Demand for turfgrass sod, compost, and other soil products typically spikes during growing seasons. At Super-Sod, the arrival of these seasons often left its stores swamped with calls from customers placing orders or asking for advice. Staff struggled to keep up during these peak periods, leading to unanswered calls and missed opportunities.
To take more calls and assist customers more consistently, Super-Sod opened a contact center in Charlotte, North Carolina. It brought its support team together in one place and rolled out a conversation intelligence platform, giving the company a better way to track how calls were being handled.
However, quality checks remained largely manual. Team leaders listened to less than 1% of customer calls, making it difficult to identify issues and provide targeted coaching.
By adopting Observe.AI’s Post-interaction AI, team leaders gained visibility into 100% of customer calls, helping them monitor agent performance and identify coaching needs more effectively.
“It was a huge leap,” Mayak notes.
Identifying missed opportunities
One of the first things Super-Sod uncovered with Post-interaction AI was that agents often skipped recommending secondary products such as compost and fertilizer.
“In most of our geography, the soil is red clay, which isn’t good for growing sod,” explains Mayak. “Our black compost is a big seller because it helps with that. Observe.AI allowed us to see where agents weren’t offering the product when they should have been.”
With these gaps now visible, team leaders have focused their coaching on making product recommendations part of every customer conversation. This has led to a 13% increase in sales dollars per call—about $13 per call—and an 8.4% rise in the call-to-sale conversion rate after rolling out Post-interaction AI.
More focused coaching
Coaching is more efficient now that calls are automatically analyzed and key moments in conversations are easier to find. Team leaders can zero in on the most relevant 30-second clip instead of listening to entire conversations, making feedback more targeted and easier for agents to act on.
Agents can also access their call recordings and see how they can improve their performance.
“They can listen to their own calls and say, ‘Oh, I should’ve said this,’” says Mayak. “It’s cringey to hear your own voice, but they learn a lot from it.”
Achieving more with less
Empowered with better coaching tools and performance tracking, Super-Sod doesn’t need more staff to deliver stronger results. The company has scaled back its customer support team from close to 50 members to 31 today, reducing its costs by almost 20%.
And without the burden of manual quality assurance, team leaders spend less time on administrative work and more time coaching agents.
“We’re way more efficient now with Observe.AI than we were a couple of years ago,” shares Mayak. “We’re doing more with less.”
Improved customer satisfaction
May is Super-Sod’s busiest month, and one of the hardest to manage. So, when its customer satisfaction scores rose this May, it was a company milestone.
“Last May, our net promoter score was 47. This May, we hit 73.2, the highest we’ve ever been,” shares Mayak.
This wasn’t a one-off win. For the first time since the company began tracking its net promoter score in 2020, it kept a score above 70 every month in 2025.
Driving business outcomes
Insights from Observe.AI now support broader business decisions. Sales leaders, for example, use call data to understand regional trends, while executives utilize it to monitor changes in customer sentiment.
The marketing team likewise uses what customers say during calls to measure the impact of its campaigns. During a recent compost promotion, mentions of the product rose from 5% of calls to 20%, enabling the team to break down interest by sod type and guide future promotions.“We were abandoning close to 50% of incoming calls during busy seasons,” recalls Customer Support Manager Mike Mayak. “That’s obviously not good for sales.”
Super-Sod is now working with Observe.AI to reduce the number of low-value calls reaching its top agents, so they can spend more time closing deals.
“The Observe.AI team has done a great job understanding our business and often steps in with solutions before we even ask,” says Mayak. “That really goes a long way.”
