Call centre reports: which numbers to check every day, week and month
Sado AI team · · 4 min read
In short
A call centre needs three reports. Daily: how many calls came in, how many were answered, how many were missed and how many of those were called back. Weekly: calls per operator, results (bookings, orders) and the quality score. Monthly: what one call and one result cost, why customers call most, which hours are busy. Every report compares with the previous period and ends with a one-line conclusion.
Three reports: who reads them and when
| Report | Numbers | Who reads it | When |
|---|---|---|---|
| Daily | Received, answered, missed, called back; average wait | Supervisor | Every evening |
| Weekly | Calls per operator, results, quality score | Supervisor and team lead | Monday morning |
| Monthly | Cost per call and per result, call reasons, busy hours | Head of the company | First days of the month |
Whoever reads a report should be able to decide something from it. The owner doesn’t need a 20-column table by operator; they need five numbers and one proposal.
How to work out the key numbers
- Missed share = missed calls ÷ calls received.
- Callback share = missed calls called back ÷ missed calls. The rest may be lost customers.
- Result share = calls ending in a booking or order ÷ calls answered.
- Cost per result = monthly cost (salaries, telephony, software) ÷ number of results.
For example, 3,000 calls came in a month and 450 were missed: 450 ÷ 3,000 = 15%. 300 were called back, so the other 150 may be lost customers. If costs were 36 million so‘m and there were 900 bookings, one booking cost 40,000 so‘m. These numbers are only an example.
Building the report in Google Sheets
- Export the call list from your telephony or virtual PBX: date, time, number, duration, status (answered or not).
- Put it on one sheet and total it by day: count received and missed calls with COUNTIFS.
- Add results from the CRM: bookings, orders, operator name.
- Flag repeat calls from the same number on the same day: one customer calling five times isn’t five customers.
- Write a one-line conclusion at the bottom: what changed and what we do now.
Common mistakes
- Looking only at the number of calls. Lots of calls can be good or bad: on the day a delivery runs late, everyone calls.
- No callback column: you know how many were missed but not what happened to them.
- Not counting repeat calls separately.
- A number with no comparison: “15%” says nothing on its own, so compare with last week or last month.
- A report with no conclusion: the owner reads the numbers but doesn’t know what to do.
From number to decision: four examples
A report only helps if it leads to a decision. What to do when the numbers show:
- Many missed calls between 11:00 and 13:00: move lunch breaks or add one person for those hours.
- A low callback share: make calling back missed numbers one person’s daily task.
- One question, such as the delivery price, comes up far too often: put the answer on the website and the Instagram profile.
- One operator has a low result share: listen to their recordings (how to score call recordings).
The numbers in the Sado portal
Every call answered by an AI operator is in the portal: the recording, transcript, answers collected, a short summary, any booking and the cost. Results download to Excel, so you can add them to your report sheet. You can also ask the portal assistant, Yordamchi, about calls directly, for example: “How many bookings were there yesterday?”
The cost of each call is visible: only talked minutes, 800 so‘m a minute (pricing). If you use Bitrix24, the call card goes into the CRM too: Bitrix24 integration.
Questions
What’s the most important call centre number?
For a small or mid-sized business, missed calls and how many of them were called back. It shows lost customers directly: missed calls.
What are AHT and FCR?
AHT is the average time spent on one call (the talk plus the notes after it). FCR is the share of issues solved on the first call. You can add them to the weekly report, but a small team does fine with the numbers above.
Who should put the reports together?
The supervisor does the daily and weekly ones; the monthly one is done by the supervisor together with management. In a small business the owner does it: 20–30 minutes a week.