Contact rate formula in Excel or Google Sheets
Put the inputs in column B from row 2, then paste the formulas below. They work the same in Excel and Google Sheets.
| Cell | What | Value or formula | Example |
|---|---|---|---|
| B2 | Support contacts (tickets, calls, chats) | 6000 | 6000 |
| B3 | Orders or active customers | 40000 | 40000 |
| B5 | Contact rate (%) | =ROUND(B2/B3*100,1) | 15 |
| B6 | Contacts per 1,000 | =ROUND(B2/B3*1000,0) | 150 |
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Frequently asked questions
- How do you calculate contact rate?
- Divide support contacts by the number of orders or active customers in the same period. 6,000 contacts for 40,000 orders is a 15% contact rate.
- Why does contact rate matter?
- Volume grows with the business, but contact rate shows whether each customer needs more or less help. Lowering it is the cheapest way to scale support.
- How do you reduce the contact rate?
- Find the top contact reasons, fix their cause (unclear emails, missing status updates, bugs) and add self-service for the rest. Measure the rate per reason, not only in total.
About the author
Abdessamad Ghanem
Customer Experience & Customer Success Consultant · Founder of Clarivoxx
Abdessamad Ghanem works across Customer Support, Sales, Customer Success, Account Management and Partner Management. He writes Clarivoxx Insights for B2B SaaS professionals who own retention, adoption and customer outcomes.