How GIC-GREEN turned ExpertiseAI into its #1 lead driver (30-40% of all leads)

Category

Waste Management

GIC
#1
lead channel by volume, value, and win rate
30-40%
of all leads now come from ExpertiseAI
3
languages supported (EN, FR, ES)

Client

GIC-GREEN

A Canadian waste management company with multiple divisions including medical (gicmd.com) and hazardous (greenflow.com) waste. Operates across Canada and the US.

Overview

GIC-GREEN rolled out ExpertiseAI across its brands — GICMD and Greenflow — to support website visitors 24/7 with a personalized, brand-specific experience. The result? ExpertiseAI now drives the largest volume of leads, the highest lead value, and the strongest win rate of any channel.

"Customers literally say, 'Jeni was so helpful.' That's the AI. That's how good this is."
— Srdjan

🚀 The Challenge

Before ExpertiseAI, GIC-GREEN relied on a mix of web forms, phone calls, and live chat. The experience was clunky — reps often missed chats or replied too slowly, and support was only available during business hours.

The team needed:

  • A 24/7, brand-specific support experience
  • A better way to qualify and convert web traffic
  • A scalable system to reduce load on the sales team

✅ The Solution

GIC-GREEN deployed ExpertiseAI on:

  • Greenflow.com
  • GICMD.com
  • GIC-GREEN.com

Each site got a fully branded AI agent, trained on hundreds of pages of website content, blog posts, and internal docs. The team personalized the experience with:

  • Custom system prompts & responses
  • FAQ uploads and document training
  • Branded widget styling + quick question popups
  • Support for English, French Canadian, and Spanish

Visitors now interact through:

  • Text and voice chat
  • Highlight-to-ask functionality
  • AI-powered navigation

And the team uses conversation data to continually improve performance.

💡 The Results

  • #1 lead channel by volume, value, and win rate
  • Used internally to train staff and onboard new hires
  • Customers regularly praise the AI's friendliness and clarity
  • Delivers instant answers across 3 languages
  • Converts at a higher rate than all other sources

Bonus Use Case: Internal Knowledge & Staff Training

ExpertiseAI isn't just customer-facing — it's also used to answer internal questions and onboard new employees, turning it into a knowledge base that saves time across the company.

"We used to rely on tribal knowledge. Now the new staff just ask the bot."
— Srdjan

🎯 Why It Works

  • Personalized per brand, fully multilingual
  • Feels human — customers often can't tell it's AI
  • Easy to maintain and constantly improving
  • Always on — no missed leads, no wait times