi (NASDAQ: ANGI), sees dramatic lift in booking requests per customer by using Regal to call and text members at the right time, with the right message, from personal home specialists.

"Regal allowed us to invest in a personalized conversational experience for our members, and to A/B test how to best support homeowners at key moments."

Leila Kutler

Senior Director, Strategy & Growth, Angi

in numbers

With Regal, the Angi growth team would be able to create (in a self-serve way) customer journeys that would cater to each member’s unique behavior.

Growth in Angi Key Members, year-over-year

14%

SMS Answer Rate

19%

Phone Answer Rate

PROBLEM

Phone Provider Built for Inbound Customer Support, not Proactive Sales Outreach

Leila Kulter, Senior Director of Strategy & Growth, realized that the novel concierge program demanded comprehensive outreach to members with two key requirements. First, smart automated calls and texts, rather than manual outreach by the home specialists. And second, despite the automation, outreach had to be highly personalized, as the very nature of the service was a personal concierge.

Angi’s phone operation was centered around Nice InContact, with hundreds of Angi’s service agents using the platform on a daily basis. For customer support, the platform did what it was designed for. However, for proactive outreach Nice InContact was a bad fit. The team found two crucial limitations:

‍Limitation #1: Calls & Texts Not Coordinated

‍Nice InContact did not have native two way SMS. This meant the team would not be able to call & text members “with one voice”, namely to create a coherent experience for the member. On top of that, calls & texts would also come from two different numbers. This disconnect would not only mean a bad experience for members, but also for Angi’s home specialists. They would need to use one system for calls, and another system for texts, highly inconvenient and inefficient.

‍Limitation #2: No Customer Journeys, No Real Time Triggers

‍Like most other contact center platforms, Nice InContact’s was built for inbound customer support. Outbound dialing was based on uploading CSV files with leads, it had no customer journey (aka workflows) where by different customers would be assigned to different call & text treatments based on their personal and real time behavior. The result would be that members would be put into bulk calling lists (rather than behavioral journeys), and their real time actions would not be accounted for. This would lead to bad member experience and dramatically limit bookings..

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SOLUTION

Regal Powers Branded, Event-Driven Calls & Texts

In Regal, Angi found the platform it was looking for. The growth team would be able to create (in a self-serve way) customer journeys that would cater to each member’s unique behavior. The member’s real time actions would trigger automated calls and texts on behalf of the personal home specialist assigned to that member, giving an impression that they were reaching out manually and personally, providing a super customer experience.

Calls and texts would be coordinated, in terms of both messaging and timing, and would come from the same phone number, which would be branded with Angi’s brand name. In other words, the member would be communicating with their home specialist in exactly the same way as they would with a friend, in a natural unified conversation of calls and texts from one single known contact.

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RESULTS

Boost in Answer rates and booking requests

Within a single quarter Angi saw a 14% SMS answer rate, 19% call answer rate, and an average incremental lift of ~50% on booking requests per Angi Key member.

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