Competitive contact centers regularly measure their effectiveness. Using the best contact center reporting metrics, leadership can identify the areas of strength and where improvements can be made. When it comes to outbound calling success, there are several metrics that make a real difference. Here are eight to consider.
#1 Call Rates
The strength of your outbound sales calling can’t be judged by eye alone. Sure your team of agents may all look engaged and productive, but the only way to truly gauge efficiency is by tracking the number of call attempts made. Benchmarking the number of outbound calls per agent, campaign, and team can provide useful insights into agent or team productivity. At the same time, if one campaign is taking up much more of the agents’ time, the call script might require revision.
#2 Lead Processing
The number of calls out can indicate that your sales team is keeping busy. But are they actually being effective? That’s where the number of leads processed is a better indicator. Effectively processing a lead will give your contact center actionable information in determining:
• Value of leads
• The effectiveness of sales script
• What is and isn’t working
#3 Conversion Rate
What you really want to see is your agents converting the leads into successful sales, so this one is an obvious metric to measure. Typically measured as a percentage (# of calls/# of sales), the goal is to get a higher conversion rate. A lower percentage means your cost per lead is higher, which negatively impacts contact center revenue.
#4 Calls Per Lead
Trying to gauge the quality of your lead list, this metric takes into consideration the difficulty of making a sale on the first call (First Call Close, is another potential metric). Not every first contact is going to get a sale, but if the leads need many calls to make the sale or they never convert, your organization can revisit its lead list and agent reporting for areas of improvement.