How USA Bath turns customer conversations into better coaching with Craft
- +10.5%
- relative close rate lift
- 1
- data layer across sales & call center
- 100%
- of conversations available for coaching
“It's been cool because I've been able to identify where, as a group, we need to improve overall.”
Will Gautereaux
Sales Director, USA Bath
USA Bath built a residential bathroom remodeling operation across multiple markets. That growth created a management problem: leaders needed to know what customers heard on the first call, what happened in the home, and where each team needed coaching.
Before Craft
Call reviews handled one at a time. Sales notes that could be incomplete or wrong. Follow-up categories based on a rep's memory of the appointment. Managers had pieces of the customer conversation, but no consistent view across the business.
With Craft
Recorded conversations available for review. Scorecards tied to the company's process. Daily recaps, cancellation insights, and production briefs connected back to the customer record.
The problem
Fragmented review and incomplete customer context
USA Bath's leaders were managing performance across the call center and the in-home sales team. The information existed, but it was scattered across calls, notes, Salesforce records, and follow-up tools.
In the call center, managers reviewed conversations one at a time. Transfers, voicemails, and confirmation calls distorted reporting when they were scored like new opportunities. Russel Stanley, Director of Customer Experience, needed a weighted view of qualified calls he could trust in leadership reporting.
On the sales side, Salesforce showed outcomes but not what happened in the home. Notes could miss the real objection or categorize it wrong, which made coaching less precise and left follow-up to reconstruct the conversation. Adoption varied too: some reps used their recordings to improve, others recorded inconsistently.
The solution
One review layer across the call center and field sales
USA Bath rolled out Craft across call-center and sales conversations, calibrating its scorecards around the calls it actually handles: transfers, reschedules, showroom inquiries, and fulfillment calls. That kept operational calls from being treated like new opportunities and made the reporting useful.
Russel's team used recordings for self-coaching, reviewing their own calls and sending questionable evaluations back to management. On the sales side, Will Gautereaux used the recorded appointments and scorecard data to find team-wide training priorities: strong in presentation and product demo, with room to improve on specific sales steps.
“This has been a great way for me to see where we need to focus on training. I've got a whole outline for our upcoming training based on the data I've been able to get out of Craft. As a management tool, it's fantastic.”
USA Bath later extended the same context into daily recaps, cancellation analysis, and production briefs. Each production brief links back to the Salesforce opportunity, so sales, customer experience, and production review the same sold-job context.
The results
Clearer coaching and measurable sales improvement
USA Bath reports a 10.5% relative improvement in close rate, and managers observed that stronger scorecard execution tracked with stronger sales performance.
The management impact was immediate. Will moved from general coaching to specific training priorities. Russel's team reviewed its own work and challenged evaluations that didn't match the call. Managers gained a shared view of what customers said across the call center and the home.
The same context improved post-sale handoffs: production briefs gave teams a clear snapshot of what was discussed and promised, so customer context carried from sales into the next stage of the job.