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How do you measure the impact and results of your phone call follow-ups?

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Phone call follow-ups are an essential part of any business communication, whether you are selling a product, providing a service, or building a relationship. But how do you know if your follow-ups are effective and achieving your goals? In this article, we will show you how to measure the impact and results of your phone call follow-ups using some simple and practical methods.

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Jason Fuentes

Program Manager at Defense Contract Audit Agency

1 Define your objectives

Before you start measuring your phone call follow-ups, it's important to define the objectives you want to accomplish. These objectives can vary depending on your business and industry, but some common ones are increasing sales conversions, generating referrals and leads, improving customer satisfaction or loyalty, resolving issues or complaints, and strengthening your brand reputation or awareness. To ensure success, it's essential to set SMART goals for each objective. For instance, if your objective is to increase sales conversions, then your goal could be to close 10% more deals within 30 days after the initial call.

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Jason Fuentes

Program Manager at Defense Contract Audit Agency
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To add on, don't just define your objectives, but write them down, post them on the wall and create a spreadsheet with milestones of what you want to achieve in order to track your progress.

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Colin Cinderby

Customer Service Specialist
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It depends on the business, I agree, some clients will react badly to pushy sales techniques but when they feel comfortable with the product and service, they will order again.

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2 Choose your metrics

When selecting metrics to track and evaluate your phone call follow-ups, you need to consider the indicators that will help you measure performance against your goals. Metrics can be quantitative or qualitative, depending on the objectives and data sources. For example, you can look at the number of follow-up calls made or received, the duration of those calls, the response rate or ratio, the conversion rate or ratio, customer feedback or satisfaction ratings, referrals or leads generated from follow-up calls, and revenue or profit generated from those calls. To collect and analyze your metrics, you can use call recording software, CRM systems, surveys, or interviews.

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Jason Fuentes

Program Manager at Defense Contract Audit Agency
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Your metrics should be based on the essential needs of your business. In my experience, interactions with the customer should be all about the customer - so our questions are focused on how well we served them. How did you like our product? How much money did it save you or generate for you? How was your experience working with us? Then, we compare there responses to our internal data - how much time did we spend creating the product? How many people worked on it? How did their experience compare to our experience?

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3 Benchmark your results

Once you have your metrics, benchmarking your results against your goals and industry standards can help you identify your strengths and weaknesses, as well as opportunities and threats. Benchmarking involves reviewing historical data and trends, conducting a SWOT analysis of phone call follow-ups, researching competitors and their strategies, and consulting industry reports. Through benchmarking, you can gain insight into how you are performing and what areas need improvement.

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Jason Fuentes

Program Manager at Defense Contract Audit Agency
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Set monthly goals, quarterly goals, and annual goals. Track your progress. Create budgets and compare the results to your budgets. As time passes ask yourself, "What can we do differently?"

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Colin Cinderby

Customer Service Specialist
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Yes many companies are now using kpi's, but if you have a focused team then they become superfluous. It is important however to monitor performance so that you can set goals and achieve targets.

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4 Implement improvements

After benchmarking your results, it's time to implement improvements to optimize your phone call follow-ups. Improvements are the actions taken to enhance performance and achieve goals, which can come from your own insights, feedback, or best practices. For example, you could adjust follow-up frequency or timing, customize messages or scripts, use different channels for communication, offer incentives or discounts, and train or coach staff on phone etiquette and skills. To measure the impact of your improvements, use the same metrics and methods as before.

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Colin Cinderby

Customer Service Specialist
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It's important to keep improving, if you stay still your competitors will soon overtake you. Continuous and structured improvement is essential to any business.

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5 Evaluate your outcomes

Finally, you need to evaluate your outcomes and assess the return on investment (ROI) of your phone call follow-ups. Outcomes are the results or benefits that you get from your phone call follow-ups, which can be tangible or intangible. Examples of outcomes include increased sales revenue, more referrals, higher customer retention, better customer satisfaction, and enhanced brand reputation. To calculate the ROI of your phone call follow-ups, compare the outcomes with the costs such as time, money, staff, equipment, or software. The formula for ROI is (Outcomes - Costs) / Costs x 100%. By evaluating your outcomes and ROI, you can determine the value and impact of your phone call follow-ups.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you measure the impact and results of your phone call follow-ups?

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1 Define your objectives

2 Choose your metrics

3 Benchmark your results

4 Implement improvements

5 Evaluate your outcomes

6 Here’s what else to consider

Phone Etiquette

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