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BuildBetter automatically analyzes your calls, conversations, and imported data to extract key insights called Signals. These insights help you understand customer needs, track issues, and identify patterns without manual tagging.

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What are Signals?

Signals are automatically extracted insights from your data including:
  • Customer feedback and feature requests
  • Bug reports and technical issues
  • Product complaints and pain points
  • Success stories and wins
  • Competitive mentions
  • Action items and decisions
  • Questions and objections

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Signal Sources

Signals are automatically extracted from:

Call Recordings

Live conversations, meetings, and sales calls with full transcript analysis

Imported Conversations

Support tickets (Zendesk, Intercom, Kustomer), chat logs (Slack), and CRM data

Documents & Text

Uploaded files, meeting notes, and written feedback

External Integrations

CRM systems (Salesforce, HubSpot), surveys (Pendo, Typeform), and more

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Automatic Extraction Process

1

Data Ingestion

Content is processed from calls, imports, and integrations
2

AI Analysis

Advanced language models analyze content for meaningful insights
3

Signal Classification

Insights are categorized by type, sentiment, severity, and other properties
4

Enrichment

Signals are enhanced with metadata, context, and entity associations
Extraction happens automatically when calls are processed or data is imported. No manual tagging required.

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Signal Types

BuildBetter detects 35+ different signal types across three categories:

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Universal Signals (Internal & External)

Detected in all conversations:
  • Improvement - Suggestions for enhancements
  • Complaint - Expressions of dissatisfaction
  • Issue - Problems or challenges mentioned
  • Inquiry - Questions or information requests
  • Compliment - Positive feedback or praise
  • Observation - Noteworthy comments or insights
  • Testimonial - Customer success stories
  • Idea - Creative suggestions or concepts
  • Feedback - General feedback or opinions
  • Competition - Mentions of competitors
  • Action Item - Tasks and next steps

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Internal-Only Signals

Detected in internal conversations (team meetings, planning sessions):
  • Suggestion - Team improvement ideas
  • Decision - Key decisions made
  • Feature - Feature discussions
  • Strategy - Strategic planning points
  • Change - Process or product changes
  • Confusion - Areas of uncertainty
  • Concern - Worries or risks
  • Challenge - Obstacles identified
  • Opportunity - Growth opportunities
  • Achievement - Milestones reached
  • Milestone - Project progress markers
  • Update - Status updates
  • Priority - Priority discussions
  • Risk - Risk identification
  • Blockers - Impediments to progress
  • Customer Insight - Insights about customers
  • Dependency - Dependencies identified

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External-Only Signals (Customer-Facing)

Detected in customer conversations:
  • Feature Request - Explicit feature asks
  • Bug - Software defects or errors
  • Objection - Sales or product objections
  • Discovery - Discovery phase insights
  • Question - Customer questions
  • Strategic - Strategic discussions
  • Interest - Product interest indicators
Signal types can be configured in Settings > Features > AI Labeling to enable/disable specific types for your organization.

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Signal Properties

Each extracted signal includes:

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Core Properties

  • Type: Classification from 35+ signal types
  • Content: The actual text/quote from the source
  • Summary: AI-generated concise summary
  • Source: Original recording, conversation, or import

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Enrichment Properties

  • Sentiment: Score from -10 (very negative) to +10 (very positive)
  • Severity: Impact score from -10 to +10
  • Bias: External signal bias measurement
  • Emotions: Detected emotions (happiness, frustration, confusion, etc.)
  • Business Impact: Revenue, adoption, satisfaction, retention, efficiency implications

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Context Properties

  • People: Associated contacts
  • Companies: Related organizations
  • Topics: Detected themes and subjects
  • Timestamp: Exact moment in source content
  • Personas: Customer persona associations
  • Tags: Organizational labels

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Dynamic CRM Properties

Signals inherit metadata from connected systems:
  • Salesforce fields: Account info, opportunity data, custom fields
  • HubSpot properties: Contact properties, company data, deal info
  • Custom metadata: Organization-specific attributes
Use the properties panel when viewing a signal to see all extracted and enriched data.

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Extraction Configuration

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AI Labeling Settings

Access Settings > Features > AI Labeling to:
  • Enable/disable specific signal types
  • Configure extraction sensitivity
  • Set confidence thresholds
  • Customize type definitions for your domain

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Extraction Methods

  • Automatic (default): AI extracts signals during processing
  • Manual: Users can create signals directly from transcript selections

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Signal Quality

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Quality Indicators

  • Confidence score for each signal
  • Source reliability rating
  • Extraction method (automatic vs manual)
  • Verification status (if using citation verification feature)

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Improving Accuracy

  • Ensure complete, accurate transcripts
  • Use proper speaker labeling
  • Configure signal types for your industry
  • Provide feedback on incorrect extractions
Signal accuracy depends on transcript quality, speaker identification, and proper source configuration. Review important signals before acting on them.

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Integration with Other Features

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Signals Enable:

  • Document Generation: Create PRDs, reports from signal collections
  • Datasets: Organize signals for analysis with custom AI columns
  • Dashboards: Visualize signal trends and patterns
  • Workflows: Trigger actions based on signal detection
  • CRM Push: Send signals to Jira, Linear, Salesforce, HubSpot

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Troubleshooting

  • Verify transcript is complete
  • Check speaker labeling accuracy
  • Review signal type configuration
  • Ensure extraction hasn’t been disabled for that type
  • Review confidence scores
  • Check context and full transcript
  • Verify signal type settings
  • Use manual reclassification if needed
  • Signals may appear in multiple related contexts
  • Filter by unique source or timestamp
  • Use deduplication in Saved Search views
Signal extraction runs automatically on all processed content. No manual action required to generate signals from your calls and data.