AI Enquiry Leak Audit - Sample (a plumbing business)

SAMPLE REPORT - this is a demonstration audit for a fictional independent plumber, "Murray Plumbing & Heating Ltd", to show the format a paying customer receives. Across one typical week we estimate 11-14 enquiries are reaching the business and roughly 6 of them are silently walking away before anyone replies.

The leaks we found

1. Missed calls during jobs go nowhere. Where: mobile number on the Google Business Profile and Checkatrade listing. Between 09:00-17:00 Mon-Fri, 38% of inbound calls hit voicemail because you're under a sink. Voicemail message is the default network one ("the person you are calling is not available"), no callback promise, no SMS auto-reply. Estimated impact: 4-6 lost enquiries/week x ~£180 average job value x 35% close rate = £250-£380/week walking away. Difficulty: Easy.
2. Website contact form is a black hole. Where: /contact page, form posts to a Gmail address that hasn't been checked in 9 days (we tested with a dummy enquiry on Tuesday 14:22 - no reply by Friday). No auto-acknowledgement, no SMS notification, no CRM. Form also has 6 required fields including "preferred date" which kills mobile conversions. Estimated impact: 2-3 enquiries/week, of which ~70% go cold within 30 minutes if not replied to. ~£200/week. Difficulty: Easy.
3. Facebook Messenger and Instagram DMs unanswered. Where: @murrayplumbingayrshire on both platforms. 11 unread DMs going back 6 weeks, including 3 that explicitly say "need a quote for a new boiler" - one mentions a budget of £2,400. Meta marks the page as "typically replies within a few days" which actively deters new enquiries. Estimated impact: 1 enquiry/week, but higher ticket (boilers, bathrooms). ~£300-£500/week in expected value. Difficulty: Easy.
4. No after-hours capture. Where: 18:00-08:00 and weekends. Emergency-plumber search volume in your postcode peaks Friday 19:00-23:00 and Sunday morning. Currently: phone rings out, no out-of-hours number, no "we're closed but leave details" page. Competitor "AyrEmergency24" is bidding on your brand name on Google for exactly this window. Estimated impact: 1-2 emergency jobs/week at £220+ premium rate. ~£250-£450/week. Difficulty: Medium (needs a triage script so genuine emergencies escalate to your mobile, everything else books for next-day).
5. Quotes sent then forgotten. Where: your email "Sent" folder. We counted 14 quotes sent in the last 30 days; only 4 had any follow-up. Industry close rate on a single-touch plumbing quote is ~22%; with one follow-up at 48 hours it rises to ~38%. So roughly 2 jobs/month are being lost not at the enquiry stage but at the quote-chase stage. Estimated impact: ~£400-£700/month on bathroom/boiler-sized quotes. Difficulty: Medium.

Prioritised fix list

1. Missed-call auto follow-up (Leak #1). Highest ROI. The moment a call goes unanswered, an SMS goes out within 30 seconds: "Hi, this is Murray Plumbing - sorry we missed you, I'm on a job. What's the issue and your postcode? I'll come back to you within the hour." Recovers ~80% of missed-call enquiries. Live in 24 hours.
2. One tracked enquiry inbox (Leaks #2, #3, #5). Calls, form submissions, Facebook DMs, Instagram DMs, and quote replies all land in one feed with a status (new / replied / quoted / won / lost). Kills the "did I reply to that?" problem and surfaces the quote-chase queue automatically. Live in 3-5 days.
3. After-hours triage agent (Leak #4). A voice + SMS agent that picks up out of hours, asks three questions ("Is this an emergency, your postcode, what's happening?"), routes genuine flood/no-heat-with-vulnerable-occupant straight to your mobile, books everything else into a Monday slot. Live in 1-2 weeks.

What you would get next

If you give us the go-ahead, SWARM installs three things and we manage them for you:

• Instant replies across phone (SMS), website form, Facebook, Instagram and WhatsApp - acknowledgement within 30 seconds, qualifying questions asked, your van-time protected.
• Missed-call follow-up running 24/7, with the after-hours triage agent escalating genuine emergencies and booking the rest for next working day.
• One tracked enquiry inbox on your phone - every enquiry from every channel in one list, colour-coded by stage, with an automatic quote-chase nudge at 48 hours so nothing rots in your sent folder.

Conservatively, plugging these five leaks recovers £1,400-£2,200/week for a business of your size. We charge a flat monthly fee that is a fraction of one recovered job.

Stephen Ward - Founder, SWARM AI Systems