A 'Burn' Explained

A lead is "burned" when a call's duration falls below the expected handling time and the agent dispositions it with a final result code. Once burned, the system never calls that lead again.

Note. A final result code is one with Never recall lead – make ineligible selected on its Recall option. If the result code instead has Do not recall this phone number selected, only the number called is burned, not the lead itself.

What causes a burn

An agent dispositioning a call under the minimum handling time usually hasn't spent long enough on the call to justify that outcome. As long as the result code they use isn't a final one, the number is called again as normal, and no burn occurs.

For example, a Not Interested result code has a minimum handle time of 30 seconds. If an agent hangs up after 5 seconds and dispositions the call as Not Interested, that's not long enough to genuinely establish disinterest. The lead is burned simply because the call fell outside the expected handling time, regardless of whether the outcome was accurate.

Technical definition

In technical terms, a burn occurs when a call is dispositioned under exception (below the minimum handling time), and the result code used is either:

  • A final result code that isn't a Success, or
  • Wrong Number, or
  • Not Interested

Related articles