How Paschal doubled its revenue without doubling its call center
Key results
Summary
With more than 18,000 positive reviews, Paschal has set a high bar for customer service in home services. As Paschal continues doubling every two to three years and expanding into new markets, the challenge is growing aggressively without lowering its bar.
Paschal implemented Netic’s AI revenue engine to drive growth and delight customers across its entire customer journey. They use it to capture inbound demand 24/7 across calls, SMS, web chat, and every other channel, respond instantly to paid leads boosting ROI, run autonomous outbound campaigns to fill their board, and coach CXRs with greater consistency.
CEO Charley Boyce puts it plainly: “Netic enables us to continue to double every two to three years while keeping the headcount in our call center flat. Whether we’re doubling or tripling the business, whether we’re adding one location or six locations, Netic is a scalable solution. It's the best in the business, point blank, and we're going to stay where we're at.”
Paschal has built an incredible operation that sets the standard for customer experience, and we’re excited to tell their story.
Nobody calls Paschal when they’re having a good day
“People are calling us in their time of need,” says Charley. “They're not just calling us to see how their day's going.”
Dalton Lynch, Paschal’s CXR Manager, sees the same reality on the front lines: “It’s 95 degrees outside. They have no air conditioner. They’re upset. They have kiddos at home.”
That context shapes everything Paschal does. From the first call to the experience in the home, Paschal obsesses over the service it delivers for every customer.
At the same time, Paschal is not a small, static business. The company has doubled revenue every two to three years for 15 years running, with ambitious plans to keep growing in its existing markets, open up new markets, and continue acquisitions.
“It’s not growth for growth’s sake”
Charley frames the challenge in human terms: “It's not growth for growth's sake,” he says. “Can you keep growing and maintain, if not improve on, the overall customer experience? That's the key question.”
Paschal had two challenges to solve if it wanted to keep growing and keep its service bar high.
The first was call center staffing against volatile demand. Nights, weekends, heat waves, cold snaps, and busy seasons can all push demand beyond what even a reasonably staffed team can comfortably handle.
The second was consistency. Sarah Lutz, Paschal’s Customer Experience Supervisor, puts it simply: “Every customer reaching out to us needs a consistent experience where they feel like they’ve been heard and that they’re going to be taken care of. The problem was that experience was very dependent on who they spoke to when they called in and when they called in.”
Getting this right also affects the technicians whose livelihoods depend on a full, well-planned board.
Dalton Lynch, Paschal’s CXR Manager, puts it this way: “We have two customers. We have the guys out in the community, and then we have our technicians. And if we’re not booking jobs, if we’re not being successful at what we do, we’re not giving jobs to technicians. We’re not giving them the money that they need to feed their family.”
Paschal needed a way to provide consistent, high-quality service around the clock. That’s when it decided to look for an AI partner.
Paschal’s engineering-first AI partner
When Charley met Melisa Tokmak, Netic’s Founder and CEO, he quickly realized that “Melisa and her team were a force of nature”.
It was immediately clear to Charley that Melisa was not building yet another cookie cutter piece of AI demoware. Instead, Melisa had assembled a large team of engineers who could partner closely with Paschal to adapt AI to its rigorous processes and improve the product every day.
“One of our favorite things about working with Netic is they're truly world-class engineers,” says Jake Winchell, Director of Sales and Marketing. “We've had calls at 8, 9, 10 o'clock at night and someone's there. They respond 24/7. With most of our vendors, we don't get that.”
Running on Netic also helps consolidate systems. Bryan Rogers, Paschal’s Director of IT describes how “Since partnering with Netic, we’ve been able to reduce our tech stack, which allows us to spend resources on other areas of the business, and then it also positions us for a single pane of glass and dashboard to run our operations.”
24,000+ inbound jobs YoY by going Netic First in its call center
There are two critical goals of Paschal’s inbound operation:
- Speed to lead: No matter the channel, call volume, time, or day, every customer needs to get a response ASAP.
- Quality and consistency of the experience: Once a potential customer is engaged, Paschal needs to consistently provide a top-notch experience to get the customer help and earn the job.
Paschal decided to go Netic First (N1) in its call center, which means that AI is the first touch across every inbound channel from calls to SMS to web and more. Going N1 meant that customers get an instant response no matter when or how they reach out.
Paschal now captures demand it used to miss, while also reducing pressure on the call center.
“Our call hold queue has dropped dramatically by putting Netic first,” says Jake Winchell, Paschal’s Director of Sales and Marketing. “We’ve been able to book more jobs, just having Netic available 24/7. We’ve actually booked over 24,000 more jobs this year than we did in prior years using Netic.”
Netic has also helped with consistent execution.
Riley Henry, Paschal’s Membership Coordinator, says, “Netic is never going to have a bad day. It’s always going to be the same across the board. The demeanor’s not going to change. Every single time the customer gets consistency across the board. So it’s been really good for us.”
Customers are noticing, too. She adds, “I've had several customers talk about how incredible it is when they call in.”
Importantly, Paschal does not view AI-first as AI-only.
Jake explains how “We prefer to create options, not obligations. Going Netic first allows our customers to have an option. They can get a quick answer. And if they want to book directly with Netic, they do. If they prefer to talk to a human, they can wait and talk to a human as well.”
Instant speed to lead improves marketing ROI
Paschal, like every other home services business, markets across several channels. A big one is lead aggregators, where a service like Angi sends the same lead to multiple companies.
“Everyone's buying the same leads,” Jake says. “The company that responds the fastest has the best odds to get that customer taken care of.”
Through just Netic’s SMS campaigns, Paschal was able to drive a 30% increase in conversion rates on their leads. Then, they layered on AI outbound calls through Netic, which had a 40% conversion rate.
For Jake, the result is “a better ROI on those paid lead channels.”
Higher ROI on paid channels creates a virtuous cycle, where margins get stronger and there’s more room to invest back into marketing and other growth levers—enabling Paschal to grow faster.
Autonomous campaigns that fill the board
Before Netic, Paschal was already running sophisticated marketing campaigns. The team could stitch together systems with tools like Zapier and reach the right customers. But when a campaign worked, it often created another problem: the call center had to scramble to field all the demand and sometimes work late into the night.
That changed when Paschal implemented Netic. Jake explains how “With Netic, we build a campaign one time. It sends the campaign, it takes the call, and it books the call. Now we can do those same campaigns and everyone gets to go home and sleep at night because the customer's taken care of.”
Instead of asking the team to manually sort through lists, send messages, and chase every response, Netic helps surface customers who are already likely to engage.
Sarah Rosauer, Paschal’s Inside Sales Manager, says, “Netic goes out and searches for any customers that are interested instead of having our team try to cast this wide net and figure it out. Netic figures out where the areas of opportunity are and then boom, the customer’s interested. And now those conversations with our inside salespeople become more meaningful.”
Enabling thoughtful, accurate CXR coaching with call scoring
Netic is also helping Paschal improve the effectiveness of its human CXRs.
Before Netic, call coaching was limited by volume. Outside peak season, Paschal fields 4,000 to 5,000 calls a week. Dalton Lynch, Paschal’s CXR Manager, estimates his team could listen to maybe ten calls per CXR each week, which made high-quality coaching difficult.
Now, Netic scores every call, so coaching can move from anecdotes to data.
Dalton says, “With AI call scoring, I don’t just get 10 calls scored. I get every single one scored, and we’re able to analyze the trends and we’re able to coach those and we’re able to pinpoint what really matters.”
“The ROI of Netic is extraordinary”
For Paschal’s CFO Andrew Austin, the business impact is clear: “The ROI on Netic is extraordinary. Not only from a cost-savings perspective, but from a revenue capture and capability perspective as well. It has allowed us to capture tens of millions of dollars in inbound calls, as well as the ability to outbound more effectively and reach our customers where they are.”
He adds: “The one thing I would say first and foremost to another CFO is Netic is a force multiplier. There's a lot of talk about AI right now. Netic has proven to us that it's real.”
Paschal is at the frontier of operationalizing AI to better serve its customers and its team. It's been an honor partnering with them, and we're excited for the road ahead.
