Quick answer: After a bulk voice call campaign, look at four things: how many calls were answered out of those dialled, how long people stayed on the line, how many pressed a key if you asked for one, and what your team did with the responses. Compare each number with your own last campaign rather than a general benchmark, and change one thing at a time.
A voice campaign produces a lot of data and very little of it matters. This guide explains which numbers deserve attention and what to do about them. If you are new to the channel, our guide to how a bulk voice call service works in India covers the basics first.
What a voice campaign report contains
Nexcomm's bulk voice call service reports include call logs covering answered calls, call duration and any key-press inputs captured during the campaign. That gives you three raw things to work with: whether each call was answered, for how long, and what the listener pressed.
The four numbers worth tracking
1. Answer rate
Answered calls divided by calls dialled. It tells you how many of your numbers reached a person. A low answer rate usually points to the list, the time of day, or the number the call comes from, not the message.
2. Average call duration
Total talk time divided by answered calls. If most people hang up in the first few seconds, the opening is losing them. If most people stay to the end of a 30-second message, it is working. Our guide to writing a bulk voice call script is about the first of these problems.
3. Response rate
For a campaign with a keypad option, this is the number who pressed a key, divided by the number who answered. It shows how well the ask worked. See our guide to press-1 voice campaigns for how to word it.
4. Follow-up completed
This one is not in any report, so you have to track it yourself: of the people who responded, how many did your team actually call back, and how soon? It is the number that decides whether the campaign paid for itself.
A worked example
These numbers are invented to show the arithmetic, not to suggest a target. Suppose a clinic dials 2,000 numbers, and 900 are answered. The answer rate is 900 divided by 2,000, or 45 per cent. Of those 900, 270 press 1 to confirm. The response rate is 270 divided by 900, or 30 per cent.
If the next campaign, with a changed opening, shows the same answer rate but a response rate of 35 per cent, the new opening worked. Because only one thing changed, you know why.
Reading the numbers together
- Low answer rate, healthy duration: The message is fine; the timing or the list needs work.
- Good answer rate, short duration: People pick up and then hang up. Rewrite the opening.
- Good duration, few keypresses: The message is heard but the ask is unclear or too big.
- Good keypresses, weak follow-up: The campaign is fine and the process behind it is not.
What to change, and how
Change one variable per campaign: the time of day, the opening line, the length, or the question. Send the changed version to a small slice first. If you change four things, you will not know which one made the difference.
The same approach works for inbound menus. See our guide to IVR menu design for what to look for in call recordings and drop-off points.
Frequently asked questions
What is a good answer rate for a voice campaign?
There is no single figure that applies to every list, because it depends on how fresh the numbers are, when you call and who you call. Compare against your own previous campaigns, and treat any published average with caution.
Why are my calls not being answered?
Common causes are an old list, calling at a time when your audience is busy, and recipients not recognising the number. Try a different time slot on a small batch and compare.
Do retries improve the numbers?
Retrying unanswered numbers later can reach people who were busy the first time. Keep the number of retries reasonable, and remember that retries still count towards the call limits and complaint rules in TRAI's regulations, covered in our TRAI rules summary.
How soon should responders be called back?
As soon as you can. A response is strongest on the day it is given. Set an internal target, such as the same working day, and measure against it.
Sources checked
- Nexcomm's Voice Campaigns service page, for the contents of call logs and reports (checked 2 November 2026).
- TRAI's Telecom Commercial Communications Customer Preference Regulations, 2018, for the limits on outgoing calls and the complaint penalties, summarised in our TRAI rules article.
- All figures in the worked example are invented. The rates are calculated by formula, and no benchmark is claimed.
More in Voice and IVR guides.
Written by Rohit Jadhav. Last reviewed 2 November 2026.
