Lovisa
An unreliable and insecure global telephony system was a significant business risk to fast- growing global retailer Lovisa until it was replaced with RingCentral.
Brookstone Windows
& Doors
Brookstone Windows & Doors, an Ontario-based home renovation company, uses RingSense to analyze 100% of customer call recordings, reduce average handle time by 5-8%, and enable data-driven coaching that has supported expansion from 6 to 11 markets across Ontario.
Region
Americas
Company size
20–99
Industry
Retail
Products used
100%
inbound and outbound call recordings are analyzed
99%
faster call recording review times
257%
anticipated agent growth in next 2 years
With RingSense, we're better able to coach our contact center on quality and how to build trust, factors that drive repeat business and referrals. And when we have quality and trust, it translates to sales.
Michelle Geddes
Contact Center Manager
Putting customers at the center of home renovation
Selecting and properly installing windows and doors is a critical, yet often underestimated, element of any home project. These choices profoundly influence a home's energy efficiency, security, comfort, aesthetic appeal, and structural integrity. With Canada's home renovation market growing and becoming more competitive, customers are increasingly informed and deeply invested, making an outstanding and fluid experience crucial.
In this environment, Brookstone Windows & Doors stands out as a leading specialist in window and door replacements. Their customer-obsessed approach ensures that every interaction reflects their commitment to customer care, which is vital for delivering the seamless experience homeowners expect with such an important investment.
For Brookstone, the contact center serves as the critical hub of the entire organization. "Everything flows through the contact center," explains Michelle Geddes, Contact Center Manager. "We are the first point of contact for customers, but we also manage all customer interactions for our sales representatives, including scheduling and other related tasks." This frontline engagement is foundational for setting the tone of the customer experience, validating leads to ensure they match Brookstone's service offerings, and establishing the trust and brand reputation that leads to successful customer relationships. With plans to grow from 14 agents to approximately 50 agents in the next two years, maintaining quality while scaling operations has become a top priority.
Explore RingSense
The cost of limited visibility
Before implementing RingSense, Brookstone used a basic phone system which lacked essential contact center infrastructure and any AI analytics for tracking call volumes, call times and agent performance for effective workforce management. Its limited call-recording capabilities meant agents handled calls without full context of the customer's project journey. For Michelle, this translated into a time-consuming manual process of randomly selecting call recordings for review. She spent approximately 16 hours per week (often during her weekend) pulling and listening to call recordings to coach her agents. Despite all her efforts, she could only audit a small percentage of all call recordings, making it impossible to identify trends or offer comprehensive coaching. Michelle recalls that they were “making performance and quality decisions based on a tiny sliver of what was actually happening.”
Michelle vividly recalls a frustrating incident in which a missed appointment led to a customer escalation. Michelle's investigation revealed that what seemed like a simple scheduling error was, in fact, a miscommunication that could have been easily identified through call monitoring. The most troubling aspect, she noted, was the presence of clear warning signs in call recordings that, if flagged, could have prevented the issue from escalating, damaging trust, and requiring a significant recovery effort. This experience was a wake-up call for Michelle. She realized that without the capacity to review call recordings at scale, her team was making decisions in the dark, jeopardizing their ability to proactively manage quality and risking a loss of confidence in their own processes.
Seamless implementation and immediate impact
Brookstone decided to transition to RingEX IVR for inbound and outbound calls for their contact center and adopt RingSense for AI because they needed insights at scale such as call visibility, coaching alignment, and efficiency. She recalls “watching RingSense process a full day, week, and month worth of call recordings so quickly—and then break them down by topics, objections, sentiment, trackers, and rep behaviors—it was eye-opening.” Michelle created trackers and scorecards, teaching the AI what to look for in calls. The impact was immediate. Michelle recalls, "When building the scorecard, I wondered if I could train it to reflect our core values. Surprisingly, the AI's responses aligned perfectly with them."
Michelle has seen dramatic improvements in their contact center operations since implementing RingEX IVR for call queues and RingSense for conversational intelligence. Michelle recalled that one month, they logged approximately 12,000 calls in the contact center. With each call lasting roughly three minutes, that's 36,000 minutes or 600 hours of calls. The once laborious task of manual listening to recordings of each call, can now be done in a matter of minutes.
RingSense allows us to analyze 100% of call recordings, conversation, and interaction. What once took 600 hours of listening is now minutes of review with summarized transcript, smart tagging, and critical moments. We're able to search insights across agents, call types, time periods, sentiments, and tones.
Michelle Geddes
,
Contact Center Manager
Improving coaching and customer experience
With comprehensive call analytics, Brookstone has transformed their coaching process. Michelle can now compare agent performance across metrics such as talk time, booking rate, objection handling, and tone—all within one platform. Michelle notes that agents have had a positive response to the feedback, recognizing it is data-driven, not subjective. With coaching insights, Michelle is able to “pinpoint patterns for agent improvement and commend exceptional work, which significantly alters how the team views feedback."
Empowering agents and driving accountability
The positive impact of implementing RingSense can also be seen in how agents themselves use the system. "The team has named the AI in RingSense. His name is Robbie Robot," Michelle shares with a smile. Beyond the nickname, there's a fundamental shift in how agents approach their work. Michelle proudly shared an example of this change when an agent took the initiative to reach out for feedback after reviewing one of her call recordings and identifying an opportunity to better her approach during a customer’s journey.
This self-driven approach reflects a new culture of accountability. The team now independently drives their own improvement. Instead of Michelle pointing out areas for development, agents are reviewing their own call recordings and insights, such as AI-generated sentiment analysis or feedback, and initiating discussions about their performance.
RingSense significantly supports the agent's role in the customer journey. Since agents often handle different stages of a customer's project, RingSense gives them critical access to past interactions. As Michelle explains, "Agents can easily pull transcripts from previous calls that a customer had with any of the other team members to get information that was missing or double-check the address because the transcripts are there too." This seamless access ensures a much smoother and more informed customer experience for everybody involved.
We used to coach without data but RingSense is a game-changer. Our team can easily pull up transcripts and previous interactions, giving agents crucial information for a seamless and more informed customer experience.
Michelle Geddes
,
Contact Center Manager
Supporting business growth with AI insights
With nine locations across Ontario and plans to expand further, Brookstone sees RingSense as a critical enabler of their growth strategy. The company has expanded from six to eleven markets, with plans to enter the densely populated Toronto market.
Michelle highlights RingSense's significant impact on operations and its ability to drive revenue, "we're better able to coach our contact center on quality and how to build trust, factors that drive repeat business and referrals. And when we have quality and trust, it translates to sales." By ensuring that product specialists only visit qualified leads whose needs match Brookstone's services, the company saves time and improves conversion rates.
The leadership team has taken notice of these improvements. According to Michelle, the significant impact in the contact center has sparked company-wide conversations about expanding AI capabilities into other business areas. Brookstone Windows & Doors' success with RingSense demonstrates how AI-powered conversation intelligence can transform contact center operations and drive growth, helping them maintain their customer-centric approach as they scale across Ontario.
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