Success Case: How Innova Schools Improved Lead Scoring by 50% with Darwin AI
We spoke with Tatiana Macaya, Commercial Director at Innova Schools. Through her testimony, we explore how Darwin AI helped the institution efficiently manage a high volume of leads, improve the conversion rate, and optimize the commercial team’s resources.
Challenges
Before implementing Darwin AI, one of the main problems we faced was the volume of leads we were receiving. We were managing between 30,000 and 40,000 leads, and we did not have the team or the resources to handle that volume. We had the option of hiring an external call center, but that also meant a huge expense and greater operational complexity.
What we needed was a system that could help us filter these leads so that the sales advisors only received the ones genuinely interested in our schools. We were finding that many leads were looking for public school options or schools in cities where we had no presence, which resulted in wasted time for the advisors. Clearly, we needed a first filter to ensure that the leads reaching the advisors were of quality.
Results
We decided to implement Darwin AI because we didn’t want a conventional chatbot. Our concern was that, with a traditional chatbot, the leads would quickly realize they were talking to a robot, and the experience would not be positive. We wanted the conversation to feel as organic as possible, as if they were really speaking with a person.
The first thing we did was build a response matrix, just as a human advisor would do with an interested parent. Additionally, we were very attentive at the beginning, reviewing Darwin's responses to ensure they were appropriate. This immediate feedback was very helpful for Darwin to learn and improve quickly. The Darwin team was also key, providing constant feedback to optimize the responses.
The integration with HubSpot, our CRM, was essential. This way, the entire process was visible to both the advisors and us. We could classify the leads: those Darwin filtered, those still pending classification, and those already approved by the advisors.
One of the most important results was the improvement in the conversion rate of quality leads. Before implementing Darwin, our conversion rate was at 30%. Today, we have reached 46%.
What It’s Like to Work with Darwin AI
One of the most important results was the improvement in the conversion rate of quality leads. Before implementing Darwin, our conversion rate was at 30%. Today, we have reached 46%. This increase in the quality of leads has been essential as it allows advisors to focus on those contacts with a higher probability of becoming students.
Another key aspect was Darwin’s ability to quickly respond to parents and send visual information, such as brochures with images, which saves time in the conversation process and makes information more accessible for parents.
Future Expansion and Possible Applications
Looking to the future, we see a lot of potential in Darwin. We believe it could be very useful in other areas of the school, such as extracurricular clubs or sports activities.
I would recommend Darwin AI to any commercial director looking to optimize their team’s time and resources. We operate within a large network and plan to expand even further, so tools like Darwin are essential to managing high volumes of leads without sacrificing quality. What we value most is how Darwin has allowed us to improve our efficiency, reduce costs, and offer a better experience to those interested in Innova Schools.
About Innova Schools
Innova Schools is a Latin American educational network offering a high-quality educational model at affordable prices. Its mission is to educate students with a global perspective and the skills to face future challenges through an innovative approach based on active and collaborative learning. Over the years, Innova Schools has managed to expand its presence to different Latin American countries, including Peru, Mexico, Ecuador, and Colombia. Its constant growth and pursuit of tools that optimize its commercial processes led them to implement Darwin AI.
