Companies face challenges when determining which of the hundreds of outbound call center metrics available are relevant to their success. Is there a magic formula to apply? The key to finding the right KPIs is aligning metrics with organizational strategic goals. The call center drives success. Measuring, interpreting, and reporting the right data provides a solid foundation for decision makers to adjust strategies and ensure long term success of the call center and the organization.

It is extremely important to have technology in place that provides you with the real-time reporting that you need.  You should be able to view agent and media reporting at a glance.  You should be able to track cost per sale by agent and by media source.  All key metrics must be available in your reporting system, so you can track them in real time (weekly, monthly and period to date) to be able to make adjustments and track your progress.

National benchmarks provide a gage to assess performance.  Using national benchmarks as a reference, call centers can chart performance at individual and team levels. Leaders are able to identify outliers. Those who excel above national benchmarks may be able to handle higher level calls and additional challenges. They are also ideal candidates to mentor less productive team members. Team members to the left of the bell curve are monitored, coached, and retrained. Metrics driven performance appraisal is a good place to begin assessments. Soft skills assessments and goal setting is equally important yet more subjective in nature.

The unique nature of each business may cause deviation from national benchmarks. Mapping your team’s performance and using the bell curve produced for your agents may provide a more accurate view of your team’s performance. You can focus energies on outliers, differences in process and outcomes related to the work being done in your call center.

Among the most universally measured metrics are Sales Conversion, Efficiencies, and Customer Service.

Sales Conversion

How many calls were converted to sales?  This number should be available at a high level with additional detail available in a drill down report. It is important to know if sales are on target to meet daily goals and which agents are contributing and at what level.  Cumulative data gathered by your call center software identifies the same information in weekly, monthly, or annual reports. Measuring call conversion helps you maximize sales from leads, productivity, and efficiency.

If you are running multiple media sources, measurement of each source is necessary. Different sources have unique challenges. While some do well, others may struggle. Treating segments individually allows a tailored approach and custom goals.


Is your agent performance as productive as possible? Are they using the most effective processes? Are they working at top skill level? This information is retrievable by comparing outbound call center metrics for talk time, login time, and payroll information. The Quality Assurance team provides insights into customer service and effective call handling for each agent.

Customer Service

First call resolution is an important metric.  How many calls are resolved on the first call and how many require a call transfer to a different department, a follow up or a call back?

Customer satisfaction scores are based on post transaction surveys.  Any that come back below excellent should be reviewed for ways to improve the process.

Complete, accurate information gathering in the initial sales process eliminates the need for call-backs and rework. Having access to accurate information through sales call management software improves the pass-through rate.

Customer retention generates value. Agents who understand and effectively administer service recovery methods are able to defuse frustrations and overcome objections. This skill is highly regarded by the organization and the customers.

Want to learn more about KPIs? Read Top KPIs Needed to Run a Productive Call Center.