From call to opportunity: Entel Connect reimagines customer conversations with McKinsey and Google Cloud

In Peru, the Entel Connect Center (ECC) hums with the rhythm of human connection. Thousands of conversations unfold daily, each a chance to solve a problem, reassure a customer, or renew a service.

For years, however, these conversations began and ended in a single successful service interaction, nothing more. But hidden in plain sight was something bigger: rich data with the potential to turn every service call into additional commercial or trust opportunities.

The leadership team knew the opportunity was there. With more than 600,000 calls each month, analysts could only review fewer than 1 percent of conversations and had to rely solely on human intuition. What’s more, the large call volume meant supervisors focused coaching only on individual customer interactions versus having a more holistic view of contact center agents’ performance.

To change that, ECC partnered with McKinsey—and its AI and analytics arm, QuantumBlack—and Google Cloud to answer a bold question: How can Agentic AI transform customer service operations to take human agents’ performance to the next level and drive increased sales?

In early 2025, McKinsey and QuantumBlack teams began designing and developing a solution that would become Agent2Sales (A2S), an AI platform designed to extract value from all call data, transforming the operation and generating sales opportunities.

A few months later, ECC and McKinsey partnered with Google Cloud to efficiently scale the solution with the power of Gemini for Google Cloud. Today, the system automatically processes more than 600,000 monthly inbound calls to identify commercial opportunities and deliver insights to contact center agents and supervisors.

Rather than replacing agents, the AI acts as a digital force-multiplier in three key areas:

• Lead Identification: The system listens for subtle customer cues, flagging high-potential sales leads and identifying “missed opportunities” where agents can improve their conversion tactics.
• Data-Driven Coaching: A2S provides supervisors with objective dashboards, replacing sporadic manual audits with a 360-degree view of agent performance.
• Proactive Market Intelligence: Marketing teams gain real-time insights into product sentiment and competitor mentions, allowing for agile strategy adjustments based on actual customer voices.

A2S positions the call center as a primary source of real-time customer feedback, and thanks to Google Cloud’s optimization, processing each call costs less than a cent, demonstrating that scale and efficiency can go hand in hand.

From skepticism to empowerment

Technology was only half the equation; culture was the other. “Change management became a daily practice, ensuring agents trusted the technology, supervisors reinforced adoption, and performance improvements were celebrated. We wanted to help people feel empowered on the job and to feel excitement about the new ways they could help customers,” said QuantumBlack associate partner Borja Belda.

McKinsey embedded QuantumBlack analysts directly inside the call center to ensure McKinsey fully understood the business and that the solution was applicable to Entel’s specific business and culture. Supervisors and agents learned to read and use the daily reports, turning insights into focused coaching. Human agents embraced their AI agent as a coach, and supervisors could validate or refine intuition with data. Over time, the call center became a living learning environment where improvement wasn’t imposed from above but surfaced organically from within.

“This collaboration shows how the right mix of AI and human ingenuity can redefine customer engagement,” said Ignacio Ferrero, McKinsey partner. “By embedding AI and analytics directly into daily operations, Entel Connect Center didn’t just boost performance—it built a new culture of learning, trust, and growth.”

Within ten weeks, inbound service sales rose 40 percent, and contact center agents doubled their offering rates during service calls, with no negative impact on NPS (from 40.3 percent to 41.2 percent, a 0.9 p.p. improvement). Every customer interaction was analyzed daily, creating a feedback loop that made learning immediate and actionable.

Supervisors used live dashboards to track conversion trends and identify top performers and best practices. Agents received personalized coaching tips after each day’s calls, helping them focus on meaningful customer moments. Product and marketing teams used insights from customer sentiment analysis to refine offers and messaging.

As one supervisor shared: “In just a few months, our sales and service results reached levels we’d never achieved before.”

Behind the success was a partnership that brought together three strengths: McKinsey’s strategic rigor, QuantumBlack’s data and AI expertise, and Google Cloud’s infrastructure, innovation, and leading models. Working hand-in-hand over a 14-week sprint, the teams problem-solved together on strategy and technical hurdles.

McKinsey led the implementation, capability building, and organization change management; QuantumBlack customized AI models to Entel’s needs, and Google Cloud provided the foundation—a platform capable of processing hundreds of thousands of calls overnight while maintaining cost efficiency and reliability.

“At Google Cloud, we’re proud to provide the secure, scalable cloud foundation that powers Entel Connect’s AI-driven transformation,” said Cristian López, Country Manager at Google Cloud. “Together with McKinsey and QuantumBlack, we’re helping Entel unlock the full potential of its customer conversations—turning every call into actionable insight at scale.”

Change management enabled the digital transformation and became a daily practice: Entel Connect Center upskilled agents to ensure they could trust the technology and reinforce adoption.

What’s next: Moving beyond Agent2Sales

With the Agent2Sales platform now fully embedded across operations, Entel Connect is expanding its ambition to further bridge the gap between service and sales. The organization plans to introduce Agentic Voicebot, an AI-powered assistant that engages high-potential leads identified by A2S, manages follow-up, and completes the sale. Built on Google’s voice technology, this voicebot will deliver personalized follow-ups and guide customers through the purchase journey autonomously.

“What began as an AI experiment has become a groundbreaking way we empower agents to connect deeply with customers, grow our business, and reach new levels in efficiency—cost-effectively and at scale,” says Christian. In the end, Entel Connect didn’t just improve its bottom line; it redefined what it means to “listen,” turning every interaction into a meaningful opportunity for both the business and its employees.

“What makes this transformation remarkable is its human impact,” says Ignacio. “It’s a powerful example of generative AI driving growth—for the business and its employees.”