CASE STUDY
Wilkins Recreational Vehicles
Turning the Phone System Into a Decision-Making Tool
The challenge: no way to see who was calling, what was said, or which ads were actually working.
Overview
Wilkins Recreational Vehicles has been family-owned for three generations, growing from a single lot into a six-location dealer group that serves RV buyers from Buffalo to Binghamton across New York and Northern Pennsylvania.
For a dealer group like Wilkins, the phone is still where deals start. Shoppers researching a unit, owners scheduling service, and buyers ready to move all pick up the phone. The phone system grew with the business. The reporting never did.
THE CHALLENGE
Marketing Made the Phones Ring. Then the Trail Went Cold.
Wilkins was spending real money to make the phones ring, and the moment a call landed, the trail went cold. Calls rolled to personal cell phones and desk phones with no tracking and no follow-up. If nobody picked up, nobody knew the call had happened.
Managers had no dependable view of who called or what they wanted, and no way to review real conversations for coaching. Sundays were the biggest blind spot. Shoppers browse on Sundays, and with no one answering and no text-back to catch them, callers simply hung up. Every hang-up was revenue nobody could count.
- Missed calls vanished: no tracking and no follow-up once calls rolled to cell phones and desk phones
- No call history or transcripts: no view of who called, what they wanted, or how the call went
- Sundays were a blind spot: no one answering and no text-back to catch weekend shoppers
- Marketing was flying blind: no link from campaign to call, call to appointment, or appointment to sale
Prior to this system, it was difficult to find any reporting or analytics to make business and personnel decisions. This communications platform allows us to develop strategies based on data rather than guesses.
Adam Mulherin—Marketing Manager, Wilkins Recreational Vehicles
THE SOLUTION
A Communications Platform Built for Dealerships
Clarity Voice deployed DealerPhones® across the Wilkins group: a communications platform built for dealerships, not generic office phone service adapted to fit one.
Calls across all six locations are now logged in one place, with source, routing, and outcome for each. AI transcription and summaries surface topics, sentiment, and coaching moments from recorded calls, so managers can see what happened without replaying hours of audio.
Automated missed-call text-back reaches callers who did not connect, including after hours and on closed days. Campaign-level tracking numbers tie ad spend to the calls it actually produces.
RESULTS TO DATE
Decisions built on evidence, not instinct.
With reporting in place, Wilkins staffs to actual call volume, coaches from real conversations, and puts marketing dollars where the phones show they work. Sunday callers get a text back instead of silence, and every campaign has a number attached to it.
What changed for Wilkins leadership:
Staffing Built on Call Data
See when calls come in across all six stores and schedule coverage against real demand.
Coaching From Real Conversations
Transcripts and summaries replace secondhand accounts of how calls went.
After-Hours Interest Captured
Callers who reach a closed store get an automated text back instead of silence.
Marketing Spend Tied to Outcomes
Campaigns are judged on the calls they produce, not on impressions alone.
Ready to become our next success story?
See what your phones already know. DealerPhones® gives multi-location dealers the call visibility, follow-up, and attribution a generic phone system can’t, backed by more than 20 years of serving multi-location operators.
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