CallRail adds a keyword recommendation tool to its phone call listening platform

Most businesses keep track of customer phone calls. But is something getting lost in translation?

With the release today of its keyword recommendation tool, Call Highlights, CallRail offers businesses a chance to identify trends and uncover insights from their customer calls. The company says the tool is the first one in the market.

Call Highlights is a companion technology to CallRail’s Keyword Spotting, which listens for a list of predetermined keywords and reports when those words are heard on calls. Powered by artificial intelligence (AI), Call Highlights alerts users when it detects words or phrases being used with frequency. Delivered by email two minutes after the call, these insights can then be folded back into Keyword Spotting for more informed listening.

Call Highlights will “reveal unique customer insights that marketers might have otherwise missed and use them to shape future marketing initiatives that will truly resonate with their target audiences,” Kevin Mann, chief product officer and co-founder at CallRail, said in a press release.

Screen shot of Call Highlights dashboard

Both Keyword Spotting and Call Highlights are features of CallRail’s voice call listening platform, CallScribe.

The company says this technology can give marketers greater insight into their customers.

“Call Highlights can help marketers inform a better customer experience and create more relevant marketing campaigns based off of insights they might have otherwise missed. In a time where proving marketing ROI has never been more important, these otherwise hidden insights can hold serious value,” Mann told me in an email exchange.

“The phone as a marketing channel is anything but dead,” Mann said. “With more and more consumers opting to call businesses directly, marketers need solutions in place that are tailored to their individual needs and help them better understand their unique customer bases.”