9 Ways to Use Call Metrics to Improve Your Sales Team’s Productivity

In previous articles, we’ve already described what virtual telephony is and how to quickly implement this tool in your business. It's time to understand the indicators and reports within virtual telephony that help you work more efficiently.

9 Ways to Use Call Metrics to Improve Your Sales Team’s Productivity

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Tracking the performance of your sales or support team helps you understand how customers see your business and how they judge the quality of your service. Knowing this initial data, you can start the process of improving your performance to meet customer expectations.


Using virtual telephony, you will be able to make strategic decisions aimed at increasing sales and customer service.


So how can you measure the effectiveness of your calls? Use the following reports on calls and find out for yourself!

1. Average call duration

This metric tracks the duration of a call from the beginning to the end of the call. On average, it takes sales managers 2 to 10 minutes to effectively qualify an incoming call, give a brief pitch, and move forward with a customer who has contacted your business. If the calls are too short, the client is most likely not interested in your offer and might contact another company. If the calls are too long, then your managers may be spending too much time communicating with customers and missing out on other potential business.

2. Average waiting time

This indicator will show how long customers have to wait before starting a conversation with the manager. People don’t like to wait a long time on the line and will simply call another company if you take too long to pick up, which most often leads to a drop in sales. And vice versa, the faster you answer the call, the higher the chances the client will appreciate the efficiency of your business and buy from you. A long waiting time can also mean you need to hire additional managers – the existing ones can no longer cope with the current volume of requests.

3. Distribution of calls by managers

3. Distribution of calls by managers

This metric will show which of your employees makes the most calls and devotes the most time to their customers, and vice versa, which do not put in enough effort, speak to little or no customers, and miss calls.

4. Call dynamics

4. Call dynamics

This metric will show which specific days of the week or month customers call you more often. You can also see at what hours during the day customers call you more. This data will help you effectively distribute the workload to your managers and create the most efficient schedule. If your clients call you more on weekends, then you can connect additional managers for these days. If you receive a lot of calls outside of business hours, it makes sense to extend your call hours to early in the morning or late in the evening.

5. Call tags

You can automatically or manually assign tags to all calls and thus track which product or service your customers use most often. You can also use tags to identify which ads lead to calls in order to evaluate the effectiveness of your advertising budget. This way you will get statistics from exactly where the customers found out about you: banners on a busy street, Facebook ads, word of mouth, etc.

6. Source of calls by city and country

6. Source of calls by city and country

Whether your business is national or international, you can see from which countries and cities you receive calls more often and strengthen the presence of your business in these regions.

7. New and existing clients

Virtual telephony captures new and existing calls. Thus, you can see the share of new vs. existing customers in the total number of calls. This indicator perfectly demonstrates how many repeat calls your customers make to clarify details or to make repeat orders.

8. Call recording

8. Call recording

Listening to calls will tell you about all of the requests of your customers. From the recording you can also learn about the issues and concerns managers face from customers and how they deal with them. By recording calls, you can improve the quality of your service, AND products, thereby increasing sales.


By listening to the recordings of the most successful managers, you can identify effective sales techniques and methods and help novice managers improve their performance.


Also, recording calls will allow you to sort out miscommunications with clients: you can track the progress of the conversation and find the exact moment of misunderstanding between the client and the manager. Then, you can resolve the issue fairly and in the interests of both the client and your business.

9. Missed calls

9. Missed calls

This feature will tell you exactly how many customers you lose to missed calls, and help you call them back. Reducing the number of missed calls directly improves sales. If customers do not get through to you, they most likely will go to your competitor or buy elsewhere.

Conclusion

Using metrics and summary reports for different periods, you can quickly and easily identify weaknesses in your service and improve them. You can also track the performance of each individual employee and improve their work.


Using dashboards with a set of different reports, you can see the work of your sales department in real time, track the number and duration of calls, quickly respond to business situations, and make impactful strategic decisions.

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