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OPINION

Call volume was never a productivity metric

Two hundred dials a day tells you somebody pressed a button two hundred times. It does not tell you whether the business is any closer to being paid.

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What the number actually measures

Volume is the easiest thing to count, which is why it is the thing that gets counted. It needs no transcript, no outcome and no judgement — the switchboard already knows how many times a number was dialled.

That is also its problem. A rep who dials the same disconnected number forty times scores forty. A rep who has one twenty-minute conversation that closes a centre scores one. Any measure that ranks those two the wrong way round will, given a month, teach the desk to behave the wrong way round.

What to count instead

The useful numbers are the ones a machine can only produce if a human actually did the work. Conversations that lasted long enough to be a conversation. Outcomes recorded. Follow-up dates that exist and were then kept.

None of those can be gamed by pressing redial, which is the whole point of choosing them.

Where this bites

A desk measured on volume stops leaving voicemails, because a voicemail takes forty seconds and scores the same as a two-second hang-up. It stops writing notes. It works the easy end of the list twice rather than the hard end once.

None of that shows up in the volume report. All of it shows up in the pipeline about six weeks later, and by then nobody connects the two.

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