Goettl switched to Netic in 36 hours at the peak of summer. It paid for itself in 10 days.
Key results
Other AI providers couldn't match Goettl's nine-decade history of innovation
In 1939, Adam and Gust Goettl founded Goettl Air Conditioning. Gust, an inventor who redesigned the evaporative cooler to be cheaper and more efficient, partnered with business-minded Adam to spread air conditioning throughout the Southwest. By 1952, the brothers were manufacturing 100,000 units a year, the largest operation of its kind in the world.
Today, Las Vegas-based Goettl Air Conditioning and Plumbing holds 110 patents and employs 500 techs across six metropolitan areas in Nevada, Arizona, and Texas.
"We've always been focused on innovation," says CEO Jake Gress. That focus means being intentional about which technology Goettl adopts, and how.
As Goettl scaled from $50 million of revenue to over $200 million, Jake explains that "a lot of things start to break." With one contact center in Las Vegas serving six metros and three states, Goettl had to scramble every summer to expand headcount to keep up with demand.
They knew embracing AI could help scale quality as they expanded. But the first solutions they tried burned them. Calls got caught in loops and AI misunderstood callers, causing 200 to 300 frustrated customer hang-ups per day.
Other solutions couldn't understand the nuances of Goettl's dozens of job types. "They were causing more friction, not only for the customer, but us internally," says Michael Goff, Goettl's VP of Marketing. Callers were forced to sit through the IVR and press one for service or two for everything else, with AI only handling the simplest calls.
Even worse, their previous solution didn't provide visibility. "The data just wasn't there," Michael says. "It made it hard to really know what our combined booking rate was, and if we were actually seeing improvements."
As summer 2026 was underway, Goettl knew converting the surge of demand would make its year, and they needed an AI partner that could meet the challenge.
A bold mid-summer switch that paid off
After choosing Netic, Goettl wanted to go live before the crucial July 4th weekend, starting with overflow and after-hours calls right as the season peaked.
"It was an ambitious timeline, and critical to get right, because we make 70 to 80 percent of our EBITDA during summer," explains Jake.
"It took a lot of guts to do this," adds Michael. "We had to be able to reach our customers immediately. We couldn't wait another few months for the season to slow down."
Netic went live within 36 hours across Goettl's entire operation. Goettl's team taught Netic's engineers every one of their operational rules, and over three days, Netic engineered a custom agent, named Sarah, that followed those rules as a turnkey solution.
"The first weekend with Netic confirmed we made the right call," says Jake.
"Our previous solution took nine months to build out," remembers internal project manager Daniella Aguirre. "Netic did it in three days." During deployment, Netic fixed a problem that had slowed Goettl's CXRs for years: customer lookups used to stall at ServiceTitan's parent hub, but now Netic takes CXRs straight to the customer's page. "Netic's engineers fixed an age-long problem on the fly, just like that."
"Within the first two weeks, we saw an immediate uptick in booking," Michael says. "The Netic team dug in with us to understand how our systems were working and our shortcomings, and they were able to overcome a lot very quickly."
Seeing immediate ROI
"Netic's return on investment paid off our annual contract in 10 days," Jake states. "If we look at the first 60 days, we already have a six times return on that money."
1. Cutting dropped calls by 90%
Daily hangups fell from 200–300 per day down to 20–30, even as call volume through Netic quadrupled. Two months in, on its hottest days, Goettl maintained booking rates close to 80% with Netic.
2. Increasing third-party lead conversion from 9% to 25%
Leads from third-party aggregators like Angi go to several companies at once, and the first to respond usually wins the job. Netic now follows up immediately for Goettl, by text and by phone. "We look at these numbers and say, holy cow, we were really missing out on a good portion of these leads because we just couldn't book them," Michael says. "Below a 10% booking rate, we don't invest in those channels. Now we can actually spend more money on those leads and lean in with these partners."
Netic also showed Goettl where marketing dollars were going. "We were spending too much from a marketing perspective on the weekends on things that we couldn't book," Jake says. With more inbound demand converting and clearer visibility into what was actually booking, Goettl cut $100,000 from its marketing budget in the first month alone.
3. Eliminating the IVR
Two weeks in, Goettl went Netic First; Sarah is the first interaction every customer hears across every channel. Out went the automated response phone menu. Now, every caller reaches an agent that can book them, day or night.
"Our IVR menu used to take 18 seconds," Jake says. "When you don't have air conditioning, and you're frustrated and anxious, those 18 seconds can feel like an eternity.”
4. Reducing non-sales transfers from 17% to 1%
Calls about reschedules and invoices used to transfer from the Las Vegas call center to whichever Goettl branch was running the job. "Since implementing Netic, we've been able to cut the non-sales transfers to our branches down by 90%," Michael says. "Those transfers used to make up 17% of our overall call volume. It's now 1% going to our branches."
More time for the customers who need it most
With fewer non-sales transfers and Netic handling 77% of service requests end to end, Goettl's CXRs spend their time on the calls that actually need a person. If a customer calls to say she'll be 30 minutes late, that used to mean a CXR would write the note in ServiceTitan and flag it to the branch. Now, Goettl’s AI agent, Sarah, writes it in automatically, and dispatch sees the change right away.
That leaves room to get better at the hard calls. "We've actually implemented more coaching, development, and industry training for the team," Director of Customer Experience, Cherrie Sumpter, says. "We don't have to do the thing that most call centers do. Hurry up, get off the phone. We can help the customer that we're on the phone with, and we don't feel rushed anymore.”
A partner with the data that drives Goettl's growth
Netic's quality distinguished it from other AI providers. "Vendors are transactional. You're meeting a need, and you're meeting the bare minimum of that need," Jake says. "With a partner like Netic, you're elevating the conversation to optimize growth together.”
"We like to say stay curious," Jake adds. "If we're always thinking about a different way, or asking questions that seem obvious, we may bring about a new idea." Netic works the same way.
"There's a lot of areas of opportunity that we didn't even know we had until Netic presented the data to us," Daniella says. "They were like, why don't you try something we've already seen work?" Now, Goettl continually tests tactics in new markets, and if the tactics work, they roll out everywhere.
Goettl had been sold black box solutions before. This time, Netic's engineers worked alongside its team to build an agent that understood the business and answered to Goettl. "We already have our process figured out. Netic helps us improve it,” Daniella says.
Netic powers Goettl through Southwestern summers
Goettl cooled the modern Southwest by embracing innovation, so there was never a question that AI would drive their business forward into the next chapter. What Goettl needed was an AI partner that could match the complexity of its operation, and Netic was the partner that could keep up.
"We're super optimistic about the future with Netic. We've just gotten started," Jake says. "A few months in, we’re talking about even more big ideas we can accomplish together." Goettl is opening new locations in Phoenix and outside San Antonio, with an eye toward Oklahoma, Idaho, and Utah. It plans to keep using Netic as it grows.
We’re proud of what Goettl has accomplished, and we're excited to keep delivering excellence across the desert with them.
