Telemarketing Four Call Reports You May Be Missing
Not all call center reports are created equal. While many service bureaus will issue standard metrics outlining volume and costs, the true measures of an inbound call program require more detailed reporting. "If you're getting a stack of reports a mile high and still don't know what's going on, there's something wrong with your reporting system," says Geri Gantman, senior partner at R.H. Oetting & Associates, a customer contact consultancy in River Edge, NJ.
Go beyond traditional metrics with the following four call center reports.
Report No. 1: Calls by Type
This report lists all calls by type, Gantman explains, including details such as whether the call was made by a customer or prospect, the specific nature of the call (e.g., non-receipt of ordered merchandise) and the outcome (call transferred to supervisor).
Companies get too wrapped up in looking at the number of calls handled, as opposed to analyzing the reason for the calls, says Gantman.
It's the "why" factor of inbound calls that helps companies identify sales opportunities.
Report No. 2: Calls by Media Source
Many marketers don't recognize what is the most important part of an inbound call, says Mitchell Lieber, president of Lieber & Associates, a Chicago consultancy that specializes in improving calling programs. They think it's the cost of the call, he says, but it's really the cost of making the phone ring—in other words, your media costs.
"It's crucial to get good reporting on media sources that drive calls, so you can determine where to spend your budget," he explains.
You also need to review conversions to see which media not only bring in the most calls, but the most sales.
Report No. 3: Service Levels
Your top two concerns here should be wait times and abandon rates. Often, service bureaus will offer metrics on all calls coming into their call center, says Lieber. You want reporting on just your calls, so you can tell what service your callers receive.