Common Outbound Metrics Measured in a Contact Center

Every business relies on data to optimize its performance. You need quality data to manage your business on a daily basis, but also to keep your finger on the pulse of what the future holds. 

Your brand needs to have key success metrics so you can focus on the right things. When you partner with GCS, we use these success metrics to translate our efforts into tangible results based on what matters most. 

But you need success metrics before you can start measuring progress. That leads most businesses to wonder: what metrics matter most to me? 

Most metrics are a direct result of the effectiveness of our customer interactions every day. For outreach programs, engaging our clients’ customers in meaningful, two-way dialogue with a compelling presentation translates into the metrics we measure at GCS. 

There are many metrics we monitor for our clients, but every business should track these 6 to understand their success. 

1 – Program Quality

Program quality metrics vary significantly among our clients, but they typically have two things in common. 

First, our clients measure GCS for effective customer interactions, which can include data like: 

• effective customer engagement
• information delivery
• appropriate responses to customer questions or objections
• professionalism

Secondly, our clients measure the compliance aspects of each contact, including;

• proper call flow
• information disclosure
• call closing

Program quality is also closely tied to the sale conversion rate. You can use program quality metrics to improve your sales metrics, too.

2 – Sales Conversion Rate

A conversion happens when a customer takes the desired action. The “desired action” will be different for every company, but this can include metrics like sales per contact (SPC) or conversion rate. 

Conversion rate is a measure of how many customer interactions we have that result in a sale, up-sell, or cross-sell expressed as a percentage. For example, if we help a customer buy something in 3 out of every 10 conversations, our sales conversion rate would be 30%. 

Sales conversion rates drive a myriad of other metrics. An example would be cost per sale. The more sales we make per billed program hour, the lower the cost of sales is for our client.

3 – Sales Per Program Hour

This metric is the number of sales your team makes in a billed program hour. If you’re working with GCS and we make 1 sale for every 2 program hours, our Sales Per Hour (SPH) would be .50. This is an important metric because it ensures your contact campaign is hitting its financial targets. 

4 – Household Sales / Upsell Rates

For most of our programs, the customer is presented with the option to purchase household or individual coverage. But in some cases, there are additional benefits they can purchase as an “upsell” to the base product.

Our clients closely monitor these metrics for a variety of reasons. Most importantly, they want to be sure GCS is effectively matching the appropriate product to each customer. 

The other great benefit, both for GCS and our clients, is that household sales and upsells generate additional revenue. This offsets the cost of each sale and allows for more flexibility in other areas of your program performance. The higher the premium we can generate per product, the lower the overall cost of GCS’s services to the client.

5 – Contacts Per Calling Hour

This is an efficiency metric that ensures GCS is effectively managing the contacts we make to customers. 

Too many contacts per calling hour is a good indication that we may have opportunities for improvement in sales presentation and conversion. On the other hand, when contacts per calling hour are too low, GCS  may need to review how we implement call dispositioning or adjust when we’re calling. 

6 – Bounced Sales Rate

This metric is also called a “pend rate” or “pended sales rate.” 

Bounces sales rate is the result of a customer interaction where the “perfection” our client requires doesn’t happen. For example, if a client requires “yes” as the affirmative response to a question and it’s not present when sales verification reviews the recording, this will cause the sale to be pended. 

We don’t recommend including bounced or pended sales in your sales conversion rate because these calls have a “flaw” in them. Remember, it’s your verified net sales that determine how effective GCS is for your business. 

Conclusion

Data should drive every action your business takes. These 6 outbound contact metrics are important indicators that help businesses improve every aspect of the customer experience. Extrapolate these metrics to drive real change in your business. 

Want to improve your contact center metrics? Get in touch with GCS. Our professional team optimizes our contact center performance for you. Enjoy the benefits of increased sales and improved customer experience scores.

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