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Berlitz more than doubled sales conversion in three months
Berlitz's Consumer teams in Mexico and Colombia sell language programs by phone: 80 sales agents, around 96,000 conversations a month. Three months after putting CallCoach on their sales calls, conversion had more than doubled, sales-team turnover had halved, and new staff were reaching proficiency in half the time.
"CallCoach changed the way we manage the Consumer team. We stopped making decisions based on small quality samples and started relying on concrete, cell-level data at scale. That translated directly into higher retention and better conversion."
Rocío Sanz - Director of Consumer, Berlitz Mexico and Colombia
The opportunity
Berlitz set itself two targets for 2026: lower operating costs and more enrolments from every contact. Rather than buy more leads, Berlitz would deliberately take fewer, better-qualified registrations and rely on the sales team to convert them. That only works if the team is good enough that no closing opportunity goes to waste.
Quality assurance could not keep up. An auditor listened to a call at least three times to score it, and feedback on a single call took at least 24 hours to reach the agent. Against 96,000 calls a month, the audited sample was tiny. Coaching stayed general and occasional, and agents who fell behind too often left.
What changed
In February 2026 Berlitz rolled CallCoach out across the Consumer sales teams in Mexico and Colombia. CallCoach analyses their sales calls against criteria Berlitz set itself, among them how well the agent identifies the learner's needs, how they handle objections, and their tone of voice. Analysis that used to take a day for one sampled call now comes back from every team within hours.
Supervisors use the results in their one-to-ones. The conversation starts from the agent's own calls, scored the same way for everyone, rather than from a supervisor's memory of two or three of them. Where an agent is struggling on one skill, the coaching goes to that skill. Every decision stays with a Berlitz supervisor.
"Before, preparing feedback for each agent required hours of listening to individual calls. With CallCoach, I come into 1:1 meetings with the information prepared, and agents are more receptive to feedback because they know the feedback is based on objective data rather than personal opinion."
Abigail Moreno - Supervisor, Berlitz Mexico and Colombia
More than doubled conversion. Halved the rest.
February to April 2026, across the Consumer sales teams in Mexico and Colombia.
Sales conversion more than doubled: from 0.6% to 1.3% of opportunities
Sales-team turnover halved
Time-to-proficiency for new staff halved: 12 weeks to 6
Conversations a month across the two countries
Rocío credits two changes made together: Berlitz's decision to take fewer, better leads, and coaching driven by CallCoach. Berlitz's 2026 plan set out to spend less and convert more per contact. Three months in, it has both.
"The Berlitz team did the thing that most sales leaders talk about and few do; they focussed their coaching on the calls that really mattered, halved turnover and time-to-proficiency of new staff and as a result doubled the conversion. CallCoach gave them the platform to do it at scale."
Erik van Eekelen - CEO, Icana.AI
See it on your own sales calls
CallCoach works the same way on any team that sells by phone. Every call scored against your own criteria, and coaching that goes exactly where it is needed.