Proving ROI

Cost per conversation, bookings per 100 calls, and revenue per agentic workflow.

Why most bot ROI fails (and how to fix it)

ROI dies in ambiguity. If you can’t answer “What did one conversation cost, how many became bookings, and how much revenue followed the workflow?” then finance won’t buy in. The fix is three simple metrics, consistently measured across the same stack: AI Callers for outbound callbacks and reminders, AI Receptionist for inbound routing, and InOne CRM for attribution, SLAs, and reporting. Use WhatsApp and WhatsApp Website Integration to finish actions in-thread (book, pay, confirm).

Quick AI fact: small speech-understanding models can detect urgency cues (“today”, “before Friday”) in <500 ms, which boosts bookings per 100 calls because the system proposes earlier valid slots automatically.

1) Cost per Conversation (CPC)

Definition: All costs to run the voice + chat stack divided by the number of resolved conversations (AI-only or AI→human) in a period.
Formula:
(Licences + Minutes + Numbers + Ops Time) / Resolved Conversations

How to lower it without harming CX

• Raise containment with task flows (book/quote/pay), powered by AI WhatsApp Chatbots and your broader Chatbots layer.

• Shorten calls by moving execution to WhatsApp cards (time pickers, quote approvals, payment links).

• Use SLA-aware routing in InOne CRM to avoid long transfers that burn minutes.

Dashboard tiles to pin (weekly): CPC overall, CPC by intent, and CPC by channel (voice vs WhatsApp).

2) Bookings per 100 Calls (B/100)

Definition: For every 100 connected calls, how many confirmed bookings did we create?
Formula:
(Confirmed Bookings / Connected Calls) × 100

Ways to move it up

• Insert a fast AI call step after site or WhatsApp lead capture to exploit peak intent (see AI Callers).

• Offer two helpful defaults on the call (“quick price range now” or “book a 10-min slot”), then drop a WhatsApp card with three times to tap.

• Add T-24h/T-2h WhatsApp reminders to cut no-shows and keep calendars honest (policy-safe templates live in your FAQ).

Benchmark starter ranges: Sales 20–40 bookings per 100 calls; Service/Support 35–65 task completions per 100 calls (adjust by industry/season).

3) Revenue per Agentic Workflow (R/WF)

Definition: Revenue directly attributable to a completed workflow (e.g., AI call → WhatsApp confirm → payment link paid) divided by the number of those workflows run.

Examples to track

• Clinic: AI Receptionist books slot → WhatsApp checklist → deposit paid.

• Real estate: viewing booked → WhatsApp listing card → application fee paid.

• Automotive: test-drive booked → trade-in photos collected → finance pre-qual.

Tag each workflow in InOne CRM so revenue flows to the right playbook, not just “last touch.”

Putting it together: the one-page ROI scoreboard

In Reporting & Analytics, pin these six tiles and review them every Monday:

1. Cost per Conversation (overall + by intent)

2. Bookings per 100 Calls (overall + by campaign)

3. Revenue per Agentic Workflow (by workflow type)

4. Speed-to-Lead (AI caller time-to-dial; first useful WhatsApp reply)

5. Escalation Quality (right-reason escalations, time to human, post-handoff FCR)

6. Opt-out & Template Health (WhatsApp approvals, number quality)

When a number slips, change the playbook, not just the prompt: edit script chunks, tighten fallbacks, or adjust slot suggestions. Because every step runs through AI Callers / AI Receptionist and lands in InOne CRM, improvements are visible in days—not quarters.

Implementation checklist (copy/paste)

• Capture high-intent traffic from your site with WhatsApp Website Integration so UTM + page context follows the user.

• Enable AI Callers for ≤5-minute callbacks and respectful collections/reminders.

• Handle inbound with AI Receptionist for region/skill routing and in-call booking.

• Finish actions in WhatsApp via cards (times, quotes, payments) and store outcomes in InOne CRM.

• Review weekly: CPC, B/100, and R/WF. Promote winning copy; retire weak lines.

Why this earns budget

Finance cares about unit economics. When you can say:

• “Each resolved conversation cost R23.10,”

• “We create 31.7 bookings per 100 calls from CTWA + callbacks,” and

• “Our Closed-Loop Booking workflow earns R412 per run,”
  the conversation shifts from “should we try AI callers?” to “how fast can we scale the workflows that pay?”

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