In: Articles & News

By Melissa Oberle, Client Services Specialist

There are many indicators for evaluating the success of inbound and outbound contact center programs. However, one of the best and most efficient ways to gain insight into performance is reporting. Data enables organizations to gain critical insights.

Each metric included in the report helps assess the overall effectiveness of the programs, teams, and team members.

ABM Desk relies on data to help guide our decisions. We use multiple data points to evaluate the success of our inbound and outbound programs. Each key performance indicator plays a part in helping us understand in real-time what’s happening.

Accurate and timely data is critical for making intelligent business decisions. Conversely, we know that anything but high-quality and accurate data hinders our teams’ ability to deliver on our clients’ objectives. Therefore, we take pride in the accuracy and quality of our report data.

[READ: 7 Lessons Learned from Building Reports in Tableau]

Key Reporting Metrics for Outsource Telemarketing

While each call center has its way of measuring performance, there are common standards for metrics and KPIs in the call center industry.

As a general rule, the key outbound outsource telemarketing metrics to measure and report on are:

  1. Sales
  2. Refusals
  3. Sales per hour (SPH)
  4. Hours
  5. List conversion %: sales divided by finalized records
  6. List penetration %: finalized records divided by the beginning list size
  7. Call disposition details: the result of the phone call tells us what happened. For example, not interested, sale or wrong number are typical disposition codes.

See our glossary of terms for a comprehensive list of definitions and commonly used language in outsource telemarketing.

These metrics are essential to analyze your program’s overall health and performance. In addition, using a standardized report template, the outbound marketing report is helpful for both program managers and clients.

They each can review it and see how their marketing program is progressing. With such a report, they come to a better position to devise sales strategies and make decisions for their campaign. In addition, should there be issues with program performance, the report makes it possible to determine at a glance where to start addressing those challenges.

Elements of an effective report template for outsource telemarketing

Below is an example of a report template. It is informative and straightforward. It is easy to read and not clouded with redundant information. Keeping track of daily sales calls can be problematic. With this format it makes viewing data daily, weekly, monthly or any combination, very simple. 

Outbound Report

The template is flexible, easy to use and format, and exceedingly powerful.

A standard outsourced telemarketing report template that you can easily modify to any campaign’s needs helps our team be efficient and effective.

We can add new elements and features to address user requirements and the growing business of each individual client.

Melissa Oberle is a Client Services Specialist for ABM Desk. Melissa takes pride in creating meaningful, insightful reports for both internal staff and clients daily. With more than 10 years of experience in call center reporting and related responsibilities, she ensures that information is available as needed to make critical business decisions to ensure each ABM Desk client gets the maximum Return on Investment from their call center and telemarketing budget.

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