Call reports: the good, the bad and the boring

March 21, 2015

“Oh, yawn”, I hear you cry! Yes, pretty much, but writing a call report is a necessary tedium Account Managers endure to maintain superstar status. Here’s how to take some of the pain out of writing your next call report.

Other titles for a call report:
  • contact report
  • meeting report
  • minutes
  • memory-jogger
  • to do list for the forgetful
  • the “see, we DID agree to it” reminder
  • bacon-saver.

Notice how the report shifted from a boring admin task to a useful tool that will - just maybe - one day save your bacon? The pain of writing this type of report lessens if we understand just how useful the report can be.

Why, oh why?

How often have you sat in a meeting, not taking any minutes, then a couple of hours later have already forgotten what you needed to action? How about that meeting where there was back-and-forth debate, but you couldn't remember what the final decision was? Or the meeting where various people needed to action tasks but no one took notes - do you think they will remember what to do?

Call reports help to:

  • reduce miscommunication
  • track changes and planning for a campaign or project
  • settle disputes of what people were asked/not asked to do
  • clarify requirements
  • eliminate “he-said-she-said” scenarios.

Call reports are also considered (in some countries) to be legal documents and can be called as evidence in court actions!

Not all call reports are created equal

A call report for an agency Account Manager is somewhat different from a salesperson’s call report. A sales call report is usually for internal use only, has a strong CRM focus and is given to a team leader for review and pipeline planning. A cloud-based CRM system (such as Salesforce) is an efficient way to track sales-related calls, emails and meetings. If your Account Management role includes business development, then I suggest you use a purpose-built CRM system for your report records.

An Account Manager’s call report is more of a team and client-focused document. The report gets sent to all who attended your meeting as a record of discussion, decisions made and actions required. I prefer to use the term “meeting report” if the document is to be given to a client. “Call report” and “contact report” are sales-oriented, whereas “meeting report” is far more “client-friendly”.

Agency call reports usually include information such as:

  • who attended the meeting
  • who didn’t attend that should have been there
  • the purpose of the meeting
  • what was discussed
  • decisions reached
  • next steps / points to action after the meeting
  • the person responsible for each action point
  • date for task completion
  • any other relevant information.

Making call reports digestible

A call report is most definitely not a transcript of the meeting. If you want others to actually read your report, then here are some tips on how to make the report digestible:

  • Write in bullet-point style and use indentation when required.
  • Write with an objective tone, keep to the facts and remove all emotive language.
  • Record only the main facts and decisions made - ignore rabbit-trail discussions and chit-chat.
  • Include off-topic discussions under an “Other” heading, if the information is useful.
  • Avoid the “John said…, then Harry said…” style of writing. Detail to this level can put people off from speaking up in future meetings, if they feel you are recording their every word.
  • Keep the word count as low as possible.
  • Group similar points together under section headings.
  • Record when an “agreement” is reached (this can help mitigate future disputes).
  • Outline action points at the end of the report, at end of each section, or highlight them within the body of the report (e.g. make the name of the person responsible in bold and a different colour).
  • Proofread the call report carefully, and check the spelling of people’s names.
  • Email your call report to your client and participants within 24-48 hours of your meeting.
  • Keep a copy of your call reports for easy access by you and your team.

You may feel you need to add in a disclaimer to the end of your call report, such as:
This call/contact/meeting report will be deemed accurate after five business days from [date of report]. Any concerns or corrections are requested in writing.

Are they worth it?

Call reports. Yawn-worthy? Yes. A bacon-saver? Yes. Worth the tedium? Most definitely.





Leave a comment

Comments will be approved before showing up.

Also in Latest Tips & Tricks

Client profitability - part 2, Loss Leaders

September 23, 2018

There are times when ‘loss’ (low, zero, or negative profit) is the aim rather than a healthy profit. These clients (or projects) are called ‘loss leaders’. When might you want to use a loss-leading tactic in your agency?

View full article →

Client profitability - Part 1

September 09, 2018

Having profitable clients and campaigns is what agencies strive toward. Your daily account management decisions will make or break the profitability of your accounts - from quoting to setting price structures and retainers, coordinating internal teams and handling client changes. Remember, if your work is not profitable, you (and your colleagues) won’t have a job (no pressure)!

View full article →

Research: pre-testing and post-testing

August 29, 2018

Research activities are typically initiated and conducted by your client, as part of their marketing remit. However, there is another type of research that is advertising-specific and is more likely to be initiated (or at least recommended) by your agency rather than by your client. The two main areas of research that an agency would get involved with are ‘pre-testing’ and ‘post-testing’.

View full article →

Our gift to you!