What Is an Outbound Call Center? Benefits, Features, and Uses

December 22, 2023 10 min read

Blair Williamson

Blair Williamson

what is an outbound call center? An outbound call center is a business facility that staffs agents to make outbound calls to customers and prospects.

Outbound call centers power sales, marketing, customer service, and more for a business. They offer personalization and reach that other communication channels cannot yet match.

But how do they work, what are their key features and benefits, and how do you optimize them for your business? Let’s find out.

What Is an Outbound Call Center?

An outbound call center refers to a contact center operation, where agents make outgoing calls to customers and prospects, as opposed to receiving incoming calls.

Outbound call centers enable reaching, servicing, and selling to customers using communication channels like phone calls, email, SMS, and more.

Companies use outbound call centers to grow sales, conduct surveys, conduct market research, and proactively deliver customer service.

Inbound call centers maintain existing customer relationships by offering customer support. Instead, outbound sales teams find new leads and follow up with customers through surveys and referrals.

Outbound call centers offer high-impact call center operations in industries like telemarketing, financial services, healthcare, higher education, and staffing agencies.

Connecting businesses to audiences, an outbound call center solution provides timely information, serves customers faster, and increases sales performance.

What is an outbound call?

Outbound calls are a form of verbal communication made by a call center agent. They contrast with inbound calls, as it’s the agent who initiates the conversation.

Typically, companies use their business phone system or a sophisticated cloud contact center to make outbound calls. Outbound calls serve several purposes: sales, fundraising, and market research through surveys and follow-up calls.

Examples of Outbound Call Centers

Outbound call centers can take multiple forms and be used in a variety of ways.

Benefits of Outbound Call Centers

Outbound sales directly influence conversion rates. Outbound call center agents create opportunity — not wait for it. Here are some key benefits of using outbound call centers.

Reach customers on their schedule

With outbound call centers, you can reach a high number of potential customers. With the right tools, like a predictive dialer, call center managers maximize their phone time and increase conversion rates.

Improve customer acquisition

With the right market research, telemarketing, and cold-calling tactics, your sales team can identify and reach out to potential customers. Real-time customer info (like Call Pop) boosts retention and revenue.

Nextiva screen pop
Example of a Nextiva Screen Pop

Retain more customers

Live agents can place customer calls and provide personalized support, upsell and cross-sell products, and set appointments for follow-up. Even help desk call center teams build long-term relationships and drive loyalty by focusing on customer satisfaction.

Boost agent productivity

With contact center software and integrations, agents streamline their workflow and spend more time on phone calls. With business process outsourcing (BPO) firms, you can have them work on new deals and route the info to your sales reps when a prospect is ready for a sales discussion.

Track important metrics

Call center metrics like call volume, conversion rates, and customer satisfaction help you identify areas for improvement and adjust your strategy.

Use contact center software to automate metrics tracking and generate reports for analysis.

Outbound vs. Inbound Call Center

Inbound and outbound call centers serve complementary needs but differ in some key ways:


Inbound centers handle incoming customer queries and service needs, acting as helpful reactive resources.

Outbound centers make proactive calls to connect with customers and prospects.

Agent skills

Inbound agents require strong technical knowledge, multitasking abilities, and empathy to resolve service issues.

Outbound agents need persuasion skills, resilience, and sharp listening to qualify leads or close deals.


While inbound KPIs focus on customer satisfaction scores, first-call resolution, and wait times, outbound centers track lead quality, deal conversion rates, and call connect rates.

Contact Center Reporting Metrics - Overview - Nextiva


Inbound centers prioritize ticketing, knowledge management portals, and IVRs.

Outbound relies heavily on autodialer algorithms, campaign management tools, and voice analytics.


Inbound centers follow general consumer privacy protocols.

Outbound centers adhere to telemarketing rules around ethics, data, calling hours, and consent requirements.

While inbound centers enable reactive customer service, outbound promote proactive sales and marketing — but a mix of both is ideal for improving the customer journey.

Inbound call centerOutbound call center
Types of callsCalls that come into a call centerCalls that go out from a call center
GoalsCustomer serviceLead generation
Types of serviceSupport and product/service inquiriesSelling and market/customer research

Related: 5 Types of Call Centers: Which Is Right for Your Business?

5 Top Functions of an Outbound Call Center

Outbound call center services serve a variety of call center campaigns. Here are six of the top offerings.

Functions of an outbound call center

1. Lead generation and qualification

Agents reach out to potential new prospects identified through market research and promotional campaigns done via channels like pay-per-click ads, events, website downloads, and more.

Agents use an outbound call center to qualify leads, promote products/services, book sales appointments, and pass on qualified leads to sales teams.

2. Collecting customer surveys and feedback

Conducting market research through customer surveys helps businesses gather in-depth insight. Agents can also follow up with a customer to alleviate bad customer reviews with friendly service.

While talking with customers, agents can also look for ways to cross-sell and upsell. This can be done by actively listening to customers’ needs and connecting them with sales agents.

And this tactic has some impressive results. The probability of selling to a new prospect is 5-20 percent. However, the probability of selling to an existing customer is 60-70%. 

Stat on the value of cross selling
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

3. Appointment setting

Agents can book appointments for prospects to meet with a sales representative. This lets sales reps jump into the process once a lead has been thoroughly vetted, saving time and streamlining the sales process.

4. Correcting billing issues

Outbound teams can also contact customers to let them know that their subscription is up for renewal. Or, if a bill is overdue or there are billing errors, they can call customers to help resolve the issue.

5. Scheduled customer callbacks

Agents can avoid irritating customers by keeping them on hold by scheduling callbacks. This helps eliminate long wait times for the caller and improves customer experience.

Key Features of Outbound Call Centers

Here are a few key features to consider when looking for an outbound contact center provider

Dialer tools  

Sales dialers allow agents to improve their efficiency and the volume of calls they can make. The types of dialer tools differ within outbound call center software, but here are a few of the most common:

Custom caller ID

If a caller ID phone number is local to the customer, they’re more likely to answer the call. That’s why modifiable caller ID is essential in outbound communication.

The agent’s desktop can see only the customer’s number entered by the agent. The incoming call at the customer’s end shows up with a phone number belonging to their area.

Click-to-call capability

Click-to-call is sometimes referred to as a click-to-dial and one-click calling. It’s a phone system feature that connects phone calls using VoIP.

Call recording

The ability to record phone conversations with customers can greatly improve agent success. This feature is also used to track agent performance to help them improve.

Call Center QA Example of Call Recording

With VoIP call recording, companies can offer quality call assurance, minimize legal risks, and increase accountability.

Best Practices for Outbound Calling

Outbound call centers help make dedicated outgoing calls to achieve various business goals. It’s not just about picking up a phone and making calls; several key components work together to make it successful.

Understanding these components and following some best practices will help you make headway in your call center operations and improve your contact center experience.

1. Managing people

One of the biggest challenges in running an outbound call center is helping agents overcome call reluctance and build rapport with customers.

With frequent customer conversations, agents directly impact campaign success. Prioritize communication skills, product mastery, and rapport-building during hiring and ongoing training to boost engagement.

Supervisors need to guide teams by monitoring interactions, establishing goals, addressing development areas through constructive feedback, and ensuring compliance with quality norms through a coaching leadership approach.

Behind the scenes, the management must oversee direction and study data patterns to optimize operations, manage technologies or budgets judiciously, and promote collaboration to maximize productivity.

A collaborative approach makes for a well-oiled, strategic, and analytical contact center.

2. Managing processes

Manage your campaigns from the get-go to not lose out on important leads. Define the objective, target audience, call scripts, and communication channels for each campaign.

Call center quality assurance

3. Managing technology

Deploy a robust telephony Infrastructure and phone systems that handle high call volumes, seamless call routing, and integrate with other essential software.

Nextiva Call Center Integration

Manage all your calls in one place.

Get Nextiva, a unified phone system for all your calling needs.

4. Training and development

Motivating and retaining call center agents in a demanding environment is another key challenge. You can do a few things to invest in your agents’ growth.

Equip new agents with product knowledge, communication techniques, call handling procedures, and company policies and continuously train them to perform better.

Provide refresher training, product updates, and new skills development to keep agents sharp and effective. Offering personalized coaching and feedback to individual agents based on their performance and learning needs improves their confidence and motivates them to get by the task every day.

5. Compliance and security

Protect customer data through secure servers, access controls, and data encryption protocols.

Adhere to relevant telemarketing regulations and data privacy laws to meet industry standards and internal quality benchmarks for call handling and customer service.

Start With a Best-practice Call Center Software

Nextiva product shot

Nextiva is the final dial tone on your search for the perfect call center software.

Nextiva’s intuitive interface and automation tools streamline workflows, so agents spend less time navigating menus and more time engaging with customers.

Predictive dialing, voicemail, call recording, and advanced analytics provide valuable insights to optimize call strategies, maximize productivity, and gain better competitive intelligence.

It’s cloud-based and doesn’t need you to install costly on-premise infrastructure — a cost-effective and flexible solution for businesses of all sizes. Scale your operations up or down effortlessly. Your call center will always meet your growing needs.

Nextiva’s omnichannel capabilities let you easily transition between voice calls, social media, emails, and even text messages. You meet your customers where they are and never miss an outreach.

Connect, convert, and close.

Empower your agents, enhance customer experiences, and drive measurable results.


Below, we’ll answer a few commonly asked questions about outbound call centers to determine if one is right for you.

What is an outbound call center?

An outbound call center is a business facility that staffs agents to make outbound calls to customers and prospects. Companies outbound call centers to grow sales, conduct surveys, collect market research, and proactively deliver customer service.

How does an outbound call center grow revenue?

They grow sales because agents are actively making calls to potential customers. They also help continue relationships with new customers by educating them on new product offerings and updates.

Who uses call center software?

Companies often add an outbound for business development and proactive customer support. Industries that use this software include nonprofits, healthcare, insurance, hospitality, retail, and telecom companies.

What are the reasons for setting up an outbound call center?

If you’re looking to grow your business, outbound call centers can help. Agents can use lead generation to grow sales and cut down long wait times for customers with call queues.

But if your focus is to help customers who are contacting you, then an inbound call center is the right option. You could also combine the two with a hybrid call center.

There are many benefits to adding an outbound call center to your business strategy. This is invaluable if you want to improve customer relationships or find new prospects.

And if you want a hybrid approach, Nextiva’s VoIP call center will help your business strike a balance between the two call types. Our software will help you deliver personalized service, communicate with customers, and track real-time analytics to help your agents — and business — grow.

Blair Williamson


Blair Williamson

Blair Williamson was a Content Marketing Manager at Nextiva. Her background is marketing in higher education and tech. She geeks out on WordPress, kettlebells, and whatever book she's currently reading.

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