Lead management
Measuring lead response time honestly
· 4 min read
A response clock that stops on an internal note is not measuring response. Here is how to measure the number that actually predicts appointments.
What counts as a response
Many reports stop the clock on the first activity of any kind: an assignment, a note, an automated email. Those numbers look good and tell management nothing. The customer only experiences a real attempt to contact them.
Make the clock visible to the person who can stop it
Response improves when the BDC agent or salesperson can see the clock running on each lead, in a queue that puts overdue enquiries first. Measurement that only appears in a monthly report changes nothing on the day.