How FieldRoutes Offices Are Adding Call Scoring Without a Second Tool

The FieldRoutes Office Has a Call Performance Gap Nobody's Talking About

FieldRoutes runs the billing, the scheduling, the routing, and the CRM for most of the pest control offices in the country. But it doesn't listen to the phone calls. That's not a knock on FieldRoutes — call scoring is not what it's built for. The problem is that those calls are where a significant share of revenue leaks: the quoted service that nobody followed up on, the cancellation nobody tried to save, the inbound lead where the CSR went straight to price before asking a single qualifying question.

According to Invoca, 27% of home-services calls go unanswered. ServiceTitan's benchmark of 3,000+ home-services businesses found that 58% of inbound calls never turn into a booked job — across the full call volume, not just the missed ones. For a pest office, that is the operator's revenue running through a system that captures everything about the customer except what the CSR actually said on the call.

The traditional fix is manual: a manager pulls recordings, listens back, and coaches on what they heard. That works for one or two calls a week. It doesn't scale to 40 or 80 calls a week, and it definitely doesn't survive a CSR turnover.

This post covers what adding call scoring to a FieldRoutes office looks like in practice — without switching phone systems, migrating data, or touching anything in FieldRoutes itself.

What Call Scoring Actually Means for a Pest Office

Call scoring is not call recording. Most pest offices already have some form of recording available through their phone system or through Voice for Pest. The recording exists. Almost nobody reviews it systematically.

Scoring is different. It evaluates each call against a rubric, automatically and on every call: Did the CSR open correctly? Did they ask discovery questions before quoting price? Did they make a clear booking ask? Did they handle the price objection? Did they try to save the cancellation?

That evaluation — on every call, not the ones the manager happened to pull — is what produces useful data. A CSR who is consistently skipping the discovery phase and quoting too early shows up in the scores within a week. A CSR who handles objections well but loses the booking ask shows a different pattern. The manager doesn't have to listen to 40 calls to see this. The scores surface it.

For a FieldRoutes office, this is the gap: FieldRoutes knows who the customer is, what services they have, and whether they paid. Roonly adds what happened on the call that created or lost that customer, and writes it back to the record where the team already works.

How Roonly Connects to a FieldRoutes Office

The integration runs in two directions: call capture and CRM writeback.

Call capture is how Roonly sees the calls in the first place. For most pest offices, this happens one of two ways. If the office uses a phone system that can send a webhook (CallRail, Kixie, OpenPhone, Aircall, Dialpad, JustCall, Zoom Phone, CloudTalk, and others), Roonly ingests the recording automatically after each call ends. If the office uses Voice for Pest, which is a closed system with no outbound API, Roonly can instead run as an overlay: calls reach a Roonly number first, get recorded, then forward to Voice for Pest as they always have. Caller ID passes through, so the Voice for Pest screen-pop still works. Nothing on the agent's end changes.

CRM writeback is the other half. After every call is scored, Roonly finds or creates the matching contact in FieldRoutes and logs a note with the call outcome, score, duration, feedback on what the CSR did well and what to improve, and a link to the recording. No stage changes, no field overwrites — just a note on the contact record so the team has the full picture in the place they already work.

This is a note-level integration by design. FieldRoutes is the system of record. Roonly doesn't try to own that. It adds the layer FieldRoutes doesn't have.

The Overlay Option for Voice for Pest Shops

Most established pest offices run Voice for Pest. It's the incumbent. It handles the phone system, the screen-pops, the routing, and increasingly its own AI tools through the x-rai product. Switching away from it is not something most offices are willing to do, and for good reason: it's woven into how the team works.

The overlay approach keeps everything. Calls come in on the same published numbers. Voice for Pest handles routing and screen-pops the same way. The only change is that each call passes through a Roonly leg before reaching the Voice for Pest system — long enough to record the conversation and capture the audio for scoring.

The pest office gets call scoring and FieldRoutes writeback without porting a number, without switching carriers, and without any change to what the CSRs see on their screens. The coaching layer sits on top of the phone system rather than replacing it.

What the CSR Sees After Every Call

After a scored call, the CSR and their manager get feedback in Roonly's dashboard: the overall score broken down by category, a transcript of the call, specific moments flagged as strong or weak, and a plain-language note on what to work on.

The manager's queue surfaces the calls that were winnable but lost on a recoverable objection. Not "the calls the manager happened to pull this week," but every call where a customer said they needed to think about it, or pushed back on price, and the CSR didn't have a good answer. Those are the calls that, reviewed and coached on, change booking rates over time.

CSRs can also practice in the browser. Roleplay scenarios built from the office's actual calls — cancellation saves, price objections, add-on upsells — let a CSR run through a tough situation before it happens again on a live call.

The Coaching Loop That Runs Without Adding to the Manager's Plate

The thing most pest offices don't have time for is not better data. They have the data, more or less. What they don't have is the time to turn that data into coaching. A manager at a 2-CSR or 4-CSR pest office is running the business, handling escalations, and doing their own calls. A manual QA process means listening to recordings on weekends or not at all.

Roonly's scoring runs automatically on every call with no one pressing a button. The feedback goes to the CSR without the manager having to queue it up. The manager queue shows only the calls that warrant attention, flagged by the system rather than by luck of which calls the manager pulled.

The loop: a call happens, Roonly scores it, the CSR sees the feedback, the manager sees the flagged calls, the CSR practices the scenario they got wrong, and the FieldRoutes record gets a note with the full outcome. No extra tools, no extra workflow. The FieldRoutes office gets a coaching layer that runs itself.

Getting Started Without Disrupting What's Already Working

For a FieldRoutes office already using a phone system that supports webhooks, the starting point is configuring Roonly to receive recordings from that system and enabling the FieldRoutes writeback. No porting, no carrier change.

For a Voice for Pest office, the starting point is the overlay: a Roonly number that forwards to the existing Voice for Pest setup. Calls route the same way they always have. The recording and scoring happen on the Roonly leg before the call continues.

Either way, Roonly Office connects to the CRM and phone setup already in place and adds call scoring and CSR coaching to every conversation — without migration, without porting, and without asking the team to learn a new system.

The calls are already happening. The data is already there. The gap is in what gets done with it.

Sources

1. Invoca — Home Services Phone Call Statistics
2. ServiceTitan — Home Services Benchmark Report (3,000+ businesses surveyed)
3. FieldRoutes — Pest Control CRM and Field Service Management
4. Voice for Pest — Pest Control VoIP and AI Tools