What metrics should be reviewed during coaching?
Posted: Mon May 26, 2025 10:03 am
Coaching new (and even experienced) agents is a critical component of improving performance in telemarketing and call center environments. Reviewing a combination of quantitative and qualitative metrics provides a holistic view of an agent's strengths and areas for development.
Here are key metrics that should be reviewed during coaching sessions:
I. Quantitative Performance Metrics (What the Data Says):
These metrics provide objective data on an agent's efficiency and effectiveness.
Conversion Rate:
What it measures: The percentage of calls that buy telemarketing data result in the desired outcome (e.g., a sale, an appointment set, a qualified lead, a survey completion).
Why review it: This is often the most important bottom-line metric. Low conversion rates directly impact revenue and indicate potential issues with pitching, objection handling, or lead qualification.
Coaching focus: If low, delve into call recordings to understand why conversions aren't happening (e.g., weak close, inability to handle objections, not building value).
Call Volume / Calls Handled per Hour:
What it measures: The number of calls an agent makes or handles in a given period.
Why review it: Indicates productivity and adherence to targets.
Coaching focus: If low, look at dialing efficiency, idle time, or excessive after-call work (ACW). If too high with low quality, it might suggest rushing.
Average Handle Time (AHT):
What it measures: The total time an agent spends on a call, including talk time, hold time, and after-call work (ACW).
Why review it: A balance is key. Very short AHT might mean rushing and not resolving issues or qualifying leads thoroughly. Very long AHT might indicate inefficiency, struggling with processes, or over-explaining.
Coaching focus: Identify if there are specific parts of the call that take too long (e.g., struggling with the CRM, repetitive explanations, poor objection handling).
After-Call Work (ACW) Time:
What it measures: The time an agent spends on tasks immediately after a call ends (e.g., updating CRM, sending follow-up emails, scheduling appointments).
Why review it: Excessive ACW can reduce the number of calls an agent can handle.
Coaching focus: Are processes clear? Is the CRM easy to use? Does the agent understand how to efficiently summarize?
Here are key metrics that should be reviewed during coaching sessions:
I. Quantitative Performance Metrics (What the Data Says):
These metrics provide objective data on an agent's efficiency and effectiveness.
Conversion Rate:
What it measures: The percentage of calls that buy telemarketing data result in the desired outcome (e.g., a sale, an appointment set, a qualified lead, a survey completion).
Why review it: This is often the most important bottom-line metric. Low conversion rates directly impact revenue and indicate potential issues with pitching, objection handling, or lead qualification.
Coaching focus: If low, delve into call recordings to understand why conversions aren't happening (e.g., weak close, inability to handle objections, not building value).
Call Volume / Calls Handled per Hour:
What it measures: The number of calls an agent makes or handles in a given period.
Why review it: Indicates productivity and adherence to targets.
Coaching focus: If low, look at dialing efficiency, idle time, or excessive after-call work (ACW). If too high with low quality, it might suggest rushing.
Average Handle Time (AHT):
What it measures: The total time an agent spends on a call, including talk time, hold time, and after-call work (ACW).
Why review it: A balance is key. Very short AHT might mean rushing and not resolving issues or qualifying leads thoroughly. Very long AHT might indicate inefficiency, struggling with processes, or over-explaining.
Coaching focus: Identify if there are specific parts of the call that take too long (e.g., struggling with the CRM, repetitive explanations, poor objection handling).
After-Call Work (ACW) Time:
What it measures: The time an agent spends on tasks immediately after a call ends (e.g., updating CRM, sending follow-up emails, scheduling appointments).
Why review it: Excessive ACW can reduce the number of calls an agent can handle.
Coaching focus: Are processes clear? Is the CRM easy to use? Does the agent understand how to efficiently summarize?