What does a missed call cost a small business?
The cost of a missed call is roughly the number of new-customer calls you miss, multiplied by the share of those you'd normally win, multiplied by your average job value, and the only reliable way to know it is to work it out from your own call log and prices.
Why we don't quote an industry figure
You'll see big numbers quoted online for what missed calls cost. They come from different industries, countries and surveys, and they rarely match a small local business. Your own numbers are better, and you can get them in ten minutes.
The sum
Missed new enquiries per month × the share you'd usually win × your average job value = rough monthly cost.
For example (made-up figures): if you miss 12 calls a month from new numbers, you'd normally win about a third of enquiries, and an average job is worth £150, that's 12 × 1/3 × £150 = £600 a month. Swap in your own numbers.
Things the sum leaves out
The real cost is often higher than the sum suggests, because:
- Some jobs lead to repeat work or referrals.
- Emergency work is often worth more than average.
- Calling back late means the customer may already have booked someone else.
- Time spent playing phone tag is time not spent on paid work.
Step by step
- Count missed new calls. Go through your phone's call log for the last month and count missed calls from numbers that aren't existing customers.
- Estimate your win rate. Of the enquiries you do speak to, roughly what share become jobs?
- Find your average job. Take a typical month's takings from new jobs and divide by the number of jobs.
- Multiply. Missed calls × win rate × average job gives a rough monthly figure to compare against the cost of answering them.
Where Pickuply fits
Pickuply lets you enter your average job value in the receptionist settings. Your dashboard then shows bookings taken by the receptionist and an estimated value based on that figure, so you can see whether it pays for itself.
Free to try on a call in your browser. No card needed. Or start without a website.
Questions
How do I know which missed calls were new customers?
Any number not saved in your contacts or job system is a good proxy. It won't be exact, but it's close enough for the sum.
Is it worth paying to answer missed calls?
Compare the monthly cost from the sum with the cost of the answering option. If one extra job a month covers it, it usually is.