{"id":1279,"date":"2022-04-14T17:45:00","date_gmt":"2022-04-14T17:45:00","guid":{"rendered":"https:\/\/www.800.com\/blog\/?p=1279"},"modified":"2022-10-21T16:44:20","modified_gmt":"2022-10-21T16:44:20","slug":"7-key-ways-to-measure-inbound-calls","status":"publish","type":"post","link":"https:\/\/www.800.com\/blog\/7-key-ways-to-measure-inbound-calls\/","title":{"rendered":"7 Key Ways to Measure Inbound Calls"},"content":{"rendered":"\n

As marketers, you commonly think of your primary goal as being to get the phone to ring or otherwise establish contact between advertiser and prospect. And that\u2019s a noble goal, indeed. But then what happens?<\/p>\n\n\n\n

That\u2019s an important question because a phone call is just a phone call. It means nothing to the marketer\u2019s bottom line. In fact, it\u2019s merely another cost of doing business if there\u2019s no return on investment.<\/p>\n\n\n\n

At 800.com, we help marketers get toll-free vanity phone numbers that go above and beyond to get those call center phones to ring. But we know that this isn\u2019t the end of the story. Not by any means. It\u2019s really only the beginning of the customer relationship.<\/p>\n\n\n\n

Once those phones start ringing, advertisers have numerous ways to measure what happens on every call, from call pickup to (hopefully) sale.<\/p>\n\n\n\n

Those metrics can be divided into two categories, and there are key metrics<\/a> serving both areas. Here are those that we think are most important.<\/p>\n\n\n\n

Agent Productivity Metrics<\/h2>\n\n\n\n

Whether your call center is a department within the advertiser\u2019s company or a third party, the careful marketer will want to measure its effectiveness. Based on some of these metrics, additional training or even a switch to another provider might be called for.<\/p>\n\n\n\n

Average Wait Time<\/h3>\n\n\n\n

As we stated, you want to measure response from the beginning to the end of the call. AWT measures the amount of time the customer had to wait on hold until speaking to an agent. Measure this metric against sales made and you\u2019ll see how long a potential paying customer is willing to wait for someone to answer questions or ring up a sale.<\/p>\n\n\n\n

Average Abandoned Call Rate<\/h3>\n\n\n\n

This metric is obviously strongly related to AWT, but it\u2019s even more potentially painful for an advertiser. After all, a certain number of customers put on hold for a long time will still place an order even in their frustration. But those who abandon the call represent zero dollars in sales. The best you can hope for is that some try again later.<\/p>\n\n\n\n

Average Handling Time<\/h3>\n\n\n\n

You got \u2018em. Now, what do your agents do with them? This metric can measure both the company\u2019s response mechanism and the talents of individual agents.<\/p>\n\n\n\n

Except for the loneliest of callers, most don\u2019t want to spend more time on the phone than they must. They want to get something done, whether it\u2019s asking questions and getting valid answers about the product, subscribing to a newsletter, placing an order, or otherwise taking action. How easily did your call center and individual agent make that happen? After all, this interaction, even if it\u2019s actually with a third party, will set the tone between the caller and the advertiser \u2014 for better or worse.<\/p>\n\n\n\n

Call Transfers and Time Spent Not<\/em> Servicing the Customer<\/h3>\n\n\n\n

This is yet another way of measuring the effectiveness of the interaction. If the caller has questions that the first agent can\u2019t answer, they\u2019ll be put on hold, hear more annoying Muzak, and eventually talk to someone else who can (again, hopefully) answer their question. If the second agent can\u2019t, the whole annoying process goes into another cycle of waiting and hoping.<\/p>\n\n\n\n

How likely is it that a customer treated that way will eventually place an order and become a repeat customer?<\/p>\n\n\n\n

Sales Made and Orders Processed<\/h3>\n\n\n\n

This, after all, is your bottom line when your call to action (CTA) is to get customers to buy products or services. But you can adapt this metric even if the CTA isn\u2019t a sale. In the same way, measure subscription fulfillment to your complimentary online newsletter or free tickets to an upcoming event.<\/p>\n\n\n\n

In other words, it\u2019s the percentage of calls that result in the execution of the CTA mentioned in the marketing content that initiated the call. Use this metric to assess everything from the performance of the individual agent to that of the call center<\/p>\n\n\n\n

Customer Experience Metric<\/h2>\n\n\n\n

This is the other side of the coin and a critical metric. Now we\u2019re hearing what your all-important customers think of the transaction.<\/p>\n\n\n\n

Customer Satisfaction Score<\/h3>\n\n\n\n

Numbers don\u2019t always tell the whole story. When you get customers themselves to review and report on the call, that might be your best performance scoring tool. Try to get this input as soon after the call as possible, while memories are fresh.<\/p>\n\n\n\n

This input is meaningless if it\u2019s not studied and acted upon. Use it to make ongoing process improvements and regularly measure how customer satisfaction scores trend.<\/p>\n\n\n\n

However You Measure Call Performance, It Starts With the Call<\/h2>\n\n\n\n

That\u2019s where we come in. We provide commercial customers with vanity phone numbers that are chosen for memorability, relevance to your business operation or marketing campaign, and measurable ability to get calls.<\/p>\n\n\n\n

Call us at (210) 800-0000 and we\u2019ll show you how to choose a vanity phone number that will boost your marketing campaign performance and get those phones to ring.<\/p>\n\n\n\n

The rest is up to you.<\/p>\n","protected":false},"excerpt":{"rendered":"

As marketers, you commonly think of your primary goal as being to get the phone to ring or otherwise establish contact between advertiser and prospect. And that\u2019s a noble goal,…<\/p>\n","protected":false},"author":2,"featured_media":1280,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-call-tracking"],"yoast_head":"\n7 Key Ways to Measure Inbound Calls :) 800.com Blog<\/title>\n<meta name=\"description\" content=\"At 800.com, we help marketers get toll-free vanity phone numbers that go above and beyond to get those call center phones to ring.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.800.com\/blog\/7-key-ways-to-measure-inbound-calls\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Esposito\" \/>\n\t<meta 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