Combine call, agent, customer, offer, order, and financial data into a common performance model.
Telemarketing analytics correlates call metrics in the telephone system with business results in the CRM and ERP systems.
A high link-through rate doesn't necessarily mean sales success; high sales might also be achieved with cancellations, returns, and low margins. Results should be evaluated end-to-end.
Operational indicators
Number of calls and conversations
Connection and response rate
Waiting, interview, and post-transaction period.
Abandoned and fleeing call
Call completion
Representative occupancy and capacity utilization.
Trade indicators
Quotation and order conversion
Net sales and gross contribution
Average order value
Cross-selling and upselling
Sales cycle time
Customer acquisition and retention
Cancellation, refund, and payment failure
Quality and customer indicators
Quality score
Compliance violation
First contact solution
Customer satisfaction
Complaint rate
Request not to be contacted
Root cause and prediction
Analytics should help to break down poor performance into issues related to agent, listing, product, pricing, timing, or delivery. Predictive models can support the next best course of action, but results should be monitored regularly and used with human judgment.
Use telesales analytics to explain customer behavior and the actual business outcome, not just to report on call center performance.