Call campaigns are a great source of data for organizations who want to understand their current and potential clients better; however, with the abundance of available data, the possibilities of data analysis are boundless - and that can become intimidating. More information does not always equate to better information. So, what data is important and what is only distracting you when analyzing a call campaign?
Call data analysis is customarily highly specific to your goals. Thus, if you don't outline your target numbers for connections and responses before the campaign, you won't be able to benchmark the numbers you receive after the campaign and understand how successful it was..
There are three areas you should focus on when looking at data analysis for your outbound call campaign:
1. Call List Quality
Data analysis begins with the lead list you provide. Here are some questions to think about when curating the list:
How old is the data?
Was the source of the data reputable? (whether internally or externally sourced)
How much extra information is provided? (location, industry, job titles, etc)
Based on these questions, you can make a decent prediction of how the list will do. Luckily, the cost and time of each bad number does not significantly increase the cost of the campaign, so you can test out different list types to understand where you'll find the best quality.
2. Agent Quality
Particularly for an outbound call campaign, agent quality is crucial for optimal results. Since these callers are reaching out to your clients, or potential clients, building rapport is key. Try to ensure these needs are met:
Location — the closer your call agents are to your clients, the better
Knowledge — proven track record to quickly learn and retain information
Effective Communication — this is a learned trade where you'll need top quality for best results
Speed — agents should be fast and efficient without sacrificing call quality
You need call agents who understand your target demographic and can relate to them for best results, as well as a software that optimizes based on agent feedback. Make sure all three of these requirements are met before moving forward with a campaign.
3. Response Rate
Finally, when you know you have a solid lead list and call agents, it's time to discuss your response rates and how to measure them. This will vary greatly based on the end goal of your campaign, but let's look at an example equation for finding a benchmark for a sales campaign:
Sales Qualification: if you're looking to qualify leads, consider this:
How many calls does it take to qualify a lead?
How many of these leads convert to deals?
What is the size of this deal? ($10? $100? $10,000? etc.)
Based on these numbers you can tell that a campaign is successful when the cost of the campaign is lower than the return on new deals generated.
Whether you’re looking for sales qualification, lead generation, customer support, political responses, confirmations, or any other insight, create an equation based on what success would mean from your campaign and benchmark the response rates based on that.
All three of these areas are crucial to a successful campaign. Taking it one step at a time and contemplating these objectives in advance to starting your campaign will ensure a clear picture throughout the process.
Need help with any of these areas? Get in touch with our team and we'll walk you through the process!