How Bridgestone used Delacon’s Call Tracking and Speech Analytics to maximise leads, conversions, and customer experience

_{The Challenge:}
Improver Customer Service and Marketing Performance

Bridgestone is a global leader in tires and vehicle service, operating a network of over 350 stores across Australia, including franchise, company-owned, and licensed locations. As a customer-driven business, every inbound call represents a high-value opportunity—whether for booking services, inquiring about products, or scheduling tire fittings.

To enhance customer service, maximise marketing ROI, and prevent lost sales due to missed calls, Bridgestone partnered with Delacon to implement a comprehensive Call Tracking and Call Management solution—winning Bridgestone’s National Driving Innovation Award for its impact on business growth.

Bridgestone faced several key challenges in optimising its marketing performance and customer service operations:

• Attribution Gaps – While digital marketing efforts were driving significant engagement, offline conversions via phone calls were not accurately attributed, making it difficult to measure true campaign success.
• Missed Call Opportunities – With over 150,000 inbound calls per month, some stores were missing valuable customer inquiries, leading to lost revenue and frustrated customers.
• Manual and Inefficient Reporting – Without automated Call Tracking and analytics, it was challenging to gain insights into call trends, sales conversions, and customer inquiries across their large, multi-location network.

To increase sales, optimise call handling, and refine digital marketing strategies, Bridgestone needed a powerful, integrated call intelligence platform.

_{The Solution:}
A Fully Integrated Call Management & Analytics Platform

With Delacon’s Call Tracking, Call Management, and Speech Analytics, Bridgestone streamlined customer engagement, increased conversions, and optimised its marketing spend—all within a single cloud-based platform.

1. Call Management: Optimising Store Connectivity & Reducing Missed Calls

To ensure every customer call was answered and routed efficiently, Delacon implemented:

• Intelligent IVR & Call Routing – Callers enter their postcode and are automatically routed to their nearest store, ensuring quick and relevant customer service.
• Automated Missed Call Alerts – Stores receive real-time email notifications with the caller’s number, allowing for immediate follow-ups.
• Custom Dashboards & Reporting – A centralised monitoring system provides live visibility into call volume, missed calls, and store performance, enabling proactive improvements in customer service.
• Time-Zone & Open/Closed Hour Adjustments – Call routing automatically adjusts based on the store’s operating hours, minimising lost calls.

2. Call Tracking: Maximising Marketing ROI & Sales Attribution

To bridge the gap between digital engagement and offline phone conversions, Delacon integrated Call Tracking across all marketing channels, including:

• 📌 Website Call Tracking – Measuring inbound calls from organic traffic and landing pages
• 🔍 Paid Search & Google Ads Integration – Optimising bidding strategies based on actual phone conversions
• 📍 Google My Business & Call Extensions – Tracking calls from local search results
• 📣 Yellow Pages, Social Media & SMS/EDMs – Analysing multi-channel engagement

Bridgestone’s Point-of-Sale (POS) system was integrated with Delacon’s Call Tracking—enabling them to track actual sales revenue from phone inquiries. This data was then automatically pushed into the Google Marketing Platform (GA360, SA360, CM), providing insights into:

• Cost Per Lead (CPL)
• Cost Per Acquisition (CPA)
• Return on Ad Spend (ROAS)

3. Speech Analytics & Call Recording: Driving Higher Conversions & Customer Insights

Delacon’s AI-powered Speech Analytics & Call Recording allowed Bridgestone to:

• 🔎 Identify High-Value Sales Calls – Automatically categorise sales inquiries vs. service inquiries.
• 📢 Monitor Customer Sentiment – Understand positive vs. negative call trends to enhance service quality.
• 🎯 Filter & Prioritise Key Calls – Instead of manually sifting through 150,000+ calls per month, Delacon’s AI-driven Speech Analytics filtered high-priority customer interactions for review.
• 💻 Website Optimisation Insights – Calls mentioning specific website pages were flagged, helping to improve online content and user experience.

_{The Results:}
Driving Measurable Business Impact

The partnership between Bridgestone and Delacon delivered game-changing results:

• 📈 Increased store revenue by reducing missed opportunities and ensuring customers were connected with the right store quickly.
• 🎯 Optimised paid search bidding strategies, ensuring marketing spend was focused on converting keywords.
• 💰 Better multi-location marketing attribution, leading to more effective budget allocation.
• 😁 Increased customer satisfaction by identifying and addressing common service concerns.

These insights enabled Bridgestone to refine its customer journey, allocate budget effectively, and drive higher ROI from marketing campaigns.

_{Looking Ahead:}
Expanding Call Attribution Across Channels

Bridgestone now has a 360-degree view of customer interactions, from initial digital engagement to phone conversions and in-store sales. With Delacon’s continued support, Bridgestone plans to:

🔹 Further optimise digital ad spend using AI-driven call data insights
🔹 Enhance training for franchisees using Speech Analytics insights
🔹 Expand its call intelligence capabilities across more locations for a seamless experience.

With Delacon’s award-winning Call Analytics, Bridgestone continues to set the standard for customer service excellence, marketing innovation, and sales growth.