At the start of the training guide, we hammered home the need to implement good processes and strategies for PowerDialer, and very early on we talked about objectives, goals, metrics, and KPIs.
As you start using the report features and tools specific to the PowerDialer, keep in mind that numbers are numbers, but the reasons behind the numbers require intuition.
The call and activity data generated by the PowerDialer still have to be interpreted into a coherent narrative. When statisticians say "The numbers never lie," they're absolutely right. The numbers are always the numbers; it's the story created around the numbers that can be fact or fiction.
We assume that you, as a Salesforce admin, are already comfortable using the Salesforce CRM's report engine. The PowerDialer Suite doesn't change your existing report conventions, it merely adds another dimension. Adding detailed dial counts, call and talk time data, and voice mail counts to your existing data tools gives you another way to measure agents' activity and effectiveness.
Common measurements and counts are listed in the table below.
|Dial and Activity Counts||Just what you'd expect—how many dials are being made by each user, or to specific records? By themselves, counts can be useful, but the real benefits typically come from correlating them to another metric as a ratio—dials per contacted lead, dials per qualified lead, initial dials that get contacted immediately, and so on.|
|Activity Rates||A rate is a count expressed as measure per value of time. "Per" is the key word here; a rate will always be expressed as "Number of X per Y time."
Dials per hour and per day, or voice messages left per hour and per day, are common uses.
|Call-to-Activity Ratios||A ratio is like a rate, only instead of measuring a count against a value of time, it measures against another count. "Dials Per X" is one of the most commonly expressed ratios with the PowerDialer.|
|These are already part and parcel with the Salesforce report engine, but we bring them up here as a reminder that sometimes it's better to focus on the qualitative, rather than quantitative. Counts, rates, and ratios are only important if they're leading to results.|
We've found that the most important thing about using the PowerDialer reports is to have the right mindset. Many sales teams are unaccustomed to having the level of visibility the PowerDialer provides into calling activity. As a result, there's often a small learning curve for Sysadmins to get used to the way, or paradigm, that the PowerDialer uses for its report metrics.
All of the reports for the PowerDialer integrate directly into your Salesforce CRM report engine. There's no segregation of data between the two systems. Thus, to track the results of your calling activity, go to the Reports tab in your Salesforce CRM.
As a Salesforce Sysadmin, you should have received prior training on the Salesforce report system. If there are questions about the basic setup and management of your Salesforce reports, refer to your Salesforce documentation.
InsideSales.com has included 30+ pre-set reports for use within the Reports tab.
Most of these use the basic metric categories highlighted in the Getting Started section of this chapter.
The reports focus on a small set of basic categories:
Ultimately, the question of which report is most appropriate depends on your KPIs. Are you looking for sheer volume of activity (counts, tallies, and rates), or activity correlated to a qualitative result (ratios and dispositions)?
Once you get an idea of what to look for, the next step is interpreting "What exactly does this all mean?"
If you can see that all of your agents are now averaging 150 calls per day, is that more or less than they were making previously? What Status dispositions reflect the results? If your effort metrics are increasing, are end results rising with it?
Gives a summary breakdown of call results for each agent, across a time range. By default, the time range is the previous 24 hours.
This is one of the more critical dialer reports, as it shows a breakdown of the dial attempts against the number of times the records had already been called. This lets managers view which call attempt numbers are creating specific status results.
This gives a fast, easy-to-view breakdown of the current record status of any calls made during the last 24 hours. A common use for this report is to track appointments set.
This is an extensive, detailed report, broken down by user, looking at the current status of dialed records based on which dial attempt number was last made. The idea behind this report is to correlate "wins" and "losses," based on the status of the record, against which call attempt number seems to produce the most "wins."
For example, if the report shows you that a high percentage of your Appointments Set happen before Dial #5, that tells you that the early portion of your prospecting efforts are most important. (As a side note, the next thing to check would be to check the time frame in which those initial five dials are happening. Are they happening within two days? Three? Seven?)
This report correlates your records' current Status against the logged result of the last call activity. For example, you might use this report to answer, "Of the records we called yesterday that were reported in the call activity as a 'No Answer,' what is their current status?"
The idea is to spot trends in call results versus changes in status. For example, if you're getting lots of Contacted call results, but the record Status of those contacted Leads isn't changing into Appointment Set, it might bear looking in to.
This report lets you see how long reps are sitting on "dead air" ring time compared to the end result of the call. The goal here is to spot trends in contact rates versus the length of time agents wait. For example, if one agent consistently waits 10 seconds longer, and seems to have a higher contact rate as a result, you might want to explore that trend.
This report helps you see how much time an agent spends on any given call, depending on the call result. For example, if you have two agents with a very wide discrepancy in their work time when they make contact, you might want to find out why. Is one agent doing a different level of needs analysis?
This powerful report shows trends in call results based on the dial attempt number. For example, this report would be a great aid in determining when you should "cut the cord" on leads you've been contacting—"It appears that after 8 dial attempts we see that practically none of the leads results in a qualified prospect."
This report correlates fairly closely to the Agents' Time - Work Time report, in that it shows time spent on calls based on result. The difference is that this report shows you not just the total time, but the total record counts for each result, and average time spent on each call.
This is an outstanding report for linking call results to the dial attempt number that generated the result. For example, in the sample screenshot shown, it's clear that the fewer the number of attempts made, the better chance an agent has of getting a Contact result (notice the totals: of the 368 total contacts made, 125, or over 1/3, were made on the first dial attempt).
This relatively simple report shows you a breakdown of all call results, compared to the total number of calls made for each agent. A common use for this report would be to track result trends by agent. If one agent is getting way more 'No Answer' restuls than the others, it may be because the rep is calling during the wrong hours, isn't waiting long enough on the phone, and so on.
This straightforward report shows you all inbound calls logged within the last 24 hours, and which ACD the call originated from.
This report is designed to help managers determine the most active times of the day in terms of receiving inbound calls. Over time this should help managers plan appropriate coverage during busy hours, to ensure that service levels are being met.
This can also be useful for marketing teams who set up inbound ACDs to track specific campaign responses, and do split testing. For example, if a radio or TV ad is being run at certain times of the day, this can help them track the turnaround time and response rates for a specific ad.
Shows a breakdown of the number of inbound calls handled by any one agent. This can be useful for monitoring distribution of inbound calls, to ensure that one agent or group of agents is not handling more inbound calls than they should.
This highly detailed report breaks down the total number of leads generated by source, then compares the total number of dials that were required for those leads to produce a certain outcome.
The trick to using this report is to know your wins and losses, so you can compare the tallied results against the dial counts. Look for correlations between the Lead Source and the number of dials it takes to produce a winning result for each source.
This report helps you visualize the total number of leads being worked from your various lead sources, but then correlates the number of dial attempts to call results for each source.
This is useful to see how many records are being contacted from each source, how many dials attempts are being made to records from those sources, and how much calling effort is being expended to produce results based on their source.
This "top of the funnel" report helps managers visualize the number of calls necessary to get a specific qualitative status result. For example, in the "Old Deals" heading, you can see that the agents generated one appointment on their fourth dial attempt, two on their fifth, one on their sixth, and one on their ninth.
This seems to indicate that for this lead source that agents need to make a higher number of dial attempts to set appointments. If they're giving up after three attempts, they're not going to see results from this source.
This is another report designed to help you chart success by comparing dial attempts to the number of records that moved to a Status at a given attempt. This is designed to help you and users determine how persistent you'll need to be to make contact with your Leads.
This report is designed to help you compare your Lead statuses against the total amount of talk time logged for each status. It should show you trends in time spent in moving your leads through the qualification process.
This fast, easy-to-read report shows you a breakdown of the number automated call backs flagged within the PowerDialer. Note that an automated dialer callback is NOT the same as simply adding a Task or Event activity labeled a "Callback." The PowerDialer has its own internal Callback engine that can automate the retrieval process for records that get flagged.
This set of fairly self-explantory reports show a tally of all email templates sent through the PowerDialer interface. This does NOT include email templates sent using the standard features and functions of Salesforce.
This itemized report shows a day-by-day breakdown of dials made with the PowerDialer, broken down by agent.
These two reports are similar to the Outbound Calls Last Month report, only they simplify the information displayed to just the actual call counts. All of the Calls reports are (obviously) designed to track basic effort.
Once again, these are very basic "effort" reports to track the number of voicemails left by individual agents.
This detailed report breaks down the call result logs according to the times of day each attempt was made. The trends to look for here are the number of "wins" at a particular time of day, compared to the total call volume. Key in on the Contact result areas.
This report breaks down the call results, but groups them by the time zone to which each attempt was made. This is designed to help you see if one overall region is producing more contacts than another, though the reasons why will require further delving.
Similar to the previous report, this one breaks down Lead Statuses by time zone, to compare qualitative results of calls made.
Dialer lists are a defining feature of the PowerDialer for Salesforce, helping agents make more phone calls, do it more efficiently, and target the right prospects at the right times.
The List Progress Report page gives you a fast, elegant way to track which records are included (or excluded) from a particular dialer list. Furthermore, it provides a way to determine if a particular record is actually within a dialer list at any given time, based on the list's criteria.
The page can be accessed by going to:InsideSales Tab > List Progress Report
The tool itself is comprised of three basic areas, or “pages”:
This page shows an overview of all currently active dialer lists (both Seek and Domino lists). It shows the total number of records in each list, and the number of records dialed since the list last updated, and the percentage of total leads called (if it’s a Domino list, the number of records in the list won’t change).
To see a quick summary, hover the mouse over one of the lists, and a small pop-up will appear. This gives a tally breakdown of records that should be included in the list, as well as any exceptions, specifically:
To get a more detailed set of names currently in the list, double-click on the progress bar of any listed. A second window will pop up.
As shown in the screenshot, this page allows you to see the actual names, and the order in which they are scheduled to call. It also lets you to search for a particular name to see if it was included or not.
When you run a search, if it finds more than one potential match, it will display the names in a list. To select the name you are looking for, click the radial button.
If the searched name is not included in the dialer list, the system will show a breakdown of why, showing the list's criteria and the potential values that would exclude the record, and the actual value of the field in the record.
This chapter walks you the creation of approximately forty advanced dialer and lead progress reports in Salesforce, using data provided from the PowerDialer. The goal is to help you as admins and managers not just track reps' effort, but effectiveness.
The PowerDialer works hand-in-hand with the Salesforce report engine to give you a wealth of intelligence about call activity. The PDSF makes it easy to track effort metrics such as dials and contacts, but with the right setup can give even deeper insights into the effectiveness of those efforts. As we help you better monitor effectiveness, you'll be able to meaningfully tailor your processes to optimize the right strategies.
We assume you've already explored the standard reports provided with the PowerDialer package, and have a basic understanding of key dialer metrics. We also assume you're comfortable working with the Salesforce report engine; specifically that you have a working knowledge of:
If you'd like to review some of the Salesforce basics, check out one of the following links.
As you follow our walkthroughs (or Salesforce's), you'll notice a common pattern for many of the report options. Applying those patterns to other reports will help ease the setup process.
Once you've finished building a custom report, you'll have the option in Salesforce to modify some of the basic filter settings on the fly.
Please be aware: If you modify the report view using the "quick filters" YOU MUST NOT SAVE THOSE CHANGES. DO NOT USE THE SAVE BUTTON any time you have modified the report using "quick filters." Doing so will in most cases break the report.
If you want to permanently change any report parameters, use the Customize link to make your changes.
Most of the reports we demonstrate in this guide will use Salesforce task objects as the primary focus. Key call information, including call durationand logged call results, are stored as fields in tasks.
In most cases, when you create the report, it will be a Tasks and Events type report; a few will be Leads type reports.
Every report requires default filter settings when initially created. These can be temporarily modified using "quick" filters while viewing the report, or updated permanently by editing the report later.
Generally you'll set up a report with Show and Date Field filters, along with some additional field filters. For example, the sample screenshot below shows additional filters for the Call Result and Call Type fields.
As mentioned in the Advanced Reporting Overview, if you ever modify a custom report using "quick" filters, you MUST NOT save the report with the quick filters in place. This will generally break the report, and you'll have to go in and revert it to its original filter settings, or re-create it from scratch.
We make extensive use of bucket fields in the reports. Bucket fields allow you to create custom groupings of field values to demonstrate comparisons more easily, particularly for visual graphs and charts. Bucket fields can be created in a report using the appropriate action link.
Before creating the individual "buckets" you'll first select a field, then add the bucket containers. The screenshot below shows a sample set of buckets related to the Call Result field.
After creating the buckets, you'll add the actual values. The type of field you select determines the method for adding the options to buckets. For text fields, you'll have to manually enter the text values. For picklist fields you can use the Search button to display all of the field options, then click-select them and use the Move To action to assign them.
After you create the bucket field, you'll drag it into a row grouping or column grouping, depending on the report.
Many of the reports use custom formulas to calculate summary data for report tables and charts. Similar to bucket fields, you'll add a formula to a report using the associated action link.
In the top section you'll give the formula a name and description. The Format area chooses how you want the calculated numeric value to be displayed (number, percent, or currency). The Decimal field sets the number of decimal places the number should display.
The Where will this formula be displayed? determines the location in the report gird / matrix the calculated value display. Generally you'll use the "At a specific row/column grouping" option. The grouping level is important because some functions use the selected area as a setting for other for other parameters.
If you select "At a specific row/column," you'll also need to set the row and column selection. These appear as picklists labeled "A" and "B".
In the formula area you'll input a mathematical expression, using Salesforce field summary variables, operators, and functions. The most common field variable we use is RowCount, which inserts a value based on the total number of "rows" of results. Often you'll use other formula inputs to manipulate the RowCount to calculate percentages and ratios.
Along with RowCount, we regularly use the PARENTGROUPVAL function. This function correlates to the Where will this formula be displayed? heading.
When you use this function, you're asking the report engine to find the value, or "count" of results that's one level above the specified column grouping. We often use this in calculating percentages using RowCount.
For example, consider the following formula:
For this formula we're dividing a sub-grouping of row counts by the TOTAL row count for that sub-grouping's parent. In other words,
Some Count of Records ÷ A TOTAL count of Records in a Parent Grouping
Written out this might read, "Find the RowCount of a specific call result, then divide that number by the TOTAL RowCount of ALL call results. This will give us a percentage of call results that meet that criteria."
Once you finish creating a function, you'll use the < Insert button to include it in the formula calculation.
If this seems confusing, we don't expect you to know all of the ins-and-outs of the Salesforce formula variables. We just wanted to help you catch a glimpse of how you'll be using the formula tool in the dialer reports.
When you create a report from scratch, Salesforce automatically includes a number of fields in the report table / matrix that don't always provide any useful data. In most cases you won't want these extra "detail" columns showing on the page.
We recommend using the Remove All Columns link to get rid of them—but be aware there's a side effect.
There's a bug in the Salesforce report engine where if you don't have at least one "detail" field in the table / matrix, the report creation tool won't let you drag formula fields into a row or column summary grouping. This is a problem, since you don't want the useless detail columns in the report, but will need to regularly drag-and-drop formulas into grouping summaries.
To get around this problem we recommend using the Remove All Columns link, but then adding back a single "dummy" field into the report details.
After removing all of the extraneous fields, click the Show dropdown in the Preview heading. Select "Details." On the surface it won't appear as if anything has happened, but this change lets you drag a field into the right-hand "details" area of the report.
The field you choose to add is irrelevant; there just needs to be a field in that column area. As shown in the example below, we chose to add the "Assigned" field.
For our first tutorial we're going to help you create the Correct Contact by Time of Day report. This is an "effectiveness" report that helps you identify the ideal times to call prospects and have the correct person answer the phone.
The goal is to break down calls according to their call result, focusing on "correct contacts." For this report to work, we're assuming your reps are using the PowerDialer call log feature. We're going to compare the percentage of "correct contacts" against all other call results, then group the results by time of day.
The graph shows the side-by-side comparison of calls with "Other" results versus "Correct Contact." The blue line shows the total number of calls placed during that time block.
We want to include the result totals AND the total number of calls to create a qualitative backdrop for the results. For example, maybe in a given week you had a very high "success" rate in correct contacts during the 4 PM hour . . . but had a very low total call volume. In this instance, one or two "correct contacts" during a low-volume period can skew the results, so keep an eye on not just the percentage, but the overall call volume during those times.
At some point you'll need to arbitrarily add a column back to the report grouping view; otherwise you won't be able to drag a formula into the matrix summary (and you'll need to add a formula in just a minute). After you create the bucket field and formula, you can click the Show heading, select "Show Details," and add a column to the details area.
This may not make sense at the moment; continue creating the bucket field and formula and we'll come back to this in just a minute.
To do this we need to add a Bucket Field.
Click the checkmark for "Correct Contact," then click Move To to assign it to the Correct Contact bucket.
Then checkmark all of the other options, and click Move To to assign them to ther other bucket.
There has to be at least one field included in the "Details" area of the report, otherwise the Salesforce report engine won't allow us to drag a formula into the column groupings—and we'll need to do that in just a minute. For purposes of the report the field you choose is irrelevant; there just needs to be a field in that column area. For this example, we've chosen the "Assigned" field.
Start by entering the following into the formula area:
This function calculates the value of a "parent" group level, at a matrix level "outside" the formula's standard row / column grouping specified above. What we want to do is take the "row count" for each "bucket" value (correct contact or other), and divide it by the "parent" grouping value, which is the TOTAL number of logged calls for that hour block. This will calculate the percentage of each call result.
The PARENTGROUPVAL formula lets us calculate that total number of logged calls.
The function includes three parameters—the summary field value (i.e., the "number" the function will return based on the defined grouping level), and the parent row and column grouping "outside" the formula's row / column grouping from which to pull the value.
Set the cursor in the formula to the right of the RowCount/ text. Then in the function dropdown, select PARENTGROUPVAL.
Change the summary_field text to read RowCount as shown.
In some cases, the formula may have already been added to the column grouping matrix. In this case, you don't need to drag it in, it will appear automatically.
Note that the "Record Count" value may not appear until you check the Use second axis box.
Our chart is now ready, so click OK.