Consistent coaching that
runs in the background
less time spent weekly on coaching by evaluating 100% of calls automatically
of reps improved call quality consistency by using customized scorecards
“My coaching has improved based on being more consistent with measurements, with the implementation of the call scripts, and allowing me to spend less time doing manual steps. Triple Session is doing a lot of the background work that allows me to pinpoint specific areas of improvement along with areas of achievements. So I'm being able to use my time more wisely and more efficiently.”
Gordon Musgrove
VP of Operations @ The Service Center
About The Service Center
For over 35 years, The Service Center has been a trusted partner for incentive, fulfillment, and communications solutions across industries such as automotive, energy, consumer goods, and nonprofits, serving both Fortune 500 companies and regional firms alike.
TSC's sales team uses a smart revenue stack built on Aircall, HubSpot, and Triple Session — enabling seamless call recording, CRM visibility, and automated coaching.
The Problem
Great efforts, uncertain results
Difficulty pinpointing improvement opportunities
With only a few calls reviewed manually, Gordan couldn’t tell which issues were one-offs and which were behavioral patterns to address. Without full visibility into rep performance, knowing when and where to coach was slow and uncertain.
No consistency in call quality across reps
With no shared scripts in place, it was hard to track if reps maintained a consistent, effective approach to sales calls. Gordan was spending 25% of his week on coaching, but itwasn't enough to ensure alignment across reps.
Reps lacked a structured feedback loop
Gordan met weekly with reps, but could only choose a few calls to review—often without knowing which ones truly needed attention. On top of potentially missing insights, this made feedback slower and harder to tie back to rep development.
“I was probably spending a fourth of my week and was probably not as consistent about it. One of the challenges that I was having was evaluating the calls, evaluating the transcripts. I would book a meeting with the rep, see all of their calls and then just pick one, listen to it and look at the transcript. I hoped I did it right.”
Gordan Musgrove
VP of Operations @ The Service Center
Effort alone isn’t enough—coaching needs structure
Gordan knew that coaching mattered—but without scripts in place and reliable call data on hand, it was difficult to guide reps effectively. Without a reliable system, the process couldn't scale to support strategic coaching.
Without a way to identify coaching opportunities and track performance patterns, even well-intentioned feedback could arrive too late—or miss the mark entirely.
The solution
Implementing Triple Session for structured, scalable coaching
Custom scorecards keeping reps consistent
Gordan worked with the Triple Session team to build five custom call scorecards aligned with TSC’s unique sales process. This gave every rep a consistent framework to follow—and gave Gordan a clear, objective way to coach based on adherence, not assumptions.
Instant scoring informing strategic coaching
Gordan no longer needs to guess which calls need attention. Triple Session automatically scores every conversation recorded by Aircall, highlighting what reps did well and where they went off track. Now Gordan knows exactly where, when and how to train his team.
Real-time feedback driving rep accountability
Reps now receive immediate feedback on their calls, so they can adjust quickly without waiting for a 1:1. They’ve become more aware of their performance—sometimes even flagging their own calls for Gordan's review—creating a strong feedback loop and coaching culture.
“What Triple Session has done is it automated and improved the accuracy of scoring calls. It helps with my coaching, provides instant feedback to the sales people, improves reporting around what we're doing, and then it gives some training resources that I've been using to hopefully better manage my team. So it's been very beneficial.”
Gordan Musgrove
VP of Operations @ The Service Center
“I'm happy with the product. I'm probably a 9 out of 10. I have it up and running all the time. I just go in during the day and refresh it to see how calls are going. Which is nice, compared to having a long list of calls with no evaluation and thinking ‘Okay, which five am I gonna check?’. I look forward to using more of what's already there. And then in the future, what gets added.”
Gordan Musgrove
VP of Operations @ The Service Center
Coach your sales team on 100% of calls, with zero effort
Since adopting Triple Session, The Service Center has completely changed the way it tracks consistency and coaches reps. With easy pattern recognition from 100% of calls evaluated, the team is seeing early signs of stronger results and improved rep behavior.
