Measure Call Quality, Not Just Call Count, with Cortex Call

October 25, 2026 · Cortex Solutions

How do you know your team handles customer calls well? Answer rate, wait time, AI call summaries, your own quality scorecard and consent-based recording in Cortex Call.

In many Saudi businesses, evaluating customer service starts and ends with one question: how many calls did we take today? But the count alone tells you little. Was the customer answered quickly? Did they get a clear answer? Was a next step agreed and then carried out? And does the manager even know what staff are telling customers?

These questions matter more as the team grows, or when some employees work from home or from different branches. In this article we explain how to move from counting calls to measuring their quality, and how Cortex Call helps you do it.

The problem: calls nobody sees

When calls go through scattered phones or personal mobiles, three things get lost:

• Visibility: you do not know how many calls were missed or how long customers waited.
• Content: you do not know what was said, the customer's tone, or the agreed next step.
• Fair evaluation: staff are judged on impressions rather than clear criteria, so hard workers feel wronged and underperformers do not know where to improve.

The solution: measure what actually matters

Before any system, decide what you want to measure. We suggest four areas:

• Answer metrics: answer rate, missed calls, wait time and callbacks.
• Call content: a summary of what was said, the customer's tone and the next step.
• Quality criteria: a written scorecard suited to your business, such as greeting with the business name, understanding the request, a clear resolution and agreeing an appointment.
• Compliance: transparent call recording with the caller's consent, with control over who can listen and how long recordings are kept.

How does Cortex Call do it?

Cortex Call is a cloud call center with an AI assistant that answers every call in Arabic under your business name around the clock and routes it by your rules to the right employee. Beyond answering and routing, it gives you clear tools to follow quality:

A full log and performance metrics per agent and team

The call log shows each call's path and outcome. Team performance metrics show answer rate, missed calls, wait time and callbacks, per agent and per team. Alerts arrive for missed calls and voicemail, with a reminder ten minutes before a scheduled callback, so no customer is left without a reply.

An AI summary after every call

The assistant writes a summary of the call content, the customer's tone and the next step. After the call it can create a callback, a calendar appointment, a sales opportunity or a ticket, or escalate a complaint to a manager, with an undo option for each action. All calls, including missed ones, are kept in the customer profile alongside their messages and opportunities.

Quality scoring with a scorecard you define

You set your own scorecard and the weight of each criterion; AI scores calls against it, and a supervisor can adjust the score. Evaluation becomes based on published criteria everyone knows, not impressions.

Consent-based recording with controlled privacy

Recording is off by default. To enable it, the system requires you to confirm that callers are told in advance and may refuse, either through an announcement before answer or read by the employee, with reference to the Personal Data Protection Law. You set the retention period, 90 days by default, after which files are deleted automatically, and only authorized users can listen. Recordings and transcripts are available only if you enable recording.

A team working from anywhere without losing visibility

Staff answer and place calls from the browser on a computer or mobile, inside or outside the office, with no device or app to install. On ring, the caller card shows their identity, recent calls and open items. Because all calls go through the same system, metrics and scores stay complete wherever the employee is.

Works with your current numbers and PBX

Cortex Call supports Yeastar, Asterisk, FreePBX and systems built on them, as well as SIP trunks from your provider, so you keep your numbers and devices. If you have no PBX, one is provisioned for you with a number on the system.

Practical steps to get started

• Write a quality scorecard of five to seven criteria suited to your business, and agree it with your team before applying it.
• Review answer metrics weekly, starting with missed calls and wait time.
• Use AI summaries to review a sample of calls instead of listening to all of them.
• If you decide to record, enable the advance notice announcement and set retention and who may listen.
• Turn scoring results into regular coaching, not punishment.

Plans and trial

Cortex Call plans start at SAR 199 per month for three agents, SAR 449 for eight agents and SAR 899 for twenty agents, excluding VAT. Quality scoring uses AI points from the plan's balance. A 14-day free trial is available with no credit card, and you can cancel anytime. You can also call 0114916092 and talk to the same assistant that will answer your customers.

Start measuring the quality of your calls today and discover Cortex Call: https://cortex.sa/solutions/call-center