A missed enquiry is any call, message or form that did not get a useful reply in time. That includes the call that rang out during lunch, the WhatsApp message sent at 9 pm that was answered the next afternoon, and the form that sat in an inbox nobody checked over the weekend. Only you know how often that happens, so the slider asks for your honest estimate.
If you are unsure, measure. For two weeks, write down every call you did not pick up and every message that waited more than a few hours. That count is far more useful than a guess, and it is the only number here worth spending time on.
The calculator assumes every missed enquiry would have been treated like an answered one. They would not. Some people were only asking the price, some were comparing five shops, and some would have called back anyway. So read the result as the upper edge of what could be at stake.
That is why we show a quarter and a half as well. If you could realistically answer a quarter of the enquiries you now miss, the second figure is the more sensible one to plan around.
For a clinic, the value of one customer is the revenue from a new patient, and the repeat visits box lets you count follow-ups across the year. For a shop, it is usually the value of one order, and repeat visits can stand for how often a customer comes back.
Be conservative with the share of answered enquiries that become a paying customer. Use your real booking or order rate from the last few months, not the best week you have had.
If the figure is small, you have your answer and can move on. If it is large, the first fixes are usually cheap: a missed-call text back, a second person on the phone at peak hours, clear WhatsApp opening times, and a reply on every message within the working day.
When enquiries arrive faster than people can answer them, an automated first reply on WhatsApp can acknowledge each one, answer the common questions and hand real bookings to your team. It does not replace your staff, and it is worth testing against your two-week count before you spend anything.
