The five numbers to watch
- Dials: how many calls were made. This tells you whether the campaign is on pace.
- Contacts: how many calls reached a real person. A low number usually points to old phone numbers or the wrong time of day.
- Conversations: how many contacts turned into a real discussion about the wines.
- Orders: how many conversations ended in a sale.
- Average order value: how much each order was worth.
What each number tells you
Each number points to a different problem. If contacts are low, look at your data and calling times. If people pick up but the conversation doesn't go anywhere, look at the opening line and the reason for the call. If conversations are good but orders are low, look at the offer. If orders are coming in but are small, train callers to suggest a mixed case, a gift or a second wine.
Don't fix volume when the problem is the offer. More dials won't sell a wine customers don't want.
Track by segment, not just in total
Club members, non-club buyers and lapsed customers behave differently. Report each segment on its own, so a strong club response doesn't hide a weak response from lapsed customers, or the other way round.
Capture what you can't count
- Wines customers asked about but didn't buy.
- Complaints and service issues, and whether they were fixed.
- Planned visits, gifts and special occasions.
- Updated phone numbers, addresses and contact preferences.
These notes belong in your customer database (CRM). They make the next campaign better, and they're often worth as much as the orders.
Look at the numbers while there's time to act
A summary weeks after the campaign ends tells you what happened, but it can't change the result. Check in on these numbers while the campaign is still running, so there's time to adjust the offer or the script if something isn't working.