← playbookhome →

Chapter 03

The phone picks up.

A site without a phone is a brochure. The AI receptionist is what turns each landing page into a lead. Twilio routes the call. ElevenLabs answers it. The dispatcher assigns it.

Voice + dispatch stack

TwilioTwilio
ElevenLabsElevenLabs
GPT-4oGPT-4o
SupabaseSupabase
WhatsAppWhatsApp
MailgunMailgun
VercelVercel
ElevenLabs / 3CX call dashboard inside bord
Live call dashboard — every inbound number routed to an AI agent
01

The phone-call architecture

  1. 01
    A customer dials the number on the site
    Each site has its own Twilio DID (a country-matched number).
  2. 02
    Twilio forwards to ElevenLabs
    Inbound webhook fires. ElevenLabs picks up in under 3 seconds (intentional initial_wait_time = 3s).
  3. 03
    ElevenLabs runs the agent
    Eric voice on Swiss .ch sites. gpt-4o (not mini — it lost dispatch_lead too often). Agent prompt has the full FAQ and the dispatch logic baked in.
  4. 04
    Agent calls dispatch_lead tool
    Stores the lead in Supabase, then routes it to one provider in the right service category and city.
  5. 05
    Provider gets a WhatsApp + email + SMS
    All three at once. They confirm, they go to the customer.
3s
Initial wait time
0
Calls go to voicemail
19
AI agents in production
$0.04
Cost per real call
02

The dispatch logic

Every lead is matched to a service category and a city. The dispatcher looks at the live provider roster (built in chapter 04), filters by location and capacity, and assigns the lead to one. Not many — one. Multi-dispatch destroys the relationship: providers stop trusting the channel.

One lead, one provider. The relationship is the asset. Diluting it kills the moat.

The dispatcher also enforces country rules: never make outbound calls to a different country than the source. A Swiss customer never gets dispatched to a Bali provider, even if the verticals match.

03

Quality control

A Vercel cron runs every 15 minutes (/api/elevenlabs-quality-scan), pulls every recent call transcript, and runs three assertions:

  • Did dispatch_lead get called?
  • Did the agent ask for date of birth? (Forbidden — privacy concern.)
  • Did the agent give a specific clinic address before dispatch? (Forbidden — kills the commission.)

Any call failing those assertions raises a flag and the prompt is patched. Mandatory simulation: any prompt change must pass three scenarios (dental urgency, off-topic caller, plomberie routing) before deploy.

04

What it costs

Twilio number: ~$1.15/month per DID. ElevenLabs: ~$0.04 per real call. Average call ~3 minutes. So a lead costs roughly four cents to serve. The lead pays out at €100 (Geneva dental) or 10–20% commission on closed work. The unit economic is brutal in bord's favor.

A four-cent input that produces a hundred-euro output, with no human in between, is the entire reason this business is worth doing.