Branded calling comes with several metrics, including answer rate, decline rate, talk rate, and engagement rate.
- Answer rate: Percentage of calls answered by the called party.
- Decline rate: The percentage of branded calls declined by the called party.
- Talk rate: Percentage of answered calls with a Talk Time of at least 10 seconds.
- Engagement rate: The percentage of calls answered when the talk time was at least 60 seconds.
The effect of branded calling on your calls is heavily dependent on the relationship you have with the people you are calling and your reason for calling. If you are calling about something important and/or time sensitive, like financial or health information, it is normal to see answer rates increase from what they were before you started branding. Likewise, decline rates will go down. If you are simply delivering a short notification, the engagement rate may not go up at all because this metric is dependent on calls lasting more than a minute.
If you are calling about something that consumers might consider less time sensitive, they may not answer your call on the first attempt and may even decline it until it is a better time for them to talk. For example, if your bank calls, you are going to answer because of perceived urgency. You might even leave the middle of a meeting.
If you request a quote on new car insurance from a reputable insurer, you might be open to taking that call but might want to take it later or call them back. In that case answer rate or decline rate might even go down, but when people do answer the calls, they are more able to talk so engagement rate goes up. You could even consider some of your own internal metrics to see if branded calling has helped customers return your call.
We recommend looking at all metrics at your disposal before and after using branded calling to fully understand the impact of your calls.
- Customers on Premium plans have access to more powerful analytics to help understand the full impact of your calls.
- If you would like some tips on making more effective calling campaigns, check out [How do I Get More Value for my Branded Calls?].
For more information, also check out Branded Calling Common Terms and Call Behavior Best Practices.