Calling intelligence at the store level: 100% call compliance across 200+ locations

The challenge

The retailer ran an outbound calling programme across 200+ stores. The programme's stated goal was to reactivate lapsed customers and drive incremental basket size from high-value segments. In practice, call compliance ran at 55 to 65 percent - store staff did not know who to call, what to say, or how to record the outcome. Revenue from the programme could not be attributed to individual calls. Store-level performance was invisible from the central team.

The 35 to 45 percent of calls that did happen used unscripted conversations. Outcomes were noted on paper or not at all.

The approach

Interwork deployed Smart Store - a mobile app for store staff that surfaces the daily call list automatically by customer segment and last purchase pattern. Conversations are scripted by segment; the script appears on screen as the call is in progress. Outcomes are captured at the moment of the call with a structured form. Sales linked to calls are attributed via ERP integration.

The central team dashboard shows call volume, compliance rate, outcome distribution, and revenue per call by store, region, and segment - updated daily. No manual reporting.

The outcomes

• Call compliance: 60% → 100% within eight weeks of deployment
• +22% conversion lift for scripted vs. unscripted calls (measured across the parallel run)
• 200+ stores deployed over three months
• Revenue per call tracked and attributed for the first time
• Central team: daily visibility of programme performance across the network

Compliance improved not because enforcement was added but because friction was removed. Store staff knew who to call, what to say, and what to record. The calling programme became a routine part of the shift rather than an additional task that competed with everything else.