How to know which calls from your sales team went wrong without listening to all of them, featuring the real case of Aroma Cafetero and their conversion rate multiplied by 4.
How do you know which of your team's calls went wrong without listening to them all? With a system that transcribes every call, analyzes the tone sentence by sentence, and flags only those that fell below a quality threshold. Instead of listening to 100 calls to find the 3 that matter, you read a summary and jump straight into just those 3.
The traditional way to know how your team is serving a customer is to listen to the entire call, or worse, ask a sales rep to hand over their phone to review their conversations. Neither of these scales. A supervisor with 20 sales reps doesn't have time to listen to hundreds of calls a week, so in practice, they review a minimal sample and trust that the rest is going well.
Why reviewing calls manually doesn't work beyond a certain size
Reviewing calls manually consumes too much of a supervisor's time for the little it actually covers. Pricing errors, poorly handled objections, or missed sales signals go unnoticed until the customer is already lost. According to the Sales Management Association, consistent sales coaching can improve individual performance by up to 19%, but only if the supervisor actually knows where to look and doesn't have to search blindly among hundreds of calls.
How automatic detection works in Vixiees
The Call Insights feature in Vixiees doesn't replace the supervisor; it tells them where to look:
Transcribes every call and separates it by columns: what the sales rep said and what the contact said, separately.
Analyzes the tone sentence by sentence, for the sales rep and the contact separately, not just an overall sentiment of the entire call. This type of analysis allows you to detect the exact moment when the customer went from being interested to being hesitant, not just that the call "went badly" in general.
Summarizes it in three points, so instead of listening for 10 minutes, it is read in seconds.
Automatically flags only those that fell below a quality threshold, opening an incident and putting it right in front of the supervisor without them having to search for it.
Automatically converts commitments made on the call into the next task, without anyone having to write it down manually.
The complete audio remains available in case you need to listen to a very specific moment, but it is no longer the starting point.
Real case: how Aroma Cafetero stopped asking their advisors for their cell phones
Aroma Cafetero is a B2B coffee company in Colombia, with a team of 20 advisors spread across 2 business lines. Before Vixiees, the only way to know how an advisor was serving a customer was to ask for their phone directly.
"To know how an advisor was serving the customer, I had to tell them: lend me your cell phone to review your interactions."
Yuly Paulin Moná, Commercial Director, Aroma Cafetero
With Vixiees, that visibility no longer depended on asking for anyone's mobile phone. The conversion rate, which started from a very low level, multiplied by 4.
"We no longer have to guess. It's in Vixiees. The guessing indicator decreased."
Data declared by Aroma Cafetero. See the full Aroma Cafetero case study →
When is it worth automating call reviews
Team size | What usually happens | What to do |
|---|---|---|
Small team | The supervisor can still listen to a reasonable sample manually | Manual review is still sufficient |
Growing team | Only what comes in by chance or customer complaint is reviewed | Start automating detection before it becomes a blind spot |
15-20 advisors or more, like Aroma Cafetero | The only real visibility is asking for personal access or trusting blindly | Automate the detection of what went wrong, not the entire review |
Does your team also rely on listening to entire calls to know what happened?
Call Insights is the Vixiees feature that transcribes, analyzes tone, and automatically flags calls that went wrong, converting every commitment into the next task without anyone having to write it down.
Written by Pablo Pascual, co-founder of Vixiees.
Keep reading: Live sales call feedback, the Onboard Coach feature that corrects a sales rep while they are on the call, not after. And if the problem is that leads go cold due to lack of follow-up, check out daily organization of the sales team.
Expert opinion: the real problem is not that supervisors do not want to do coaching, it is that reviewing calls manually does not scale past a certain team size. The lesson from the Aroma Cafetero case is that asking an advisor for their mobile phone to see how they work is not a solution, it is an uncomfortable patch for both parties. Automating the detection of what went wrong does not replace the supervisor's judgment, it puts it in front of them instead of forcing them to look for it among hundreds of calls.
