CK Birla increases enquiry reach from 30% to 52%.

Introduction

Fertility enquiries do not move on a one-call timeline. CK Birla Fertility & IVF runs centres across India, with every enquiry landing in LeadSquared. People may enquire, go quiet for a week, then want to talk at nine on a Tuesday evening. The outreach layer needs to stay available across that stretch, stay precise, and hand off to a human counsellor at exactly the right moment.

Challenge

A generic dialer could not fit a sensitive, deeply integrated operation. The team needed more reach without giving up the location, timing, language, and human judgment that fertility conversations require.

• Manual reach had a ceiling

  Fresh enquiries went uncalled while a backlog of older leads waiting for callbacks continued to grow.

• Everything lived in LeadSquared

  Automation had to work inside CK Birla's existing operating system, not beside it as another isolated dialer.

• No room for incorrect context

  The information shared on an IVF call has to be precise, with the right centre, timing, and language for each person.

• Callbacks and human help mattered

  A promised time had to be honoured, and questions that needed a counsellor had to reach one without delay.

Approach

One guarded agent, embedded inside LeadSquared. The agent dials, qualifies, mirrors the caller's language, maps the right centre, and knows when the next useful action is a live human transfer.

• Calling automated end to end

  Voice agents work fresh enquiries and the backlog together, scaling with the list instead of the size of a calling team.

• A custom LeadSquared integration

  Campaigns start from selected leads inside LSQ, and every call returns stage, intent, and a score to the same lead record.

• Language, knowledge, and location

  The agent stays inside hard IVF guardrails, mirrors a caller's language, and resolves the nearest centre across more than 50 cities.

• Callbacks and live transfer

  It remembers when callers ask for a callback, follows up on dropped calls, and transfers qualified interest to a counsellor while it is still warm.

“Our counsellors were only ever going to get through part of the list. The agent calls the rest, and by the time a lead reaches us we already know whether they are eligible and which centre they can actually get to.”

Results

Patience raised reach from 30% to 52%. Most people who answered did so on the third or fourth attempt, days after the first. Across seven weeks, the agent placed more than 100,000 calls at 30% lower cost per contact, and 6.5% of conversations ended in a confirmed appointment.