Speech analytics in Bitrix24 helps you analyse recorded conversations with salespeople: what the buyer asked, how the salesperson answered and where the discussion stopped. To set it up, you need accessible call recordings, access to the necessary data for your chosen service, and rules for the analysis. You should accept the setup based on your own conversations: the recording must be included in the analysis, linked to the right deal and give the head of sales a basis for a specific action.

If, after listening to a sample of calls, you explain to your head of sales where a salesperson lost a customer, it is understandable that you want a program to do the listening. Recordings pile up faster than they can be reviewed. You want a short conclusion so you can get on with the rest of the business.

But the owner will have to make one decision before installation: what exactly they will allow to count as a conclusion about the department’s work. There is a difference between a conversation the system heard with no issues flagged and a conversation that is missing from the analysis altogether. If you mix them up, employees with incomplete recordings will look better than those whose work is fully visible.

I believe that launching speech analytics should start with a requirement to show what is missing. Otherwise, the first thing you buy will be confidence in the part of sales that could be heard.

Which conversations will be analysed

The most useful line in the first report shows how many conversations took place but were left out, and why. You should ask the person responsible for the setup for this before asking for a list of salespeople’s mistakes.

A call passes through several places: the phone system, the call recording, the customer record and the analysis service. Each move raises a separate question. Was the conversation recorded? Can the connected service access the file? Did the service receive the recording? Was it linked to the deal they were discussing?

Ask the CRM system administrator and the head of sales to describe this route for every way the department communicates. For example, an incoming call to the main number and an outgoing call from a work phone need separate tests. A conversation on a personal phone that is missing from the data sent cannot be included in a conclusion that no mistakes were made.

You do not need to move all sales into one channel to get started. You need to define the boundary: which conversations are being analysed now, which are excluded and who is fixing each gap. If negotiations with key buyers are left out, conclusions about new employees handling incoming calls tell you nothing yet about the quality of those negotiations.

The owner decides whether this coverage is enough for their task. One area will be enough to train new employees. Comparing the whole department requires comparable data for each person.

How to set up speech analytics in Bitrix24

It is useful to split the setup between two people. The CRM administrator is responsible for getting the data; the head of sales is responsible for the substance of the analysis. The owner defines which decision the first run should support: find buyers’ questions that were missed, analyse refusals or identify breaches of a rule already in place.

Step 1. Define the area and prepare the conversations

Choose one group of deals and one question to ask about it. For example: does the salesperson find out the buyer’s requirements before sending a proposal? This task needs initial conversations about a purchase. Calls about rescheduling delivery do not fit: there is no need to establish the order requirements again.

The head of sales prepares links to several conversations from this group that took place, along with deal numbers and dates. These must include different employees and different ways of making calls. This is the starting list to check against, saved before setup: later, it will show which recordings the service received.

Do not leave the selection to the salespeople themselves by asking them to send successful conversations. The setup must cope with the department’s normal work, including short answers, call transfers and repeat contact.

Step 2. Make sure the necessary recordings exist

The administrator opens the prepared calls in Bitrix24 and listens to the beginning and end of each. The call list must contain an accessible recording of both the buyer and the salesperson speaking. A row with only a date and duration is useless for analysing the content.

If there is no file, first find out where it should be created and saved in the phone system being used. If the recording cuts off after a transfer to another employee, find the continuation separately. Sending such a conversation as complete means asking an analyst to judge the negotiations from their first half.

The result of this step is a list of accessible recordings, with reasons for missing recordings listed separately. Every gap in the list gets an explanation before the quality of the conversation is assessed.

Step 3. Set up the service’s access to data

The administrator connects the chosen service following its instructions and checks access using the prepared recordings. Analysing a conversation alongside a deal requires the relevant CRM data and the conversation files themselves. In the setup brief, specify access to calls through “Telephony” and “Drive” separately. The administrator being able to listen to a recording in their account does not mean the connected service will receive it.

In Bitrix24, employees’ call permissions are configured under “Telephony → Connection → Access permissions”; listening permissions are listed separately. This is described in the official Bitrix24 help guide. The permission names in the integration settings and the permissions of a particular employee need to be checked separately.

The person responsible must give a simple answer: which data the connection can access, whose permissions it operates under and which prepared files it managed to retrieve. “The administrator can open everything” does not mean the job is done.

Step 4. Match the recording to the right deal

The head of sales takes the analysis result and works backwards: to the recording, the buyer and the subject of the conversation. A customer with several orders is particularly useful. A matching phone number is not enough if the conversation was about a new order while the record contains a previous one that has already been paid for.

Look at the timing of events too. The salesperson promised to send a proposal, sent it after the conversation and received a reply in the written exchange. A conclusion based only on the call will treat the promise as unfulfilled, even though the buyer is already reading the document. To assess the deal, you need its history after the conversation.

The head of sales confirms acceptance of this step with links: here is the conversation, here is the right record, here is the continued communication. If the link is wrong, fix how the data is received or matched; put any criticism of the salesperson on hold.

Step 5. Set the rules for analysing speech

Give the person doing the work the department’s current requirements. Each requirement must answer three questions: which conversation it applies to, what action is expected from the salesperson and which part of the conversation will show that it was done.

An example requirement for an initial discussion: before making a proposal, the salesperson finds out what the product is being bought for and what time constraints the customer has. A repeat call about an agreed order needs a different requirement: clarify an unresolved question. Using the same list for these conversations will flag issues where the employee is simply continuing work already started.

If there are no written rules, the head of sales first sets them out for the chosen area. The owner should approve the limits of its use: the initial setup helps the head of sales review the work, while conclusions about staff require confirmed instances and a review with the employee.

One phrase does not explain the outcome of a conversation

Let us take an illustrative example, not a RENTROP case. The buyer says: “I need to agree this with my partner.” The salesperson replies: “All right, I’ll wait” — and ends the call. The record contains neither a deadline nor an agreement about following up. Here, the head of sales has something to discuss with the salesperson: they left the buyer to organise the next contact themselves.

In the second conversation, the buyer says the same thing. But the salesperson asks what the partner will need to make a decision, agrees to send an estimate and agrees a time for a joint call. After the conversation, the estimate is sent by message. The label “customer has not made a decision” fits both cases, but the head of sales will give different instructions.

In the first, the head of sales sends the salesperson back to the buyer to agree on the next contact. In the second, they check whether the agreement already reached has been carried out. Giving both the same practice in responding to objections means missing a significant part of the analysis.

The same mistake happens with the final remark “expensive”: without the conversation that came before it, it becomes a reason to change the price list. I discussed this choice separately in the article what to find out before lowering the price.

For the owner, this sets a requirement for the first result: the head of sales brings an issue together with an excerpt from the conversation, the deal’s status and their decision. A long retelling of the conversation without these three things will leave the owner listening to every disputed call.

A setup brief you can use and a sample acceptance check

Below is a text the owner can give to the head of sales and the CRM administrator. Five working days is the suggested period for a first trial with a limited group of conversations, not a promise from the service provider.

Within five working days, prepare a trial analysis of initial conversations in the chosen Bitrix24 sales funnel. The head of sales is responsible for the selection and the conversation requirements; the administrator is responsible for the recordings and access for the connection. By the end of the second day, provide a list of calls and the reasons why files are unavailable. By the end of the fifth, provide the result for this same selection: which recordings were received, which deals they were linked to, which issues are confirmed by the customer’s speech and what the head of sales decided to do. Show conversations missing from the analysis separately. If a technical issue prevents completion, report it before the due date and state when it will be fixed.

A short, completed note is useful for accepting the work. The following numbers are illustrative: they show a way to keep track, not a customer’s results or a standard for service quality.

  • We selected 12 conversations that took place: 6 incoming, 4 outgoing and 2 transferred between employees.
  • We found complete recordings for 10 conversations. One outgoing call has no file; one transferred call has only its beginning recorded.
  • The analysis included 9 of the 10 complete recordings. For the last one, the administrator is finding out why the service cannot access it.
  • Of the 9 analysed conversations, 8 are linked to the right deals. One is attached to a previous order from the same buyer.
  • Conclusions about the salespeople’s work were based on 8 conversations out of the original 12. The other 4 are listed with reasons; they are not counted as conversations without mistakes.

This note already shows the order of work. Changing the analysis rules will not recover a missing recording. A complete file that the service did not receive needs work on the connection. A conversation about another order needs the correct link to the deal. Each cause needs its own person responsible and a date, and the word “connected” hides them.

The owner can accept this setup for a limited task: for example, analysing accessible initial conversations. But it is too early to use it to compare all employees if the gaps are concentrated around one person or one way of making calls. The decision to expand the use of analytics comes after these specific gaps have been resolved.

There is a second part to acceptance: what the flagged issues mean. Ask the head of sales to attach one confirmed instance showing the salesperson’s action and one rejected instance with an explanation. For example, the requirement to establish the customer’s needs again was dropped because the call continued work on an order already agreed. This shows whether the head of sales can distinguish useful information from an unsuitable requirement.

From then on, the routine report to the owner includes a recurring mistake, the head of sales’ decision and a question that needs the owner’s authority. Listening to calls and speaking with salespeople remain the head of sales’ responsibility. This way, the setup reduces the owner’s personal workload while preserving their ability to demand a basis for a conclusion.

When a call has to be linked to a deal manually

A separate transcript lets you read the conversation. But if the head of sales searches for the promised proposal, the written exchange and the current deal after every transcript, a significant part of the analysis is still being put together manually. This is the work to consider when choosing a tool if the aim is to understand what happens with the buyer after the call.

For this task, RENTROP has AI ROP — speech analytics for Bitrix24: it analyses calls and written exchanges alongside the deal record, shows mistakes with a quotation and a suggested response; calls from Bitrix24 require “Telephony” and “Drive” permissions. The service only reads data; decisions and actions involving employees remain with the head of sales.

When handing the listening over to a program, the owner expects to stop personally looking for a mistake in every conversation. This will work when the head of sales can explain both a flagged issue and missing data: silence in the report should mean a clear result from the analysis, not a lost recording.