How Culligan Generated $250K in 60 Days with SMS Virtual Agents.

Culligan is a global leader in high-quality water solutions, providing products and services to over 150 million people annually across 90 countries.

Watch our webinar with Culligan’s VP of Marketing and Digital!

Problem

As a service-driven business, Culligan relies heavily on its dealer network to deliver exceptional customer experiences. Putting the customer first isn’t just a goal, it’s a must!

But modern consumers don’t always want to pick up the phone. Preferences have shifted toward text-based communication, and Culligan recognized that to stay competitive, they needed to engage with customers where they are.

Historically, Culligan leaned on TV and radio advertising to attract new customers. But the organization was ready to take the next step and implement a digital transformation powered by AI to improve overall engagement and streamline the customer journey.

One big problem that they were facing was turning website visitors into leads and simplifying appointment scheduling. At the time, when a website visitor asked to book an appointment, a dealer would call them back, often with no answer. Voicemails would go unanswered, creating an inefficient cycle that slowed the path to booking.

Culligan knew it was time for a change.

Solution

As soon as Iqbal Brainch, Culligan’s VP of Marketing, learned about Capacity, he immediately reached out to Capacity’s CEO David Karandish to explore a partnership.

 “As soon as I saw what Capacity was doing, I immediately told a friend: I need to meet David and really understand what they’re doing because this could have a lot of great value for an organization like Culligan!”

– Iqbal Brainch, VP of Marketing at Culligan.

Together, Culligan and Capacity launched a pilot to test AI-powered SMS automation. The goal? To automate appointment booking, confirmations, and dealer communication all via text. Within four weeks, the pilot was a clear success, and Culligan decided to expand Capacity’s SMS Virtual Agent solution across their entire dealer network.

What impressed Culligan’s VP of Marketing, Iqbal Brainch, most about Capacity’s solution was how quickly it could be implemented and how easily it integrated with tools like Salesforce without needing third-party support.

Results

After launching Capacity’s SMS Virtual Agent solution across all dealer networks, Culligan has seen:

• 3000+ appointments scheduled through the AI bot with Capacity.
• $650,000 dollars already generated from those appointments.
• 50+ appointments scheduled over weekends.

The bot handles 50–100 interactions per day, mostly outside of business hours and on weekends. On average, the SMS bot books around 50 appointments each weekend. That availability has made a real difference in customer engagement.

“People appreciate the instant engagement. It’s easier than waiting for Monday morning when you’re already at work or might be busy.”

†The response from Culligan’s dealers has also been overwhelmingly positive.

“As we have expanded this out to our dealer network they have leaned in and they have said they want to see more AI and possibilities from AI.”

– Iqbal Brainch, VP of Marketing at Culligan.

By making it easier for customers to engage with Culligan both during and after work hours, and engaging with customers in the way they want immediately, the organization has seen many positive results. With Capacity’s AI bot handling scheduling and conversations 24/7, more visitors are converting into qualified leads than ever before.

Culligan’s journey shows that meeting customers where they are– especially with smart AI automation– can be a true competitive edge.