Case Study · Call Operations
One screen. Every number. Live.
SimpliLeads runs a done-for-you cold-calling service — callers dial, qualify and hand leads to insurance agencies and real-estate investors. DBAI built a live dashboard that pulls the systems the business already ran on into one screen, with every client getting their own page showing the leads they paid for and what they earned back.
- Client
- SimpliLeads
- Industry
- Done-for-you cold calling
- Context
- Call records, rep performance and billing lived in separate systems before the dashboard unified them into one live view.
The bottleneck
A done-for-you calling business lives or dies on trust — and the real numbers were scattered across five places: the dialer, the CRM, the calendar, the billing system, and a pile of spreadsheets.
- Five tools, no single truth
- How the callers did this week, which clients were happy, whether leads went out on time — every answer was a manual reconciliation exercise.
- Clients flew blind
- People paying for delivered leads had no window into what they were getting — visibility arrived as periodic reports, and questions arrived as emails.
- Disputes were archaeology
- Every disputed lead meant reconstructing the case by hand, tool to tool, email thread to email thread.
- Quality was guesswork
- Call quality was judged on the handful of recordings someone had time to listen to — not on the calls actually made.
Before
- Operational picture
- Assembled by hand from five separate tools.
- Caller productivity
- Known only after export and reconciliation.
- Client visibility
- Periodic reports, on request.
- Lead delivery
- Untracked once sent.
- Call quality review
- Manual sampling of recordings.
- Revenue picture
- Visible only inside the billing system.
- Funnel leaks
- Invisible — discovered long after the fact, if at all.
What we built
One system, two views: the team's screen shows how every caller is doing next to client health, revenue, delivery speed and bookings. The client's page shows them their own leads as they arrive — nothing re-keyed, nothing waiting on a weekly export.
How it's built
01
Everything on one screen
Calls, leads, booked meetings and revenue arrive on the same screen as they happen — every number taken straight from the system it came from, never typed in by hand.
02
A branded portal for every client
Each client sees the leads coming in, what they're getting back on their spend, and how they compare to others — with names hidden. No client can see another's numbers.
03
Call quality measured, not guessed
Every recording is matched to its call and lead automatically, then scored by AI — so quality is judged on every call, not a sample.
04
Numbers clients can trust
Every figure comes from a real record, or the page says plainly that it doesn't. Clients can question any lead right where they see it, and read a plain-English log of what changed.
Agents & automation
- AI call scoring
- Every call recording is matched to its record and scored by AI, replacing manual spot-checking with coverage of every call.
- Data pipelines
- Pipelines ingest the dialer's records, the CRM's leads, and the billing system's revenue into one live data layer.
- Dispute workflow
- An in-portal dispute flow ties directly to the delivery record, replacing email-thread reconstruction.
The stack
- CLAUDE
- Development engine, call scoring, AI insights
- NEXT.JS
- Application framework
- NEON POSTGRES
- Live operational database
- VERCEL
- Hosting and deployment
- CLOUDFLARE R2
- Call-recording storage
- BATCHDIALER
- Telephony and call records
- GOHIGHLEVEL
- CRM, leads and calendar
- STRIPE
- Billing and revenue
Built with Claude at every layer
The dashboard was designed, developed and is operated with Claude — from the data pipelines that ingest the dialer's records, to the AI that scores every call, to the insights surfaced on screen. AI is the development engine and the analysis layer underneath, not a feature bolted on top.
The result
Once every step was being counted, the dashboard showed exactly where leads were being lost — between the call, the qualification, and the hand-off. Effort moved to the steps that were actually leaking, and callers spent their hours where the money was.
- Operational picture
- One live screen, fed straight from the systems themselves.
- Caller productivity
- Visible within minutes of the call, not after export.
- Client visibility
- A branded portal per client with a live lead feed and real-time return on spend.
- Lead delivery
- Every hand-off recorded and timed against a target.
- Call quality review
- Recordings matched automatically and scored by AI — every call, not a sample.
- Disputes
- Resolved through an in-portal flow tied to the delivery record.
- Revenue picture
- Visible live, next to every other operational number.
- Funnel leaks
- Exposed stage by stage, so the team can act on them.
Related capabilities
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