marketing services is defined as a campaign or program where a company
receives inbound calls which are generated by a variety of different
channels, including digital marketing, TV ads, newspaper ads, flyers,
inbound call center services, it is critical to have a good handle on
call volumes and your company’s handling of those calls. If you’re like
most companies, you’re spending significant money to get the phone to
ring. Don’t waste that money by mis-managing the inbound team.
an outsourced call center services firm, we help many clients with
answering their inbound 8XX numbers, handling chat sessions, and
answering emails. All of these contacts are lumped into “Inbound
telemarketing services” for the purposes of this article.
a senior leader in this industry, I’ve noticed that the biggest
challenge with inbound call handling is that we don’t have as much
control on the calls coming in or being handled, therefore it’s more
challenging when it comes to hitting goals or staffing for such
campaigns. This is compared to running outbound marketing campaigns
where we know from the beginning how many leads we’re going to call and
we have a good idea on how long it will take to make those calls.
Therefore, for successful inbound marketing management, it is
imperative that the reports you design are easy to read and helps you
look for any patterns that may occur that will help the operations team
determine the best plan of action.
inbound reporting it’s important to not only capture the calls that the
agents handled but also to drill down to the calls the agents didn’t
handle. It’s easy to lay out what happened to the calls that the agents
handled, either it was a sale or refusal or they called into the wrong
number. Plus many times you have recordings to go back and listen to
these calls to determine what took place. The not-so-easy part to
determine is what happened to the calls that came in but no agent
handled. Did the customer hear the greeting and realize they dialed the
wrong number? Did they wait on hold too long and hang up? Or maybe they
dialed outside the business hours of the campaign. Determining what
happened to these non-handled calls are significant as well so your
operations team can determine if they’re staffing correctly to handle
the calls coming in.
answered call and unanswered call trends will help the team hit their
goals which of course is the ultimate goal, along with ensuring great
Here are some key factors to have on your inbound report.
• Total Incoming Calls: These are calls regardless if answered or not
• Calls Answered: These are calls handled by agents
• Breakdown of the calls answered: Number of sales, Refusals, Wrong Numbers, Etc.
• Breakdown of calls unanswered: These are calls that didn’t get to an agent
• It’s good to drill these down to the following areas:
• After hours: These are calls that hit your ACD outside of defined business hours.
Calls < 30 seconds: These are the callers that hung up waiting to be
answered, within 30 seconds of hitting your inbound queue.
• Abandoned Calls > 30 seconds: These are the callers that hung up waiting to be answered, after 30 seconds in queue.
section of the report that is key, is the time spent on the calls. With
inbound reporting generally, the time being represented is in minutes
instead of hours. However, it’s important to state that on the report
so everyone understand what time frame is being represented.
• Handled Time: The time it took to handle that call both while talking to the customer and wrapping up the call.
• Talk Time: The time the agent spent speaking with the caller
• Wrap Time: The time the agent spent after they hung up with the caller before releasing the call record.
Speed of Answer (ASA): This tells you on average how quickly the calls
are being answered. This is a very important metric because it lets the
operations team know if we are answering the calls in a timely manner
or if a staffing change might need to occur. Or maybe it was just a
spike in calls coming in for that time-period.
Figure A below you will see an example of an inbound report that I have
outlined the key components I mentioned above along with some other
metrics that we use day in and day out with telemarketing.
And lastly, when designing the perfect inbound report, not only is it
important to collect these key factors onto the report to help the team
in making decisions for the duration of the campaign but it is vital to
ensure that the presentation, accuracy and branding of the report is
being represented as well.
Hinrichs is Director of Client Services for Quality Contact Solutions,
a leading outsourced inbound and outbound call center organization.
Melissa leads a talented team that ensures client data and reports are
delivered on-time and without errors. With more than 20 years of
database management and reporting experience, Melissa loves helping her
clients make better business decisions by providing them with relevant
data and reports on a daily basis. Melissa can be reached at [email protected] or 516-656-5125.