How Do You Measure Repeat Call Rate?

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How Do You Measure Repeat Call Rate?

Currently me and my colleagues are looking into the exact metrics for calculating repeat calls – we’re looking at calls from the same account with the same interaction tagging within 7 days.

The crux of the issue is – within 7 days. Do we measure only backwards, or do we measure both forward and backwards?

Example, if I were to look for the repeat call rate of Jan 2020. My calculation for 1st Jan will look back 7 days to 24th December. But do I do the same for 31st Jan? Do I calculate the repeat call rate for Jan 2020 using 7th Feb?

Question asked by Julian

Measuring Repeat Calls

There are many ways to do this, and a lot depends on what your service offering is and the different reasons why your customers may call you back.

For example, If I call my bank about a mysterious credit card transaction one day and then call about my investment account 2 days later, is that a repeat call? You would have to determine the rules ahead of time.

Some centres take the approach that you should review all aspects of the customer’s account when you have them on the call. This tactic could potentially reduce their need to call you back. Other centres will only count it as a repeat call if it is the same customer calling about the same issue.

Your team should think about the rules you want to apply to your study. Document all of the assumptions you are using, so when people start to review your data, they will understand the context of what they are seeing.

The time frame of seven days is a good base measure. What you should measure is the number of days from the first call and the second call. You have to wait until the second call happens before you can count the days.

Example: Track all the calls that you receive on February 1. Then measure how many of those customers called you back between February 1 and February 7.

There would be added value to your data if you could show what percentage of repeat callers (those that contacted you within the 7 days) reached you after 1, 2, 3, 4, 5, 6 and 7 days.

With thanks to Clive

Author: Jonty Pearce

Published On: 12th Apr 2022 - Last modified: 14th Apr 2022
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