What a missed call really costs you
A call you don't answer isn't "zero": it's a customer going to a competitor. The problem is that this cost never shows up in your books, which is why it's so easy to ignore. Here's how to calculate it in five minutes.
The missed-call formula
Multiply three numbers: unanswered calls per month × the chance they were a new customer × the average value of that customer. The result is usually surprising.
Example: 40 missed calls a month, 30% would be customers, each worth €120 → that's €1,440 a month walking out unnoticed.
Where they're actually lost
They're not lost mid-morning when everyone's available. They're lost at lunchtime, after hours, on weekends and at peak times, when your team is already serving someone.
Those are exactly the hours a human can't be on the phone — and an AI can.
What you can do this week
Turn on an automatic WhatsApp reply outside hours, even a basic one. Measure how many calls come in while you're closed. And if the number from the formula stings, consider a receptionist that always answers.
Want to put your own number on it?
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