How Lincoln City Football Club is using AI to make all sales interactions high-scoring
Second-tier English League Football contender Lincoln City FC is using customer-engagement AI to capture, transcribe and analyze every conversation between its commercial partnerships team and prospects - giving the team an informed view of the full sales pipeline, while also creating new opportunities to improve internal performance.
On the technology side, this is enabled by AI conversation analytics to analyze transcriptions, tone/sentiment, trends and sales-team performance, while working in lockstep with CRM-integrated call tracking between all the organization’s commercial calls and customer records.
The move, says the East Midlands team’s Head of Commercial, Bobby Copping, means all inbound and outbound sales conversations happen in Lincoln FC’s back office communications platform Teams, but is then instantly trackable in the organization’s central CRM platform, HubSpot.
As a direct result, he says, interaction history is now always visible, account context is available before every call, and follow-up is becoming much more consistent.
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