Missed-call cost calculator
A call that goes to voicemail is not always lost, but some are. This calculator puts a number on that share, using your own assumptions.
The cost of missed calls is calculated as missed calls per year × share of potential new customers × close rate × average customer value. With 10 missed calls a week, 40% potential customers, a 30% close rate and $450 per customer, that is about $28,000 of revenue not earned per year.
In short
- The calculation only counts calls from potential customers who would have bought.
- Your real numbers are in your phone system's call log: use them instead of the example values.
- The result estimates revenue not earned; it is not a promise of extra revenue.
How do you calculate what missed calls cost?
Where do you find your real numbers?
| Assumption | Where to find it | Trap to avoid |
|---|---|---|
| Missed calls per week | Your phone system or business cell call log | Also count callers who hung up before voicemail |
| Share of new customers | Listen to 20 messages or call back 20 unknown numbers | Do not count suppliers or sales calls |
| Close rate | Your accepted quotes over 3 months | Separate emergencies (high rate) from planned projects (lower rate) |
| Average customer value | Total billed ÷ number of customers over 12 months | Do not use your biggest contract as the average |
How can you reduce missed calls?
- Offer online booking with real open slots: some customers prefer to book without calling. It is available in Pilotiko.
- Call back within the hour during business hours: set a simple rule and one person in charge.
- Show your answering hours clearly on your Google Business Profile [1] and in your site's structured data (openingHours property) [2].
- Measure every month: the number should go down.
Frequently asked questions
Is every missed call a lost customer?
No. Many people leave a message or call back. That is why the calculation applies a share of potential new customers and a close rate: it only counts sales that would have closed had you answered.
How do I know how many calls I miss?
Most phone systems and cell phones show a log of missed calls. Count them over two normal weeks, outside your peak season, then divide by two for a weekly average.
Which close rate should I use?
The rate of your quotes over the last three months. For emergencies (water damage, heating failure) it is often higher than for planned projects, where customers compare several companies.
Should I hire a receptionist?
Not necessarily. Compare the revenue calculated here with the true cost of an employee (dedicated calculator) and with other options, such as online booking or an answering service.
Does the result include repeat customers?
Only if you include them in the average customer value. To stay conservative, use the value of a first sale; if your customers come back often, the real cost is higher.
Sources
- Aide Google Business Profile, Modifier les heures d'ouverture de votre établissement (accessed on October 15, 2026).
- Google Search Central, Données structurées d'établissement local (LocalBusiness) (accessed on October 15, 2026).
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