Reporting Standard

Why we report

Clients cannot sit next to you. Reports are how they see the value of the work, and how your lead spots problems early. A good report answers four questions in under a minute of reading:

1. What got done (with numbers)?
2. What is still in progress, and when will it be done?
3. What do you need from the reader?
4. What should they worry about?

The golden rules

• Outcomes, not activity. "Processed 48 invoices, 2 held for missing purchase orders" beats "worked on invoices".
• Numbers are exact and true. Pull them from the CRM, dialer or tracker, never from memory. If a number is not available, write "not available" and why.
• Client time zone. All times in the client's zone, with the zone named.
• Same place, same time. Post reports where your campaign requires (team channel, client channel or email), at the same point in every shift.
• Short. If the report takes more than 2 minutes to read, it is too long. Put detail in a linked sheet.

Start-of-day report (SOD)

When: within 15 minutes of shift start.

SOD (DATE)
Online: (START) to (END) (CLIENT TIME ZONE)
Top 3 priorities:
1. (TASK), due (TIME AND ZONE)
2. (TASK), due (TIME AND ZONE)
3. (TASK), due (TIME AND ZONE)
Need from you: (DECISION OR ACCESS NEEDED, or "nothing right now")

End-of-day report (EOD)

When: before you check out, after the CRM is updated.

General version (back office, support, specialist)

EOD (DATE)
Completed:
- (OUTCOME WITH NUMBER)
- (OUTCOME WITH NUMBER)
In progress:
- (TASK): (PROGRESS, e.g. 30 of 50), ETA (DATE, TIME AND ZONE)
Need from you:
- (SPECIFIC DECISION OR APPROVAL)
Flags:
- (RISKS, COMPLAINTS, UNUSUAL ITEMS)
Tomorrow's top 3:
1. (TASK)
2. (TASK)
3. (TASK)
Hours tracked: (X.X)

Calling and texting version

EOD (DATE), (CAMPAIGN)
Dials: (NUMBER)    Live contacts: (NUMBER)    Conversations: (NUMBER)
Qualified leads: (NUMBER)    Appointments set: (NUMBER)
Callbacks scheduled: (NUMBER)
Texts sent: (NUMBER)    Replies handled: (NUMBER)
Do-not-call requests captured: (NUMBER), all coded same shift: Yes or No
Hot leads handed off: (LEAD ID OR NAME INITIALS, TO WHOM, TIME AND ZONE)
List notes: (WRONG NUMBER OR DISCONNECT RATE, DATA ISSUES)
Flags: (COMPLAINTS, LEGAL LANGUAGE, ANYTHING UNUSUAL)
Hours tracked: (X.X)

Example (back office)

EOD Oct 18, 2026
Completed:
- Processed 48 vendor invoices; 2 held (no purchase order), listed in the "Held" tab
- Scheduled 6 meetings for next week; all confirmations sent
In progress:
- Competitor research: 30 of 50 companies done, ETA Tue 12:00 PM ET
Need from you:
- Approve the refund on order 48213 (USD 612), details in the ticket
Flags:
- 3 customers asked about the new pricing; draft reply ready for your review
Tomorrow's top 3:
1. Finish competitor research
2. Clear invoice inbox
3. Prepare Monday meeting notes
Hours tracked: 8.5

Weekly report

When: at the end of the client's working week (usually Friday, client time), or as your Playbook sets.

Weekly report, week of (DATE)
Volume: (KEY COUNTS FOR THE WEEK)
KPIs vs target:
- (KPI): (ACTUAL) vs (TARGET)
- (KPI): (ACTUAL) vs (TARGET)
Wins: (ONE OR TWO SPECIFIC RESULTS)
Issues: (WHAT WENT WRONG, WHAT YOU DID ABOUT IT)
Ideas: (ONE IMPROVEMENT YOU SUGGEST)
Next week's focus: (TOP 3)

Example (calling campaign)

Weekly report, week of Oct 12, 2026
Volume: 3,420 dials, 402 live contacts, 118 conversations
KPIs vs target:
- Qualified leads: 14 vs 12
- Appointments set: 4 vs 5
- Do-not-call requests coded same shift: 100% vs 100%
Wins: 2 appointments from the probate list, both owners ready within 60 days
Issues: Wrong-number rate on the tax list was 31%; flagged to the list team Wednesday
Ideas: Call the probate list earlier in the evening window; contact rate was 40% higher before 6:00 PM local
Next week's focus: Probate list callbacks, hit 5 appointments, re-scrubbed tax list

Monthly reporting

Your Campaign Lead or Account Manager prepares a monthly report for the client: KPI trends, QA scores, process changes and improvement ideas. Your daily and weekly reports are the raw material. If they are accurate, the monthly report writes itself.

Report quality checklist

Before you post any report:

• Every number taken from the system, not memory
• Times in the client's time zone with the zone named
• "Need from you" is specific and has a deadline
• Anything promised to a customer is listed with its time
• No customer personal data beyond what the channel allows (use lead IDs or initials)
• Readable in under 2 minutes

Check yourself

1. What four questions should every report answer?
2. Rewrite as an outcome: "Worked on CRM today."
3. Your dialer report is not loading at end of shift. What do you write for dials?
4. Where do you put detailed lists that would make the report too long?
5. Why should you avoid full customer names and phone numbers in reports?

Answers

1. What got done, what is in progress and when, what you need, and what the reader should worry about.
2. Example: "Updated 64 CRM records: 41 statuses, 23 next-step dates. Merged 9 duplicates."
3. "Not available, dialer report not loading at (TIME AND ZONE); will add tomorrow." Never guess.
4. In a linked sheet or document, with a one-line summary in the report.
5. To share only the minimum personal data needed. Use lead IDs or initials.

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