Shop owners spend a lot of time on bay efficiency, DVI compliance, and marketing spend. But what about phone calls? It may sound mundane, but how calls are handled, and whether they are recorded and reviewed, is one of the most important factors in keeping a healthy connection with customers.
In episode 151 of Maximum Octane, recorded live at SuperConference 2026 in Orlando, Jason Patel talks with David Boyd, founder of Call Inbound. David explains why the first seconds of a call matter so much, how to audit communication for effectiveness and efficiency, the state of VoIP adoption, how AI can score calls, and why over-scripting backfires.
What You Will Learn
- (01:19) From Six Sigma to auto repair. How David’s background as a corporate process engineering led to the development of Call InBound. His outsider’s eye is a big part of why his advice lands differently than the typical industry vendor.
- (05:42) David pushes back on the fear that spiked a couple years ago when AI hype first hit the industry.
- (07:55) David estimates at least 50% of aftermarket shops have moved to voice-over-IP, and even shops that think they still have an old landline are often running VoIP underneath it.
- (09:44) What does the front office sound like, feel like, smell like. He splits communication into two buckets worth auditing separately, effectiveness and efficiency.
- (14:00) “That phone is your cash register.” A line David borrowed from a fellow SuperConference instructor.
- (15:27) The Graham Auto Repair example. A two-location MSO in Washington where the second, newer location wasn’t delivering the same customer experience as the flagship shop.
- (17:12) The “Care Composite.” David explains Call InBound’s system that runs calls through an AI analysis built around a specific prompt of what a good call should include, scoring against nine or ten attributes
- (31:31) Guardrails, not a center line. David’s closing advice on call center and call recording best practaces.
From Six Sigma to Auto Repair
David opens with how his background as a corporate process engineer led to Call Inbound. His outsider’s perspective is part of why his advice lands differently than a typical vendor’s. He covered his Six Sigma approach in more depth in his earlier episode, Use Your Data or Miss the Truth.
Process engineering looks at work as a series of steps that can be measured and improved. Applied to the front counter, that mindset asks simple questions: How many calls come in each day? How many are answered? How many become appointments? Where do customers get stuck or frustrated? Many shop owners have never looked at their phone handling this way, because calls feel personal and unpredictable. But patterns exist, and once they are measured, they can be improved just like any other part of the shop’s workflow.
Pushing Back on AI Fear
Around the 6 minute mark, David pushes back on the fear that spread when AI hype first hit the industry. AI is a tool that can help shops improve, not something that will replace the human connection customers want.
Much of the early anxiety centered on the idea that AI would replace service advisors or make phone conversations feel robotic. In practice, many of the most useful applications work in the background: transcribing calls, flagging missed opportunities, and highlighting coaching moments. Those uses make human advisors better rather than replacing them. Shops that understand this can take advantage of the tools without losing the personal service that sets independent shops apart.
The State of VoIP
David estimates that at least half of aftermarket shops have moved to voice-over-IP phone systems, and even shops that think they have an old landline are often running VoIP underneath. That matters because VoIP makes call recording, tracking, and analysis much easier.
For owners, the practical takeaway is to find out what phone system the shop actually uses and what it can do. Many VoIP platforms include features like call recording, call routing, missed call reports, and integration with other software, but those features are often turned off or never configured. A conversation with the phone provider can reveal capabilities the shop is already paying for. Owners should also confirm that recordings are stored securely and that customers are notified of recording where required.
Effectiveness and Efficiency
Around the 10 minute mark, David asks what the front office sounds like, feels like, and even smells like. He splits communication into two areas worth auditing separately:
- Effectiveness: Did the call achieve its goal, such as booking an appointment or resolving a concern?
- Efficiency: Was the call handled in a reasonable time without unnecessary friction?
Separating the two helps owners avoid a common trap. A call can be efficient but ineffective, such as a fast call that ends without an appointment because the advisor rushed. Another can be effective but inefficient, booking the job only after a long, confusing conversation. Looking at both lets managers coach the right skill. Effectiveness coaching focuses on asking good questions, building trust, and inviting the customer to schedule. Efficiency coaching focuses on having information ready, reducing hold times, and avoiding unnecessary transfers.
The Phone Is Your Cash Register
David shares a line borrowed from a fellow SuperConference instructor: “That phone is your cash register.” Every call is a revenue opportunity. Missed calls, rushed greetings, and unclear answers cost money. ATI’s Top 5 Phone Mistakes That Are Costing Your Auto Shop Money lists common errors.
Thinking of the phone this way changes how a shop staffs and manages it. If a cash register went unattended for an hour, owners would notice immediately. Unanswered calls are the same lost revenue, just harder to see. Shops can reduce missed calls by assigning clear phone coverage during busy times, setting up overflow or callback processes, and reviewing missed call reports regularly. The greeting matters too. A warm, unhurried opening, with the advisor’s name and a clear offer to help, sets the tone for everything that follows. ATI also offers quick tips for getting more appointments on the phone.
Consistency Across Locations
Around the 15 minute mark, David shares an example from Graham Auto Repair, a two-location shop in Washington where the newer location was not delivering the same customer experience as the flagship. Call recording helped identify the gap. Graham’s story is also told in Rebuilding From the Inside Out.
Multi-location owners face a particular challenge: the flagship shop usually reflects the owner’s standards because the owner is there, while newer locations may drift. Call recordings offer a window into locations the owner cannot visit every day. By listening to calls from each location and comparing them against the same standards, owners can spot differences in greetings, questions asked, and how appointments are offered. That makes coaching specific and fair, because it is based on real calls rather than impressions.
The Care Composite
David explains Call Inbound’s “Care Composite,” which runs calls through AI analysis based on what a good call should include, scoring against nine or ten attributes. That gives owners and managers a consistent way to coach advisors. Always follow your state’s laws on call recording and notification.
A scoring system works best when everyone understands it. Advisors should know which attributes are being measured and why each one matters to the customer. Scores can then become a coaching tool rather than a source of anxiety. Managers might review a few calls each week with each advisor, highlighting what went well and one thing to improve. Tracking scores over time shows whether coaching is working and helps identify advisors who could mentor others.
Guardrails, Not a Center Line
Around the 31 minute mark, David closes with his advice on scripting. Over-scripting makes calls sound robotic and impersonal. Instead of forcing advisors down a rigid center line, give them guardrails: key points to cover and behaviors to avoid, with room to be themselves.
Guardrails might include always using the customer’s name, asking about the vehicle’s symptoms and history, confirming contact information, explaining next steps, and offering a specific appointment time. Within those boundaries, advisors can use their own words and personality. Customers can tell when someone is reading a script, and it often undermines trust. A conversation that covers the essentials while sounding natural feels like service. Training should focus on the purpose behind each guardrail so advisors can adapt when a call does not follow the usual pattern.
How to Start a Call Review Program
Owners who have never reviewed calls can start with a simple process:
- Confirm recording is available and compliant. Check your phone system’s features and your state’s notification requirements.
- Define what a good call looks like. Write down the handful of things every call should include.
- Listen regularly. Set aside time each week to review a sample of calls from each advisor.
- Coach privately and specifically. Share examples of what worked and one area to improve.
- Track trends. Watch appointment conversion and call scores over time to see whether coaching is paying off.
The goal is improvement, not surveillance. When advisors see recordings used to help them succeed, they are more likely to embrace the process.
Phone Improvement Steps
- Listen to five recorded calls this week and note what the first 20 seconds sound like.
- Define the key points every call should cover.
- Compare call quality across locations or advisors.
- Use recordings for coaching, not criticism.
Kim’s solo episode, Everything Speaks: The True Meaning of Being at Service, explores how every interaction communicates care.
Frequently Asked Questions
Should my auto repair shop record phone calls?
Recording calls can help with coaching, quality control, and resolving disputes about what was said. It also allows owners to hear how customers are greeted and whether calls lead to appointments. Before recording, check your state’s laws, since some states require that all parties be notified or consent. A brief recorded message at the start of each call is a common way to provide notice.
How can I improve how my service advisors handle phone calls?
Start by defining what every call should include, such as a warm greeting, questions about the vehicle, and a clear offer to schedule. Review recorded calls regularly and coach advisors privately with specific examples. Avoid rigid scripts, which tend to sound robotic. Instead, give advisors guidelines and let them use their own words. Track appointment conversion over time to measure improvement.
What is VoIP and does my auto shop need it?
VoIP, or voice over internet protocol, delivers phone service over an internet connection. Many shops already use it, sometimes without realizing it. VoIP systems often include features like call recording, routing, missed call reports, and integrations with other software. If your shop has not reviewed its phone system recently, ask your provider what features are available and which ones you are already paying for.
How many phone calls does a typical auto shop miss?
It varies widely by shop, staffing, and call volume, and many owners are surprised when they first look at the data. The best way to know your number is to check your phone system’s missed call reports. Once you know how many calls go unanswered and when, you can adjust staffing, add overflow coverage, or set up a callback process so fewer opportunities are lost.
Can AI score service advisor phone calls?
Yes. Some tools use AI to transcribe calls and score them against a set of attributes that describe a good call, such as greeting, discovery questions, and offering an appointment. This gives managers a consistent way to review many calls and focus coaching where it matters most. AI scoring works best as a coaching aid, with managers still listening to calls and providing human feedback.
