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Unbooked call reasons explain the specific outcome that prevented a qualified service opportunity from becoming an appointment. Use these definitions when reviewing Top Unbooked Reasons, validating a suggested reason, or writing descriptions for a team’s active reason list.
The active list can differ by team. ServiceTitan teams can sync their own reasons, and administrators can create custom Avoca reasons. Use the names and descriptions shown in your team’s Coach → Settings → Call Reasons page when they differ from this reference.

Review unbooked reasons in Coach

  1. Open Coach → Overview.
  2. Set the date range and relevant agent, group, direction, or campaign filters.
  3. Find Top Unbooked Reasons.
  4. Select a prominent reason to inspect the underlying calls.
  5. Compare the current and suggested reason with the recording and transcript.
  6. Decide whether the pattern is caused by agent behavior, availability, policy, pricing, service area, or classification.
A reason describes why the lead did not book. It is separate from the call type, lead status, booking status, and any tags.
Coach Top Unbooked Reasons chart

Top Unbooked Reasons shows which outcomes account for the largest share of missed bookings.

Standard unbooked reason definitions

Maintain useful reason descriptions

Good descriptions:
  • Separate easily confused outcomes
  • State the event that prevented booking
  • Avoid duplicating another active reason
  • Explain whether the reason represents a lead
  • Use a catch-all only when no specific reason is reliable
If the wrong reason is selected repeatedly, improve the descriptions that distinguish the two reasons before adding another near-duplicate.

Configure reason behavior

Under Coach → Settings → Call Reasons, an authorized user can:
  • Sync reasons from ServiceTitan
  • Create Avoca-only reasons
  • Edit descriptions and bookability
  • Activate or deactivate reasons
  • Enable automatic reason reclassification
  • Require a reason on every supported call
Automatic ServiceTitan reason updates require at least 98% confidence. Lower-confidence differences remain suggestions unless the team requires a reason. See Review and automate call reclassification for a safe rollout.