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5 KPIs for the Success of Outbound Contact Center Automation

27 April 2023

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Among the many available sales channels, until now marketing techniques using direct calls such as outbound contact center automation are still widely used. Because you can connect directly with potential customers on a personal basis, offering products or surveys by calling is a very potent method to increase business income.

For those of you who currently have outbound contact center automation in an ongoing business, maybe you are confused about how to measure the performance of this team. As we know, agents in outbound call centers make many calls every day to achieve various goals that have been set.

In order for your investment to remain profitable and to be able to evaluate it as soon as possible to improve its performance, consider the following KPIs for outbound contact center automation.

Understand what an outbound contact center is

Before studying what KPIs should be used to measure outbound contact center performance, we need to first understand what an outbound contact center is. In simple terms, we can define this term as a division whose job is to make calls to potential customers to achieve a number of goals. Some of the achievements that a contact center agent must achieve are usually in the form of selling, providing customer service, or conducting research.
Not from random numbers, of course, calls to potential customers must be made through the call center. In another type, a contact center agent may be in charge of making calls, receiving calls, or both. In carrying out its work, there are several KPIs that must be met.

5 KPIs for outbound contact centers
KPI outbound contact center is an indicator used by companies to measure their performance. Whereas for a contact center agent, this KPI is usually used to measure the level of productivity, customer satisfaction, and often also sales. In order to know more about the explanation of the various KPIs, please see the full discussion below.

1. Number of calls per agent
As we know, a contact center agent can make a lot of calls during working hours. The number of calls made can be a KPI to measure productivity and its impact on the level of achievement of your business goals.
Typically, the indicators measured include calls while agents are talking to customers and calls that are not answered. Apart from evaluating the agent in question, you can also increase agent productivity by utilizing automatic call services provided by various platforms, such as PT VADS Indonesia (VADS) for example.

2. Average handling time (AHT)
This indicator measures the average time spent by agents on each call with potential buyers. The time measured is when the customer answers the call and continues until the agent or customer ends the call.
There are several cases that can occur with AHT, a contact center agent, both of which are equally good. Sometimes an agent who has a short average time is someone who is capable of effective communication so that he is able to make more calls. The opposite can also happen, it's possible that an agent has a high AHT, but still manages to achieve more targets. That is why contact center agent KPI calculations cannot be done haphazardly without measuring several other metrics.

3. Answer the success rate
When making calls to potential prospects, of course not all of them will be answered. Some calls may be rejected or completely ignored. It doesn't matter how many times an agent's calls are rejected, what matters is the percentage of calls answered by the customer. Typically, this KPI is used by a call center manager to measure how efficiently their agents are working. The data obtained can also be used as material for evaluation and to look back at the location of the problem that must be fixed. This is an important level that can lead to improvements in other call center metrics, such as conversion rate. These metrics can provide call center managers with useful information about the efficiency of their operations.

4. Average hold time
In a number of outbound contact center automation, it is common to use an automated system to receive and make calls. When a customer calls the call center, they are sometimes asked to wait to be connected with an agent. Well, that's the indicator that is measured. The average hold time is the length of time a customer spends waiting to connect with the call center. The smaller the number, the more satisfied the customer will be in using the services you offer.

5. Conversion rates
As important as some of the previously discussed KPIs, the conversion rate is an important metric to measure the performance of contact center agents in influencing potential customers to take action after making a telephone call. Usually in the form of sales, filling out surveys, and so on. The higher the conversion rate of an agent, the better the performance.

So, those are some of the outbound contact center automation KPIs that you need to pay attention to. If done right, outbound contact center automation can make your business a success. To maximize its potential, don't carelessly choose services for outbound contact center automation.

VADS is the best partner choice to produce maximum performance in outbound contact center automation. Experienced for more than a decade, VADS has been trusted by dozens of well-known brands such as LPDP, Tokopedia, Coca-Cola, and many more. Interested in trying? Call VADS right now!

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