Interpreting call statistics: what calling activity says about your business

You can judge of a business by its calling activity as much as you can judge of a man by his friends. It may not be obvious, but how you call says a lot about your company. To those who know where to look, call stats helps to optimize the company’s processes, reduce costs and win more customers. This article explains how to interpret call stats collected by Dzing’s Cloud PBX and get actionable insights out of it.

Learn the truth about your advertising

Companies invest in advertising to attract new customers, but can you tell exactly how many customers each of your campaigns have brought? You probably do if you’re into online sales: impressions, clicks, visits, registrations, purchases - everything is visible and countable with high accuracy. But offline sales are different. Someone sees the ad, dials a phone number, talks to your salesperson, and later pays in cash. How do you know which ad campaign has attracted this client?

That’s where call statistics may help. Dzinga automatically logs every call, inbound and outbound, so that you can check how the volume of calls is developing over time. After launching a campaign, check out the call report in your Dzinga account. Is there any meaningful increase in the number of incoming calls? If so, the campaign does work. From there, knowing your average sales conversion rate and average check, you may calculate how much money this campaign will bring you.

However, there’s a more precise way to measure advertising impacts on revenues. With Dzinga, you may assign a unique phone number to each ad campaign or channel. When viewing the call report, you can clearly see which numbers receive calls and which doesn’t. Since each number corresponds to a specific campaign, it gets easy to identify best performing ads and fine-tune your future advertising. Known as Call Tracking, this technique allows you to measure phone calls the same way you measure clicks.

Increase sales

In many sales departments, the amount and the duration of calls made by agents are among core KPIs. Dzinga’s Employee calling analytics shows exactly that: how many successful calls agents have made and received, how loaded they are, what’s the average call duration. The last one helps, among other things, to evaluate the quality of an agent’s work. We know examples when agents dialled numbers and just hung on, to make their stats look like they are calling a lot. This trick won’t work with call stats that clearly shows who talks with customers and who doesn’t. The report also contains conversation recordings that you can use to coach interns and new employees.

Another thing worth attention is the Missed calls report. It shows incoming calls that weren’t answered. According to MessageDirect, only 15% of consumers will call back if their call is not answered; another 85% are lost forever. Missed calls mean lost profits, even more so if the caller has come from an ad that you paid for. Knowing your missed calls rate allows you to take action when needed.

Optimize costs

Are there seasonal fluctuations in demand for your product or service? Are your customers tend to call more in the morning or the afternoon? Call statistics has answers to both questions, helping you to plan the workload and optimize staff costs.

In the high season, when there are a lot of calls, you can take students for internships, the rest of the time using the available forces. If there are few calls in the morning and the peak falls in the afternoon, you can hire part of the employees for only half a working day.

And finally, with Dzinga analytics, you can save on phone bills. We saw examples when unexpectedly large phone bills were simply the result of misdialing. Agents accidentally dialled international numbers and unwillingly called abroad. Dzinga’s Call report shows call direction so that you can see where managers are calling and, if necessary, block calls to specific destinations.


For many businesses, telephony is a crucial channel for sales and communication with customers. Be it sales or customer service, phone calling is what companies do on a day-to-day basis, something that directly affects the bottom line. Call statistics help you to spot gaps in team efficiency, reduce costs, and make smarter decisions based on relevant data.


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