Sales in the Call Center
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May 04, 2007
What is the proper definition for "closing ratios" or "conversion rates"? -- Terri
Conversion Rate (CONV) is the percent of contact calls made that become verified sales. You can achieve this rate by dividing the number of sales into the number of contacts. -- Mohamed Haqqi, Cook Door, Egypt
Our conversion rate is measured on the number of reservations(we are a hotel call center) against the number of calls. If our agents take 100 calls, and make 20 reservations they have a 20% conversion rate. We have researched and in most sales industries conversion rates average from 15-30%. Ours is 20%. -- Kurtis Amble, Great Wolf Resorts
There could be two points of view regarding conversion rate. Either you measure gross conversion rate, which means leads/succeeded sales from all incoming calls, or net conversion rate, which means leads/succeeded sales from relevant calls only.
I use net conversion rate because I included conversion rate in operators' bonus system. It would not be proper to evaluate operators' success rate from results such as kids/spiteful calls, etc. -- Lukas Jezek, Provident Financial
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