How ICICI Home Finance uncovered hidden sales demand from inbound calls

Home finance · subsidiary of ICICI Bank

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63%

sales-related inbound

37%

service calls

Dedicated

sales routing

High-intent

lead prioritisation

The challenge

What ICICI Home Finance needed to solve

ICICI Home Finance is a leading housing finance company in India, focused on accessible home loan solutions across diverse income segments. It was receiving a high volume of inbound calls through its Google Business listings, with the internal belief that most were service-related. In reality there was no visibility into actual call intent, sales and service calls were handled in the same flow, and high-intent sales conversations were not being identified or prioritised — which meant missed opportunities and inefficient call handling.

Deployment snapshot

Sector
Type: Cloud telephony
Components

What ran

The deployment

Rubic Solution implemented a structured call intelligence layer to bring clarity and control: virtual numbers to track all inbound calls across listings, an IVR system to classify caller intent as sales versus service, and intent-based routing to direct each call to the right team. The initial assumption was that most inbound calls were service-related. Post-implementation data revealed the opposite — a majority of calls were sales-driven.

Stack that ran

Virtual numbers: 01
IVR: 02
Intent-based routing: 03

Where it landed

The outcome

63% of inbound calls were identified as sales-related, compared with 37% service calls, overturning the earlier assumption that GMB calls were primarily service-driven. Dedicated routing flows were established: service queries went to the call centre while the sales team received only high-intent leads. That reduced operational load by filtering service conversations out of the sales queue, improved handling and prioritisation of inbound sales demand, and enabled structured nurturing of potential sales enquiries through better lead visibility and routing. Without analysing call intent patterns — and relying on assumptions instead of real data — ICICI Home Finance risked misreading customer demand and overlooking valuable sales opportunities.

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