CASE STUDY 2: MANAGING UNDERPERFORMING REPS WITH DATA-DRIVEN DASHBOARDS

Problem Overview

We had a client whose call center manager already had a general idea of which reps were underperforming, but lacked the data to back it up. By building out a custom Points Dashboard using KPIs like Lead to Qualified Lead Rate, Lead to Sales Rate, Average Talk Time, Cancellation Rate, and Incomplete Tasks, we gave them the tools to turn assumptions into action. The dashboard also included inbound vs. outbound call counts, average talk times, email/SMS opt-in rates, and even reasons for disqualification compared to peer performance. With this visibility, the manager was able to set clear benchmarks and performance goals for each rep. As a result, the company went from handling 50 inbound calls a day to over 500, without sacrificing lead quality or consistency. The data also helped justify targeted training, performance improvement plans, and even new hires, based on actual metrics rather than guesswork. Thanks to this real-time performance tracking, reps who weren’t hitting their goals could be identified early. Those who responded well to coaching stayed. Those who didn’t were replaced, keeping the sales team sharp, efficient, and ready to scale.

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Solution: Strategies for Managing Poor Performing Reps

You can’t manage what you don’t measure. With CRM automation and the right performance dashboards, you can identify, train, and, if needed, replace underperformers before they hurt your pipeline.

A) Set Up Clear KPIs to Monitor Rep Performance

Your CRM should automatically track and report performance metrics, including:

  • Lead to Qualified Lead Rate
  • Lead to Sales Rate
  • Average Call Duration (Qualified vs Non-Qualified)
  • Reasons for Non-Qualification (Compared Peer-to-Peer)

Pro Tip: Create dashboards that compare rep performance across these indicators.

B) Don’t Forget Email & SMS KPIs

These two are critical in a modern contact center:

  • # of Inbound Call Leads with Email Captured
  • # of Inbound Leads Agreeing to SMS Follow-Up

Both are crucial for lead nurturing. If your agents are not collecting contact permissions, your automation strategy falls apart.

C) Call:Note Ratio – Non-Negotiable for Success

    You should aim for 100% call:note ratio. That means every inbound or outbound call must have a corresponding note attached to the lead in the CRM.

D) Additional Metrics to Track

  • Cancellation Rate on Clients
  • Incomplete Tasks – total and percentage per agent
  • Talk Time Averages and Volume per Channel (Inbound/Outbound)

These help you catch issues early—like agents who talk too long, close too few, or fail to complete tasks.

E) Actionable Strategy Based on Data

Once you’ve collected and analyzed the data:

  • Set Benchmarks & Targets: Give agents transparent goals based on peer averages and past performance.
  • Initiate Structured Training: Provide training for reps below target, with focus on their specific weaknesses (e.g., low email capture, high talk time).
  • Reevaluate Performance Post-Training: Set a time-bound window (e.g., 30 or 60 days) to measure improvement.
  • Make Smart Hiring or Replacement Decisions: If there’s no improvement, the data justifies hiring new agents with a tailored onboarding plan based on what works.

Services We Offer From This Case Study

  • Sales Rep Performance Dashboard Setup - See more
  • Incomplete Task Reporting for Sales Reps - See more
  • Inbound vs. Outbound Call Analytics Dashboard - See more

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Denis Zlobin
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