Using ChatGPT to extract value from client calls

When they’re not rinsing me for my choice of football team, I spend a lot of time in deep conversations with my clients. I’ve come to appreciate just how much ground we cover in a single hour. When you’re in the moment, you’re actively listening, problem-solving, and offering guidance—there’s no time to stop and take exhaustive notes. That’s where ChatGPT has become an invaluable tool for me.

After a client call – which I record – I use ChatGPT to process the conversation, identify key themes, and structure them into actionable insights. It’s not about replacing the human connection of a great discussion – far from it – it’s about making sure none of that value is lost once the call ends. 

Here’s how it works:

Breaking down an hour-long strategy call

Using a recent conversation as an example (anonymised, of course), here are the main themes ChatGPT helped surface:

1. Systematic cross-selling & upselling
   • Many agencies struggle to showcase the full breadth of their services to existing clients
   • A structured approach—such as annual account plans and systematic check-ins—helps unlock more value
     
2. Over-servicing: how agencies undermine their own profit
   • Teams often give away too much time, directly impacting profitability
   • Clear visibility of over-servicing metrics helps teams understand where revenue is being lost
     
3. The “beta” mindset for internal processes
   • Waiting for perfection slows agencies down
   • Rolling out an initial version and refining it over time can prevent stagnation
     
4. Embedding role definitions & career paths
   • Career progression frameworks aren’t just documents; they need to be actively used in 1:1s and appraisals
   • Clarity in progression reduces attrition and improves motivation
     
5. The agile mindset: 16 weeks, 16 increments of change
   • Instead of quarterly planning, making progress in small weekly increments drives real momentum
     
6. Scaling up sustainably: hiring for growth vs. waiting for ‘bandwidth’
   • Many agencies wait too long to hire, leading to burnout
   • Hiring in anticipation of growth—rather than reacting to it—keeps teams healthy and efficient
     
7. Adopting AI for faster documentation & onboarding
   • AI speeds up processes like role definitions and policy creation
   • Well-crafted prompts generate near-complete frameworks in minutes
     
8. International expansion without a local office
   • Weighing the pros and cons of local hiring, partnerships, or remote servicing
     
9. The ‘speed dating’ pitch approach
   • Agencies can stand out in pitches by using playful, high-impact formats
     
10. When optimism outweighs pessimism in forecasting
    – Striking the right balance between conservative and optimistic forecasting keeps hiring and resourcing on track

I share this not just to highlight the power of AI in extracting insights but to illustrate how much value exists in a single strategy call. With ChatGPT – or your chosen AI – I ensure that no insight slips through the cracks.

For those who’ve ever left a great strategy session thinking, ‘Wow, that was a lot—where do I even start?’ this approach might be worth trying in your own business.

Andy.