GB Viaggi: Scaling Your Business with x‑bees and Wilma AI

From Guesswork to Agentic AI: How GB Viaggi increased sales productivity x8 by closing blind spots in their pipeline

GB Viaggi is a tour operator operating in a highly competitive market, offering the same services as dozens of other operators. Their true differentiator is their human touch: their personal travel consultants are available 24/7, ready to assist customers at any time. For GB Viaggi, the call center isn’t just a support function: it’s the product itself.

The Problem: When missed calls disappear and guesswork runs the business

Behind its excellent service, GB Viaggi faced a critical challenge: over 40% of incoming calls were going unanswered, and 70% of these leads never returned. The company was losing nearly a third of potential demand without even realizing it.

The previous infrastructure was fragmented: agents used personal cell phones with €5 prepaid cards to manage outgoing volumes, making it impossible to record or analyze data. Management had no visibility: coaching was done “by feel,” based on random samples of calls, often after the sales opportunity had already vanished into a technological black hole.

Before, when a problem arose, I'd listen to the call only after the damage was done. With x‑bees and Wilma, I have 80% real-time control over what's happening. It's a radical transformation.

Maria Catanzariti

Operations Manager, GB Viaggi

The Solution: Agentic AI and x‑bees become the foundation of business

Together with its partner Meta Calabria, GB Viaggi embarked on a structural revolution, deciding to build its proprietary CRM around the x‑bees API. This wasn’t just a simple integration, but rather a move to make x-bees the heart of the system.

Thanks to the adoption of the Agentic AI Switchboard, GB Viaggi has automated the entire conversation cycle:

Transcription and Analysis: Over 500 hours of calls per month are automatically analyzed.
Automatic callbacks: Webhook integration that immediately queues any missed calls.
Revenue Intelligence: Wilma extracts macroeconomic data from conversations, signaling to marketing which advertising campaigns (Google/Meta) are driving off-target traffic, allowing them to reallocate budgets in real time.

The Results: Productivity x8 and total control over revenue

The impact of Wildix technology has been disruptive. Today, GB Viaggi recovers 86% of missed calls within a few hours and visibility into the quality of work has gone from almost zero to 80% real‑time control.

The numbers speak for themselves. While three years ago the company needed 80 agents to handle summer peaks, today 14 are sufficient year-round, with an eight-fold increase in productivity per agent and significantly higher margins. Additionally, coaching is no longer based on impressions, but on objective transcriptions provided by AI, accelerating behavioral change among consultants. The next step is already mapped out: a Wilma-based voicebot that will autonomously handle up to 40,000 calls monthly.

The transition to Wildix was seamless. We chose x‑bees for its extensible APIs: there wasn't a single technical requirement we couldn't address. Absolute quality and integration.

Max

CRM Architect, Level Apps

Technical and operational requirements

Cloud Native Infrastructure: Need to eliminate personal mobile phones and legacy systems (such as 3CX/FreePBX) to centralize communications.
Open API and Webhook Extensibility: A key requirement for building your own CRM around your communication system.
Automatic Transcription and Analysis (AI): Need to process over 500 hours of calls per month without human intervention.
Flexible SIP Trunk Integration: Ability to handle massive call volumes (up to 40,000 per month) with fixed costs and immediate scalability.
Real-time monitoring tools: Management interface to monitor consultants' work without having to listen to recordings afterwards.

Value Gained

Recovery of ‘invisible’ revenue (KPI: 40% → 86%)
Thanks to x‑bees' callback process automation, GB Viaggi transformed the ‘black hole’ of missed calls into a real sales opportunity. In a competitive sector like tourism in Italy, responding promptly allowed them to recover 86% of leads, guaranteeing an immediate competitive advantage.
Productivity and revenue per agent (KPI: 8x)
The integration of Wilma (Agentic AI) has introduced Hot Lead Scoring into the daily workflow. The tour operator's agents now prioritize deals with an 80% probability of closing, increasing revenue per agent by 8 in just six months. This is proof of how AI applied to sales can scale the business without increasing headcount.
Total visibility and data-driven coaching (KPI: 80% visibility)
By overcoming the limitations of legacy systems (like 3CX or FreePBX), management now has 80% visibility into activities in real time. Thanks to automatic AI transcriptions, coaching is no longer based on gut feelings but rather on objective data, improving the quality of customer service and reducing internal friction.
Operational efficiency and scalability (KPI: from 80 to 14 agents)
The technological support of its partner Meta Calabria has allowed GB Viaggi to optimize resources: today, 14 experts manage higher volumes than previously handled by 80 people. This has reduced fixed costs and maximized margins, making the company ready for the challenges of the international market.
Towards total automation with voicebot (KPI: 30–40K calls/month)
The technology roadmap includes the activation of an Agentic AI-based voicebot to handle seasonal peaks of thousands of calls. This unified communications solution will automate routine requests, freeing up consultants for high‑value sales.
Revenue intelligence for marketing optimization
GB Viaggi uses x‑bees conversation analysis as a revenue intelligence tool. This allows us to identify which marketing campaigns (Google/Meta Ads) generate real leads and which keywords are ineffective, optimizing our advertising budget based on reliable data from the Italian market.
Business continuity and imperceptible handoff
The migration to the new x‑bees infrastructure occurred without any service interruption. The ability to scale critical infrastructure in real time is essential for companies in southern Italy and nationwide that cannot afford downtime during the tourist season.

Read the full case study here.

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