How Analytics+ improved Ruby’s Customer Happiness
Ruby approached Aircall in 2023 with a few requirements: The company needed a dialler that would be easy to use, could help train its teams, and could provide “much more call data” than Ruby previously had.
No problem.
The twist? Ruby itself is a communications provider, with a powerful telephony platform used by thousands of businesses.
Let’s take a look at Ruby and Aircall’s journey so far.
What is Ruby?
Ruby is the ultimate communications company. It offers virtual receptionist solutions – along with telecoms and live chat services – across a range of different industries. Its customers are mainly small or solo owner-operated businesses, as well as anyone who wants to ensure their callers can reach real people who engage in empathetic, natural, unscripted conversations. Ruby’s customers are themselves service providers: legal, home services, financial, healthcare – industries that require high emotional intelligence in customer service. Ruby makes that happen not only by answering calls 24/7, but also by providing intake, scheduling appointments, collecting payments, and more, on behalf of all kinds of businesses.
The challenge
Ruby is no stranger to communications platforms. With separate sales and customer happiness teams that each require an intuitive calling interface, easy set-up, and analytics, Ruby tried a number of other communications platforms and found that none quite hit the mark. Although on the surface these providers appeared well-equipped to deliver comprehensive tech, each tool suffered from overly complicated implementation.
“We got close to having to code things at one point,” says Ruby’s Aircall Specialist, John Stallings.
Because Ruby needs to focus on providing great service to its own customers, the company can’t risk the hassle of a difficult platform with limited analytics capabilities. That’s where we came in.
Enter Aircall’s connected communications
Aircall delivered the functionality Ruby wanted without the complicated setup. Not only does Aircall integrate with Zoho CRM – which Ruby was moving to at the time – but Ruby could implement the integration in just a few clicks.
And the simplicity didn’t end there. Aircall’s workflow features an intuitive dashboard and phone app that’s easy for the Ruby team to use, and Aircall’s dynamic call routing system significantly enhances Ruby’s communication capabilities, especially in workflows and operations:
“Aircall provided a very comprehensive and efficient way to manage routing on calls… A lot of diallers can do very similar things, but nothing is necessarily as simple or easy as the Aircall interface.”
- John Stallings, Aircall Specialist
Aircall provided an efficient and flexible way to organise call routing, transforming Ruby’s customer service approach to become even more customer-friendly. By using Aircall’s call flow editor, Ruby now delivers a one-call resolution experience where the customer happiness team is able to answer the phone directly, bypassing the traditional receptionist or switchboard system, and ultimately improving customer satisfaction.
Ruby also has high praise for Aircall’s people, describing the team as “very helpful and engaging”, and appreciating how they’re “always willing to take the use case and run with it.”
Real-time coaching
Aircall’s Live Monitoring feature has been a game-changer for Ruby’s training programmes, enabling managers to join calls in real time to help out or offer advice with the call whispering feature. For ongoing training opportunities, the Conversation Centre keeps all calls organised, making it easy for managers to pull up a recording to review with an agent, or simply to give someone a thumbs-up for a job well done.
“Having an area where all our recordings are stored is very beneficial to just quickly search through. We use that quite often to be able to pull up a recording and flip that to a teammate if we need to help them out or give them some ideas on how to have a better conversation, best practices—things like that.”
- John Stallings, Aircall Specialist
Ruby and Analytics+
At Aircall, we always emphasise that the key to success for Sales and Support teams lies in clean data and clear reporting. Ruby has proven that, and more!
One of Ruby’s goals was to improve their first touch resolution rates. To achieve this, the company needed to dive deep into their customers' calling data. And that's when the magic of Analytics+ came into play. With the power of the Analytics+ add-on, Ruby could easily pinpoint where the team was thriving and where there were areas for improvement. For example, seeing an overview of how calls were distributed, the length of their calls, customer waiting time, and more, helped them to restructure the team to ensure their agents were focusing their efforts on the areas that needed a boost.
“Analytics+ justified the revamping and restructuring of the team. We saw that there were long periods of time where nothing was happening for receptionists with a particular skill set, so now we’ve started to bring the entire team to the same skill level so they can handle any call that may come through—becoming a real first-call solution. Without those stats, we wouldn’t have been able to make that kind of move.”
- Freddy Rambay, Senior Vice President of Marketing and Growth
But Analytics+ isn’t just a raw data conveyor; it’s a tool packed with advanced dashboards focusing on key areas of interest like inbound calls, unanswered calls, user activity, and user status history. All these can be filtered and interacted with to deliver the most actionable insights for high-performing teams like Ruby.
A Ruby red-letter day
Getting on top of customer happiness call data has hugely helped Ruby’s leadership team to make fundamental improvements to customer experience. Ruby prides itself on providing a personal, human service to customers in industries that demand empathy and emotional intelligence. Being able to deliver a one-call resolution through agents who are well-trained and well-equipped to do this is paramount to Ruby’s success, and they’re now delivering that to all of their customers, almost every time. And it all begins with data, and Analytics+.
To find out how Aircall can help your business achieve its goals, get started today with a demo or free trial.