How SHV Energy, Transformed Inbound Sales with AI Voice Agents

Primagas, a leading energy company in Spain and part of the global SHV Energy group, has redefined what modern customer engagement looks like — not through more agents or larger budgets, but by embracing AI-powered voice technology that converts, qualifies, and supports at scale.

About Primagas & SHV Energy

Primagas has been operating in Spain since 1996 and is a key player in the LPG and small-scale LNG market. As a subsidiary of SHV Energy — a multinational with a presence in 21 countries across 4 continents and over 13,000 employees — Primagas shares a common mission:

To provide decentralized, cleaner, and lower-carbon energy solutions, especially to rural and off-grid areas.

With over 26 million customers worldwide, SHV Energy and its brands (including Primagas, Calor, Liquigas, and Supergasbras) are spearheading the transition away from polluting fuels such as heating oil, coal, and biomass — towards cleaner alternatives like LPG, LNG, and bioLPG.

The Challenge: Managing Inbound Interest at Scale

For a company with a growing number of interested consumers searching for cleaner energy solutions, every call matters. However, inbound channels — from web forms to phone calls — were hard to scale manually. The Primagas team was seeking a solution that could:

• Respond instantly to every lead

• Qualify interest before human intervention

• Handle objections in real time

• Deliver structured summaries to help reps close faster

The Solution: AI Voice Agents by VoiceB

Primagas partnered with VoiceB.ai, a next-gen conversational AI platform designed to replace and augment human pre-sales agents.

“With VoiceB, we’ve transformed the way we handle inbound leads. Every call — whether from our website or landing pages — is answered in under 4 seconds, 24/7. But it's not just about speed; the AI qualifies over 40% of calls for a second conversation, pitching our value and handling objections like a pro. Our team receives a crystal-clear summary, so the human expert can focus on closing with confidence." — Jordi Alonso, CMO at Primagas - SHV Energy

The AI voice assistant integrates seamlessly into Primagas’ inbound strategy. It engages prospects immediately, asks the right qualifying questions, and routes only the most promising leads to the sales team — along with a full call transcript, lead profile, and summary of the conversation.

A Focus on Customer Experience, Not Just Efficiency

While automation often aims to cut costs, Primagas saw AI voice agents as a customer service enhancement, not a budget-saving tactic.

"We didn’t implement VoiceB to cut costs — we did it to elevate our customer service. Now, no lead goes unattended. The AI doesn’t just filter out unqualified calls; it engages, persuades, and prepares prospects before they even speak to a sales rep. It’s like having the best pre-sales agent on every call, around the clock." — Jordi Alonso, CMO at Primagas - SHV Energy

The Results

• 100% of inbound calls answered — 24/7, in under 4 seconds

• Over 40% lead qualification rate

• Higher conversion rates by delivering well-prepared, high-intent leads to human sales reps

• Operational scalability without compromising the customer journey

Conclusion

Primagas’ journey illustrates how traditional energy companies can innovate, not just in product or infrastructure, but in customer engagement. By blending global expertise in clean energy with cutting-edge AI voice technology, Primagas continues to lead — not just in sustainability, but in sales performance and service excellence.