In most contact centers, QA samples a handful of calls a month and you hear about the one that went wrong. Craft flips that: every call is scored, which means your good calls finally count, your improvement is visible week over week, and one rough call is a data point instead of a verdict.
Nothing to start, nothing to install
Craft is connected to the phone system. You take calls exactly the way you always have; scoring and feedback happen automatically. There’s no app to open mid-call and no recording button to remember.
The four dimensions
Each call is scored against your team’s booking script on:
- Script adherence — did the call follow the booking process (greeting, caller info, need identification, availability)?
- Objection handling — when price, timing, or a competitor came up, how did you respond?
- Booking attempt — did you ask for the appointment?
- Tone and professionalism — friendly, empathetic, confident.
Booking attempt is the one to watch first. Across teams, the single most common gap on unbooked calls is that nobody asked.
Find your calls
Open Craft and pull up your own scored calls. Sort by score, both directions:
- Your highest-scored call this week — that’s your own best work; notice what you did.
- Your lowest — read the feedback before you relive the call from memory. The score usually points at one specific moment, and it’s rarely the moment you’d have guessed.
“I booked it and still got a low score”
It happens, and both facts are real. The booking measures the outcome; the score measures the process. A caller who was always going to book will book through a skipped script — bank the appointment. But the process score predicts what happens with the hesitant callers, and those are the ones that decide your monthly booking rate. Closing at a 60 is a win; booking hesitant callers consistently takes the 85.
Do this today
Find your three most recent scored calls. Read the feedback on each before you form your own opinion, and write down the one dimension that comes up more than once.