Telesales KPIs (Key Performance Indicators) are metrics that measure the effectiveness of the telesales team, helping managers evaluate the level of goal achievement and work productivity. These metrics go beyond the number of calls and extend to revenue, call quality, conversion rates, and customer satisfaction levels.
Why is it necessary to apply Telesales KPIs?
KPIs are a "guiding principle" that helps the telesales team focus on specific goals, avoiding working based on feelings or without a clear direction.
- Objectively evaluate effectiveness: No more "emotional" employee evaluations—KPIs bring transparency and fairness.
- Identify weaknesses and optimize: For example, if the KPI for customer reach is low, you can improve it. telesales script or find a better source of customer data.
- Motivate employees: Help employees understand where they stand and what they need to do to improve, thereby enhancing performance and morale.
- KPIs are the basis for evaluating long-term employees and making decisions regarding rewards and promotions.
Important considerations before developing a Telesales KPI table
Before creating a KPI table, keep the following points in mind to ensure feasibility and effectiveness:
- Ensure KPIs are aligned with business objectives: If the goal is to increase revenue, KPIs should focus on the number of conversions, conversion rate, and average order value.
- Avoid setting KPIs that are too difficult or too easy: KPIs must be realistic but challenging enough to motivate employees to strive to achieve them.
- Flexible adjustment: KPIs should be reviewed and adjusted periodically based on actual circumstances. For example, during peak season, you may increase the KPI for the number of calls, but during off-peak season, focus on quality.
- Combining quantitative and qualitative KPIs: In addition to specific figures, quality metrics such as customer satisfaction levels are also needed.
KPIs must adhere to the S.M.A.R.T. principles.
The SMART principle includes: S – Specific: Specific, clear, easy to understand. M – Measurable: Can be measured. A – Achievable: Suitable for the capabilities of the personnel. R – Realistic: Realistic. T – Time bound: Deadline for achieving targets.
Telesales KPI Development Process
Step 1: Define the goal
The company's objectives will determine the KPIs. For example:
- Sales growth targets: Focus on sales volume, closing rate, and average order value.
- Brand building objectives: Prioritize the number of product introduction calls and positive feedback from customers.
Step 2: Select specific metrics
Each objective will be linked to specific metrics such as calls per day, conversion rate, or customer retention rate.
See also: Telesales performance evaluation metrics
Step 3: Establish benchmarks
Set reasonable KPI levels based on historical data or the average performance of call center agents.
Example: An average telesales employee can make 80 calls per day with a closing rate of 10 –> Use these metrics to create a standard KPI table.
Step 4: Deploy and monitor
After establishing KPIs, implement and monitor them in practice. Continuously collect data to evaluate the feasibility and effectiveness of the KPI table.
Step 5: Evaluate and improve
Periodically (monthly or quarterly), evaluate whether KPIs accurately reflect performance and help achieve business objectives, making adjustments as necessary.
Typical Telesales KPI indicators.
1. Financial performance KPIs
- Revenue generated per telesales employee. This is the most important metric in the KPI table.
- Average order value (AOV): For example, each customer makes a purchase with a minimum value of 500,000 VND.
2. Quantitative KPIs (performance)
- Number of calls per day: For example, each employee must make a minimum of 70 calls per day.
- Number of potential customers reached: Ensure at least 30% customers on the list are assessed as potential customers.
3. Quality KPIs
- Sales conversion rate: For example, achieving a minimum of 15% potential customers becoming actual customers.
- Customer satisfaction level (CSAT): Measured through a quick survey (from 1 to 5 stars).
4. Time-related KPIs
- Average processing timeA call should not last longer than 5 minutes, unless it is a closing call.
Sample KPI Table for Telesales Employees
| KPI Group | Index | How to calculate | Score (Maximum = 100) | Achievement level |
|---|---|---|---|---|
| Financial Effectiveness (70%) | Monthly revenue generated | Total value of successfully signed contracts | 50 | 100 million |
| Conversion Rate | (Number of customers who made a purchase / Number of customers who received consultation) × 100 | 10 | ≥ 4% | |
| Average order value (AOV) | Total revenue / Number of orders closed | 10 | one million | |
| Number of Calls (15%) | Total number of calls made | Number of calls per day/month | 10 | ≥ 80 calls per day |
| Successful connection rate | (Number of answered calls / Total number of calls) × 100 | 5 | 35% | |
| Call Quality (15%) | Call rating | QA scoring is based on the following criteria: communication skills, persuasion skills, and handling rejection. | 10 | ≥ 75% |
| Average Handling Time (AHT) | (Total call time / Total number of calls) | 5 | 3–6 minutes | |
| Total KPI score | 100 |
KPI and bonus calculation mechanism
Refer to telesales KPIs by industry
Basic telesales KPIs in the retail industry
Telesales KPIs for the service industry
Telemarketing KPIs for the insurance industry
Telesales KPIs for the education industry, selling courses
Advanced KPIs
Developing telesales KPIs is not only a measurement tool but also a means of guidance, helping teams work more effectively. To achieve this, always be flexible, stay up to date, and ensure that each KPI is developed not only to improve overall business performance but also to boost employee motivation.
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