How Office Principles Uses Goje to Separate Real Opportunities From Old Data

Office Principles has been designing and building UK workplaces for 35 years, with studios in London, Birmingham, Manchester, and Reading, and a client base weighted heavily toward professional services - firms like Shoosmiths, Cooper Parry, and RSM sit alongside its work across other sectors.

Thirty-five years of relationships produces a lot of data. Some of it is live: active opportunities currently moving through the market. Some of it is historic: clients the team fitted out five or ten years ago, who may well be due a refresh but haven't been in touch.

The Challenge

The problem wasn't a shortage of potential leads - it was the opposite. With a comparatively small business development function set against a large and growing pool of both active and historic data, the real challenge was working out which opportunities actually deserved the team's time first.

“As a 35-year-old business, we've accumulated a lot of data - whether that's active opportunities in the market, or historic data with clients we've worked with five or ten years ago. With a fairly small business development function, how do we bring the opportunities to the top and make sure the team are focusing on the right things?” Luke Wilkins, Group Sales & Marketing Director, Office Principles

The Solution: AI for the First Conversation, People for the Ones That Matter

Office Principles uses goje to handle the earliest stage of outreach - the first call that establishes whether there's a live opportunity at all - across both fresh signals (like a company that's recently shown interest in design and fit-out services) and older records worth revisiting. Only once that initial conversation confirms real interest does it get handed to the client partnerships team for the follow-up and relationship-building work that actually needs a person.

Getting the agent to represent Office Principles convincingly mattered to the team from the start. Because goje lets an agent's voice, tone, script, and escalation rules be configured without code, the team could trial different callers and different response styles until the calls sounded like an extension of their own brand rather than a generic script.

“What we loved about Goje was not only the smooth onboarding process, but being able to configure our caller bespoke to what we needed - having it built for our industry, and being able to test out and trial different callers, different responses - and just having a UI that was super easy to use. The team have absolutely loved it.”Luke Wilkins, Group Sales & Marketing Director, Office Principles

The Impact

By moving the first-touch conversation to goje, Office Principles' client partnerships team stopped spending time qualifying cold leads and started spending it on the follow-ups and relationship conversations that actually convert.

“It's enabled us to qualify leads that we didn't even know were there, and already we're seeing some great wins.” Luke Wilkins, Group Sales & Marketing Director, Office Principles

Looking Ahead

As an early beta partner, Office Principles has had direct input into how goje develops - including the roadmap for deeper CRM, Outlook, and Teams integrations, which the team sees as central to how AI-led outreach fits into their wider customer journey going forward.

“What's been great about working with the development team directly in this early beta stage is that we've had input into how the product's developed - the roadmap, integrations into the CRM, Outlook, Teams - and how it's going to assist in the wider customer journey for us.”Luke Wilkins, Group Sales & Marketing Director, Office Principles