The use of key performance indicators (KPIs) is crucial in the successful execution of telemarketing strategies, according to one expert.

Speaking to CRN, managing director at Cybertill, Ian Tomlinson, has expressed his view that KPIs are vital to the ongoing monitoring of a telemarketing operation, which could include telemarketing lists.

Rather than waiting for the publication of monthly sales figures, Mr Tomlinson says a better approach is to constantly view progress.

He commented: “A plasma display in my office shows me in real time how our telemarketing consultants are performing: the number of calls each makes, the total time being spent on the phone each day, the number of appointments made and, from another set of KPIs, the demonstrations that result from those calls.

“I watch this data coming across the screen to spot trends, ask questions, sound alarms and make changes.”

According to the old Department of Trade and Industry, there are 164,000 outbound telemarketers agents making on average 50 outbound calls per day.

Related Topics: Telemarketing