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

March 29, 2024 13 min read

Alex Doan

Alex Doan

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.

Nextiva call center solution

Let’s take a quick look at the difference between a contact center and a call center:

  • Call Center: A call center primarily focuses on voice calls as the main method of communication. This can be either inbound, where agents receive calls from customers (e.g., for support or inquiries), or outbound, where agents make calls to customers (e.g., for sales or surveys).
  • Contact Center: A contact center, on the other hand, manages customer interactions across a wide range of communication channels (email, SMS, web chat, social media) in addition to voice calls.

And the difference between outbound call centers and inbound call centers are:

FeatureOutbound Call CentersInbound Call Centers
Main FocusMaking calls to customers for telemarketing, sales or fundraising.Receiving calls from customers for support, inquiries or complaints.
Primary GoalsGenerate sales, lead generation, donations, or conduct surveys.Provide customer service, support or technical assistance.
Skill Set RequiredSales-oriented, persuasive communication, resilience to rejection.Problem-solving, empathy, technical knowledge, patience.
Call InitiationCalls are initiated by the call center agents to potential or existing customers.Calls are initiated by the customers seeking assistance or information.
SalesPrimary focus is on initiating and closing sales through proactive outreach.Sales may occur but are often secondary, resulting from upselling or cross-selling during support calls.
OnboardingMay involve initial contact for setting up services or follow-up on recent purchases.Primarily involves assisting new customers in understanding and using products or services.
RetentionEfforts may include follow-up calls to retain customers or renew services.Focuses on solving problems and addressing complaints to prevent customer churn.
SupportLimited, as the main aim is not to provide support but to sell or inform.Core function, with agents trained to offer solutions and technical assistance.
ChallengesReaching potential customers, dealing with rejection, maintaining a high energy level.Handling a wide variety of inquiries, managing high call volumes, maintaining patience and empathy.

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.

Why are outbound call centers important in business operations?

Outbound call centers are important in business operations for several reasons:

Related: 16 Must-Have Call Center Features for Sales Teams

What is an outbound call?

An outbound call is a phone call made by an agent from a company to a customer or prospect, typically for purposes such as sales, customer outreach, surveys, or appointment setting. Outgoing calls contrast with inbound calls, as it’s the contact center agents who initiate the conversation.

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

Examples of Outbound Call Centers

Outbound call centers can serve multiple purposes and be used in a variety of ways, such as:

Benefits of Outbound Call Centers

Outbound sales directly influence conversion rates. Outbound call center agents create opportunities — not wait for them. 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 outbound dialing methods 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 Call Pop displays useful information on the screen about incoming calls.

Retain more customers

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

Boost agent productivity

With contact center software and integrations, call 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:

  • Purpose: 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.
  • Center 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.
  • Technology: Inbound centers prioritize ticketing, knowledge management portals, and IVRs. Outbound relies heavily on autodialer algorithms, campaign management tools, and voice analytics.
  • Regulations: Inbound centers follow general consumer privacy protocols. Outbound centers adhere to telemarketing rules around ethics, data, calling hours, and consent requirements.
  • Metrics: 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 metrics

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.

Connect, convert and close.

Sales and support teams use Nextiva to deliver a better customer experience.

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.


1. Lead generation and qualification

A call center agent reaches 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 overcoming sales objections for a cold prospect is 5-20%. However, the probability of selling to an existing customer is 60-70%. 


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 calling is also used to contact existing customers and 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 schedule callbacks to avoid irritating customers by keeping them on hold for too long. This helps eliminate long wait times for the caller and improve customer experiences.

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:

  • Predictive dialing: A predictive dialer tool automatically dials numbers for agents. Nextiva prohibits the use of auto/predictive dialers for high-value outbound calls.
  • Power dialing: Similar to predictive dialing, power dialing allows agents to make calls, one after another, automatically — much faster than dialing by hand.
  • Business phone calls: With VoIP phone service, agents can make calls anywhere there’s an internet connection. This lets them work remotely and eliminates the need for a phone line.
  • SMS reminders: Send a short SMS reminder from your outbound contact center before a meeting. A reschedule is better than a no-show.

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.

speech analytics

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.

  • Lead Generation: Source potential customers or contacts through web forms, purchased databases, or internal referrals.
  • Dialing Technology: Use contact center software like automatic dialers and predictive dialers to optimize agent call time and efficiency.
  • Call Scripting: Provide agents with a prepared roadmap for conversations to cover consistent messaging and key points.
  • Quality Assurance: Monitor and evaluate calls to stay on script, demonstrate proper professionalism, and improve customer satisfaction.
Call center quality assurance criteria

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.

  • Use a CRM system: Store customer data, track interactions, view orders, and manage your sales pipeline.
  • Record and monitor calls: Capture calls for training, compliance, and performance analysis.
  • Report and analyze: Report on various call center metrics like success rate, conversion rates, and agent performance to identify areas for improvement.

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.

Nextiva: Start With a Proven Call Center Software

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

Sales and support teams use Nextiva to deliver a better customer experience.

Outbound Call Center FAQs

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.

How do I set up an outbound call center? 

Here are the basic steps to set up an effective outbound call center:

Determine your goals and objectives. Decide whether you want to focus on sales, lead generation, customer retention, or other outbound activities.
Assemble a team of skilled and trained agents who have excellent communication and sales skills. Provide them with thorough training on your products/services, sales techniques, and customer service.
Invest in the right technology, such as a cloud-based call center software with features like auto-dialing, CRM integration, and call recording. This will streamline your operations and improve agent productivity.
Develop well-crafted call scripts that maintain consistency and professionalism. Scripts should cover greetings, key talking points, and handling objections.
Set up clear performance metrics and KPIs to monitor the success of your outbound campaigns, such as call conversion rates, average call duration, and lead quality.
Ensure compliance with relevant regulations like the Telephone Consumer Protection Act (TCPA) to build trust with customers and avoid legal issues.
Use data and analytics to gain insights into customer behavior, refine your sales strategies, and identify target markets.

What is outbound vs inbound call center?

An outbound call center focuses on making calls to customers or prospects, typically for sales, lead generation, or customer outreach. In contrast, inbound call centers handle incoming calls from customers, often for support, inquiries, or service requests.

Outbound calls made by agents of an outbound call center to customers or prospects. These calls are usually for purposes such as sales calls, customer satisfaction surveys, or appointment scheduling.

What can I expect from an outbound call center?

From an outbound call center, you can expect activities focused on proactively reaching out to customers or prospects. This includes conducting sales calls, generating leads, market research, and providing customer follow-ups or updates.

What is the relationship between outbound sales teams and customer service departments?

Outbound sales teams and customer service departments, when coordinated, provide a much more cohesive customer journey that improves the overall customer experience.

The sales teams use outbound call center software to initiate outbound calls, aiming to secure new business. The benefit of this software is that agents can reliably transfer calls between departments and supervisors can review past interactions for developmental opportunities. 

The customer service teams, on the other hand, focus on managing inbound calls and inquiries, so that issue resolution is prompt and customer satisfaction is high.

What services and tools are included in an outbound call center solution?

An outbound call center solution includes services and tools such as call recording, real-time analytics, and outbound calling software. It also integrates with existing sales tools, CRMs, and email services. All this makes it easy to enhance the customer experience, increase satisfaction, manage outbound communication, track agent performance, and ensure compliance with regulations.

Nextiva provides a complete business communications solution that brings every customer interaction into one interface.

What are the reasons for making outbound calls in an outbound call center?

Reasons for making outbound calls in an outbound call center include sales, collections, surveys, research, fundraising, and proactive customer notifications.

The advantage of an outbound call center is that it places the business growth trajectory in its hands versus the whims of the market to discover them. This is like taking ownership of your own personal destiny, or charting a course through uncharted waters with a map rather than drifting wherever the tide goes…(you get the idea). 

Alex Doan


Alex Doan

Alex Doan is an experienced senior marketing professional specializing in propelling growth for both B2B and B2C companies. Proficient in streamlining marketing operations for seamless sales transitions, utilizing analytics and consumer insights to achieve measurable outcomes. Committed to enhancing lead and customer experiences through effective journey mapping.

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