Call quality scorecard: a rubric for reviewing AI and human sales calls

A call quality scorecard lets you review calls the same way every time, so you can tell whether a change to the script or prompt made things better or just different. The rubric below works for human reps and for AI voice agents. Copy it into a spreadsheet, score a sample of transcripts each week and track the average.

If you are tuning an agent, pair this with improving an AI voice agent from call transcripts.

The call quality scorecard

Score each criterion from 1 to 5.

Score	Meaning
1	Failed or harmful
2	Weak, clear problems
3	Acceptable, room to improve
4	Good
5	Excellent, nothing to change

Criteria

#	Criterion	What to look for
1	Opening	Clear who, why and permission within 20 seconds; AI disclosure if you use it
2	Listening	Responds to what the person said, not to the script
3	Discovery	Asks relevant questions, one at a time, skips ones already answered
4	Accuracy	Facts are correct, nothing invented, says "I'll check" when unsure
5	Tone	Calm, plain, not pushy, matches the person's pace
6	Objections	Acknowledges, asks, answers, then accepts a no
7	Next step	Clear outcome: booked, transferred, follow-up set, or polite close
8	Flow	Natural pauses and turn-taking, no talking over the person
9	Compliance	Honours opt-outs, calling rules and disclosure
10	Wrap-up	Details read back, thanks, clean ending

Maximum score is 50. Convert to a percentage if you prefer.

Red flags

Any of these should be fixed regardless of the total score.

• Invented a price, date, guarantee or fact.
• Ignored a request to stop or to be removed.
• Continued after a clear no.
• Denied being an AI when asked sincerely.
• Gave legal, medical or financial advice.
• Booked the wrong time, date or contact detail.
• Talked over the person repeatedly.
• Loop: repeated the same question or line more than twice.

AI-specific checks

Check	Pass condition
Interruptions	Stops speaking and responds to the interruption
Silence	Checks in rather than filling it with long monologue
Wrong number or voicemail	Ends or leaves a message appropriately
Out-of-scope question	Says it will follow up and notes it
Names, emails and numbers	Reads back and confirms
Delay	Responses arrive quickly enough to feel natural

Score sheet (copy and paste)

Call ID:
Date:
Reviewer:
Agent / rep:
Outcome (booked / transferred / follow-up / declined / no answer):

Opening        1 2 3 4 5
Listening      1 2 3 4 5
Discovery      1 2 3 4 5
Accuracy       1 2 3 4 5
Tone           1 2 3 4 5
Objections     1 2 3 4 5
Next step      1 2 3 4 5
Flow           1 2 3 4 5
Compliance     1 2 3 4 5
Wrap-up        1 2 3 4 5

Total (out of 50):
Red flags:
What went well:
One thing to change:

Weekly review routine

1. Pull 10 to 20 calls: a few booked, a few declined, a few unanswered or short, and any that looked unusual in the summary.
2. Read the transcript, not only the summary.
3. Score each call using the sheet.
4. Group the problems: opening, knowledge gaps, objections, flow.
5. Choose the two biggest issues and change one thing at a time in the prompt or knowledge base.
6. Test by calling your own phone, then compare the next week's average with this week's.

In Purple Voice, the Calls section keeps transcripts, AI summaries and recordings in one place, so this review does not require exporting anything.

Interpreting results

Pattern	Likely cause	First fix
Low opening scores	Opening too long or vague	Rewrite the first line
Low accuracy scores	Missing or conflicting facts	Update the knowledge base
Low objection scores	No patterns in prompt	Add the top five from the objection cheat sheet
Good scores, few bookings	Offer or list problem	Review the list and the offer, not the agent
Good scores, poor next-step	Booking flow weak	Check calendar connection and read-back

Tips for consistent scoring

• Write one sentence of evidence for any score of 1 or 2.
• Re-score two old calls each month to check you still agree with yourself.
• Do not let one great or terrible call set the tone for the week.
• Keep the scale the same for months, so trends mean something.

If you are still building the agent, the AI voice agent prompt template and the launch checklist help you start from a stronger place.

Try it

Run a small campaign in Purple Voice, open the transcripts in Calls and score them with this sheet. The Free plan includes one agent and 100 minutes a month, with no card. Start at voice.purplerocket.co.