Calls are different touch points with a customer. A detailed post about Calls is here.

Reach is a KPI that measures effectiveness of calls from one perspective. A sales employee might have 100 calls made on a single week. How many customers were reached by the given sales employee in a single week? The employee could have contacted anywhere between 1 to 100 customers during that week.

Reach indicates number of unique customers for the total quantum of calls made during a specific time period. This could be a whole number or percentage based on end-user preferences. If user looks at count of unique customers, it is a numeric value whereas if user looks at unique customers against total pool of customers, it is a percentage value. A simple example illustrates the concept

Sales Employee: Mr. Ram
Total number of Accounts: 50
Number of Calls Made: 40 for the month of March-2016
Number of Accounts Visited/Interacted with: 20
Reach: 20 or 40% for March-2016

Time context is mandatory for analyzing Reach and is measured based on single time frame e.g. Year Till Date or time series trends. Additional dimensions (e.g. Geography, Product Line, Business Unit etc) can be used for slice and dice analysis of data.

Calls and Reach are two KPI’s that are always reported together primarily due to high degree of correlation significance between them.