Using KPIs and Reports to Grow Your Reseller Business

Most telecom resellers run their billing platform to generate invoices and collect payments. That’s the core job, and it matters. But your billing data tells you far more than how much to charge this month. It tells you which customers are growing, which are shrinking, where you’re leaking revenue, and where your next opportunity lies.

SAFE includes built-in KPIs and reports that turn your billing data into business intelligence. Here’s how to use them.

Why Data-Driven Decisions Matter

Gut instinct is fine for small decisions. But when you’re managing a growing customer base, you need numbers. Consider these questions:

• Is your average revenue per customer going up or down?
• Which customers are quietly reducing their line count?
• Are your payment collection rates improving or declining?
• Is a particular product or service driving growth?

Without data, you’re guessing. With the right reports, you’re making informed decisions. SAFE’s reporting suite gives you the tools to answer these questions every month.

Customer KPIs

Your customers are your business. The customer KPIs in SAFE track the metrics that matter most:

Customer Count and Churn

• Total active customers -is your base growing or shrinking?
• New customers added -how many are joining each month?
• Customers lost -how many are leaving, and is that rate changing?
• Net change -the simple sum that tells you whether you’re heading in the right direction

A steady customer count might look fine, but if you’re adding 5 and losing 4 each month, you’re treading water. The KPIs make this visible.

Revenue Per Customer

• Average invoice value -what’s the typical customer worth each month?
• Revenue distribution -are you dependent on a few large customers, or is revenue spread evenly?

If your average drops, dig into why. It might be price pressure, customers reducing services, or a wave of small customers diluting the average. Each cause needs a different response.

Invoice KPIs

The invoice KPIs focus on the financial side:

• Total invoiced -your headline revenue figure
• Average invoice value -trend this monthly to spot shifts
• Outstanding invoices -how much is owed and for how long
• Payment success rate -what percentage of collections succeed first time

Pay particular attention to outstanding amounts. If your aged debt is growing, something needs to change -whether that’s chasing specific customers, switching payment methods, or reviewing your terms.

The invoices report gives you a detailed breakdown when you need to drill into the numbers.

Number and Feature KPIs

These metrics track the size of your operational footprint:

Number KPIs

The number KPIs show:

• Total numbers under management -a proxy for the size of your business
• Numbers added and removed -are you growing or contracting?
• Numbers per customer -useful for spotting upsell opportunities

A customer whose line count is growing is a happy customer. A customer quietly reducing lines may be preparing to leave.

Feature KPIs

The feature KPIs track adoption of value-added services:

• Feature take-up rates -what percentage of customers use call recording, voicemail, etc.?
• Feature revenue -how much are value-added services contributing to your bottom line?
• Growth trends -which features are gaining traction?

Low take-up of a profitable feature is an opportunity. If only 15% of your customers use call recording but it carries good margins, a targeted promotion could boost revenue without winning a single new customer.

Pre-Billing and Post-Billing Reports

Beyond KPIs, SAFE generates detailed reports at each stage of the billing cycle:

Pre-Billing Reports

Run these before your billing cycle to catch problems early:

• Customers missing tariff assignments
• Numbers not linked to accounts
• Unusual usage patterns that might indicate errors

Post-Billing Reports

Run these after billing to understand what happened:

• Revenue breakdown by charge type
• Comparison with previous periods
• Error rates and unrated calls
• Collection forecasts based on payment methods

Together, these reports give you a complete picture of each billing cycle’s health. Reviewing them monthly takes minutes but can flag issues worth thousands.

Spotting Revenue Leakage

Revenue leakage means money you should be collecting but aren’t. Common causes include:

• Unrated calls -CDRs that didn’t match a customer or tariff, so they were never billed
• Missing recurring charges -a customer has call recording enabled but no charge set up for it
• Stale pricing -your wholesale costs increased but you haven’t updated retail tariffs
• Uncollected payments -invoices that were sent but never chased

SAFE’s reports help you find each of these. Make it a habit to check for unrated calls after every CDR processing run. Review your recurring billing charges quarterly against what’s actually provisioned. Track payment collection rates monthly.

Even a 2% improvement in revenue leakage can make a meaningful difference to your annual profit.

Building a Monthly Review Habit

The reports are only useful if you actually look at them. Here’s a practical monthly review routine:

Week 1: Post-Billing Review (15 minutes)

• Check total invoiced versus last month
• Review error rates and unrated calls
• Note any customers with unusually high or low invoices

Week 2: Customer Health Check (20 minutes)

• Review customer KPIs for churn trends
• Identify customers with declining line counts
• Spot new customers that need onboarding attention

Week 3: Revenue Opportunity Scan (15 minutes)

• Check feature adoption rates for upsell opportunities
• Review average revenue per customer by segment
• Identify customers on old tariffs who could be migrated

Week 4: Cash Flow Review (10 minutes)

• Check outstanding invoices and aged debt
• Review payment collection success rates
• Flag any customers consistently paying late

An hour a month reviewing your data is a small investment. The insights you gain help you retain customers, increase revenue, and spot problems before they grow.

Getting Started with Reports

If you haven’t explored SAFE’s reporting features yet, the reports overview is a good place to start. For a broader view of how reporting fits into the platform, see our how it works page.

Your billing data is one of your most valuable business assets. Start using it.