Propensity to Call

Propensity to Call

Hi, I need to build a sizing on a new piece of work where we have rapid sales and not much historical data. We know that customers contacts are triggered at different parts of the life cycle. Does anyone have a model which can accommodate this. I have sign up data and call data. I suppose I want different PTC’s over time based on the age of customer account. Big ask I know.

Question asked by Anonymous

You Would Need to Build Your Own Calling Model

The key to look at is to break down into 2 parts

1. What is the propensity of an NEW customer to call the contact centre

2. What is the propensity of an Existing customer to call the contact centre

Ideally you should go through your call records and look at how likely and how often new customers call and try and work out a percentage. Failing that pick a guestimate of say between 25% and 50% make 1 call.

For the existing customers you can do the same. As a guestimate I would go for 10% to 25% make 1 call.

Once you have this, you can then build up your call models.

With thanks to Jonty

Author: Jonty Pearce