Capture missed showroom calls and scattered web leads as CRM records

Autotorino, an Italian car dealer group with 74 showrooms, used Zapier and AI to stop losing leads. Riccardo Berta built 109 Zaps, one per lead source, from Typeform to Facebook Lead Ads, with AI enriching the harder ones before they reach Salesforce. That gave the CRM team 2,394 hours back in 2025. The group gets around 100,000 inbound calls a month and could not answer them all. Gabriele Luciani and Michele Spalla built a flow that sends call recordings through AssemblyAI and OpenAI, sorts each request, and writes a lead into Salesforce. About 1,500 requests a month are now caught. Luciani estimates that is worth about 150,000 euros in net profit influenced. The story comes from Zapier, the vendor.