How Freedom Forever keeps homeowners confident during solar installations

Every week, Morgan Fetter’s 60-person support team at Freedom Forever, America’s largest residential solar installer, handles more than 5,000 calls from homeowners navigating one of the biggest investments of their lives—solar panel installation.

While the team manages complex documentation and permit processes, their equally important responsibility is managing customer anxiety during months-long construction projects—where delays trigger doubt, and doubt can derail clean energy dreams. When utility companies require transformer upgrades or cities have slow permit approvals, families need reassurance that going solar was the right choice.

For Morgan, customer support manager at Freedom Forever, communication centers on trust.

“The more time that you have, the more doubt will come into play,” Morgan explains. “That’s why it’s so urgent and important to have that clear communication with people, so that way, they know exactly where they stand and how the project is going.”

Scaling that personal approach across thousands of customers and more than 70 contact centers required communications technology that could deliver clarity and reliability when homeowners needed it most.

At a glance: Freedom Forever’s journey with Dialpad

The challenge:
Freedom Forever’s previous communications system relied on multiple third-party vendors for call recording, analytics, and quality management. This created frequent downtime, fragmented workflows, and expensive professional services fees—undermining reliable communication during lengthy solar installation projects.

The solution:
Dialpad’s unified, AI-powered platform replaced vendor sprawl with a single system for telephony, analytics, quality management, and real-time coaching—embedding AI directly into everyday workflows.

The results:

• 61.8% AI adoption rate across users

• 42% of all calls use AI

• 3,200–3,900 hours saved per month through AI automation

• $63,776–$77,727 in monthly labor value recovered (based on Las Vegas call center averages)

• 4,726 AI-generated coaching recommendations per month

• 25–28 coaching insights per AI user, per month

• AI CSAT score of 4.1, up 3.2% from the previous 91 days

• 129,364 calls scored by AI

• Downtime reduced from weekly incidents to just 3 in 11 months

• 999 employees supported across 70+ contact centers on one platform
  

Building a customer-first culture—even from the garage

Freedom Forever’s solar story starts in a garage.

“Since 2011… we actually started with our president working out of a garage. But now, we have become the number one largest installer of residential solar in the United States,” Morgan explains.

Fourteen years later, they’re helping families across America make the switch to clean energy, one rooftop at a time.

What makes them different is how they prioritize people.

“The most important person who works with this company is not the CEO. It’s the customer. And the second most important person in this company is our frontline employees,” Morgan says.

Morgan worked at other solar companies, including Tesla, before joining Freedom Forever. His perspective is shaped by that experience.

“Nothing shines a light—not even Tesla—on a company like Freedom Forever.”

When you’re managing thousands of calls from homeowners making major financial decisions, that philosophy matters.

When time creates doubt

Solar installations aren’t simple purchases—they’re construction projects involving cities, utilities, inspectors, and complex permitting processes.

“It is a lengthy process,” Morgan explains. “I really wish it were as easy as installing a garage door. However, because we have to work with cities and inspectors, it can take time.”

That time creates anxiety.

“If it’s not hitting the project timelines as expected, or if there’s a kink in the hose, that’s when people will have that doubt,” Morgan says.

Freedom Forever’s solar installation support team acts as a liaison between homeowners and third parties.

“The biggest roadblock is working with third-party partners like cities, states, and utility companies, because we have to act as a liaison between that customer and that third party.”

Clear, reliable communication becomes the difference between a confident customer and a canceled contract.

When your phone system becomes the problem

For a company built on trust, Freedom Forever’s previous phone system did the opposite.

“We struggled with so many false promises, particularly with service-level expectations,” Morgan recalls.

The root issue was fragmentation. The previous provider relied on a web of third-party tools for IVR, call recordings, stats, and quality management.

“It made it very difficult to work with them,” Morgan explains.

The operational impact was severe. Agents used multiple systems. Leaders pulled metrics from different platforms. And costs were unpredictable.

“60% of our requests would have to go to professional services—and I never really knew what those professional services were or how much they cost until it was already done.”

But the breaking point was reliability. Weekly downtime meant customers calling about urgent issues hit dead lines.

For a company managing homeowner anxiety during multi-month projects, that wasn’t acceptable.

One platform. Real reliability. Built-in AI.

The move to Dialpad consolidated everything into a single platform—one login, unified analytics, and native AI capabilities built directly into every call.

“Definitely the vertical integration—it’s all in one interface,” Morgan says. “And three incidents total in eleven months versus weekly problems before.”

Beyond reliability, Dialpad unlocked new levels of visibility and efficiency.

Today, 61.8% of Freedom Forever users actively use AI, with AI present in 42% of all calls. That adoption translates into real operational impact: 3,200–3,900 hours saved every month, representing $63,776–$77,727 in recovered labor value.

Quality management that actually scales

Before Dialpad, quality reviews were manual and limited.

Now, AI handles the heavy lifting.

Freedom Forever receives 4,726 AI-generated coaching recommendations every month—an average of 25–28 insights per AI user—giving managers consistent, actionable feedback across thousands of conversations.

Instead of grading agents on scripts, coaching focuses on empathy, clarity, and confidence.

“We can focus more on the human aspect of things, not whether or not they said the exact word,” Morgan explains.

That shift shows up in Freedom Forever reviews. Freedom Forever now maintains an AI CSAT score of 4.1—up 3.2% in just 91 days—across more than 129,000 AI-scored calls.

Making life easier for agents

For agents, the difference was immediate.

“If I had to give you an analogy, it’d be like transferring someone from Android to Apple—it’s just easier to pick up,” Morgan says.

Onboarding is simpler. New hires get access to one platform instead of three. Single sign-on gets them productive faster.

“We only need to create a license for one platform,” Morgan explains. “Before, we had to do it for three.”

Dialpad’s documentation and support also empower agents to solve issues independently, without routing everything through IT.

From listening to 84 calls to instant insight

Before Dialpad’s AI, getting answers meant hours of manual review.

“I had to listen to 84 phone calls to get the information I needed,” Morgan recalls.

Now, AI summaries, transcription, and sentiment analysis surface insights instantly.

“It can tell me the customer’s disposition, provide a summary, and let me copy and paste it directly into our CRM—that saves so much time.”

Freedom Forever tracks service levels across all 70+ contact centers in real time, reallocating agents as needed to maintain their KPI of answering 80% of calls within five minutes.

That level of agility only works when everything lives in one place.

Supporting the solar mission through partnership

The difference between a vendor and a partner matters.

Freedom Forever’s previous provider never visited onsite. Dialpad did—multiple times. Quarterly business reviews turned customer feedback into roadmap action, with several workforce management features built directly from Freedom Forever’s input.

For Morgan, the partnership ties directly to the company’s mission.

“We need to get more people to adopt solar,” he explains. “And if using Dialpad helps us communicate better with customers, then I’m all for it.”

Every AI scorecard, recap, and coaching insight supports that goal: keeping homeowners confident through a long, complex process.

What’s next

Freedom Forever continues expanding its use of Dialpad’s AI capabilities, including deeper analytics and real-time assist features that further support agents during high-stakes conversations.

With 999 employees across 70+ contact centers already on a single platform, they’ve built a communications foundation that scales alongside their mission.

When trust is everything, Freedom Forever found a platform—and a partner—that delivers both confidence and scale.