# Missed-call cost calculator

> How much revenue do unanswered calls cost you each year? A free calculator for service SMBs, using your own assumptions and your real call log numbers.

Updated on October 15, 2026 · https://app.pilotiko.com/en/tools/missed-call-cost

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?

**Example: a plumbing company with 10 missed calls a week**

- Missed calls per year: 10 × 52 : 520
- × share of potential new customers (40%) : 208
- × close rate had you answered (30%) : 62.4 customers
- × average customer value ($450) : $28,080
- **= ≈ $28,080 of revenue not earned per year**

## 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](https://app.pilotiko.com/en/product/booking-and-scheduling).
- 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.

> Pilotiko's AI receptionist (answering calls, qualifying, booking) is not offered yet: it has not been verified with a real phone number. Use this calculator to measure your situation today.

## 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

1. Aide Google Business Profile, « Modifier les heures d'ouverture de votre établissement », https://support.google.com/business/answer/3039617?hl=fr (accessed on 2026-10-15)
2. Google Search Central, « Données structurées d'établissement local (LocalBusiness) », https://developers.google.com/search/docs/appearance/structured-data/local-business?hl=fr (accessed on 2026-10-15)