What the predefined KPIs could not capture
Adversus ships with a set of standard KPIs built directly from what customers have asked for over the years: hit rate, contact volume, talk time, invalid rates, and a range of other metrics that cover the needs of most outbound operations. For the majority of teams, those predefined options are more than enough, with the platform's KPI builder already allowing significant customization through combinations of existing metrics.
Psykiatrifonden's situation was more complicated. Running multiple campaigns simultaneously, each with different conversion expectations and donor profiles, meant a simple hit-rate comparison between agents was essentially meaningless.
The person on warmer leads would almost always outperform the person on a colder campaign, and showing those two numbers side by side on the same leaderboard taught agents nothing useful while quietly demoralizing everyone not on the warmest campaign.
What Psykiatrifonden needed was a composite performance index that combined different parameters into a single score based on the same logic you find in a spreadsheet.
Each agent could then be benchmarked against their own campaign target, allowing someone with one sale and someone with sixteen to be evaluated on equal terms if the underlying data supported it.
A deal built on a single condition
When Adversus came into the picture, Mikkel made his position clear from the start: he would sign if Adversus could build the engine behind a scoreboard that worked the way he needed it to, not eventually, but as part of the agreement. Adversus agreed, and the collaboration that followed resulted in JerryScript, a script editor built directly into the Adversus platform.
Most dialers, in Mikkel's experience, are not built by people who understand what actually happens on a calling floor.
“You quickly get very irritated hearing supposedly clever people pontificating about something they know absolutely nothing about” Mikkel Kaas-Mørch says
That made the Adversus conversation stand out. Rather than arriving with a fixed roadmap and a polished explanation of why what they had already built was what Psykiatrifonden needed, they listened.
"I didn't need the most advanced dialer on paper," Mikkel Kaas-Mørch says. "I needed one that would listen to what we actually required and build it."
Flexibility by design: how JerryScript works
JerryScript is Adversus's answer to the gap between predefined KPIs and the more complex calculations that some operations need: a script editor built into the platform that lets users compose advanced formulas by picking from existing KPIs in a dropdown menu and writing their own commands around them.
For anyone who has worked with Excel formulas, the approach will feel immediately familiar: you are combining known data points with your own logic to produce a result you define.
The difference from a spreadsheet is where the output lives. Rather than exporting data, building a formula externally, and then trying to make the results visible to agents in some other format, JerryScript lets you do all of that inside Adversus. The composite score sits in the same dashboard the agent is already looking at, updating in real time, alongside the standard metrics it was built from.
For Psykiatrifonden, this meant being able to weight every parameter that mattered to their definition of good performance and surface a single, legible number for each agent.
What the output gives agents is a clear view of where they stand and, critically, what is pulling that number in the wrong direction.
The numbers that shifted behavior
Overall performance at Psykiatrifonden increased by around 20 percent after the feature went live, and the mechanism behind that improvement is worth understanding. Before the scoreboard, agents focused almost entirely on their sales count, because it was the only number readily available to them. The problem with sales count as a primary signal is that it is a lagging indicator: by the time you know you have had a poor day, there is nothing left to do about it.
“There is nothing more frustrating than sitting there as an agent and missing data points to figure out what you are doing wrong. If you do not have the data to give you a pointer and tell you where to look, it is incredibly hard to improve” Mikkel Kaas-Mørch says.
Giving agents that visibility created a feedback loop that did not require any management intervention to sustain itself. When agents can see their own pause time relative to what is expected and relative to their colleagues, in real time and without having to ask anyone for the data, the conversation that would previously require a team leader to initiate simply happens on its own, and the system becomes self-correcting.
The dashboard configuration reinforced this further. Adversus allows daily and monthly performance views to run simultaneously on screen, giving agents context that a single shift number cannot provide. Someone who had a rough Tuesday could still see that across the whole month they were comfortably above target, which changed how much those bad days actually cost in terms of motivation and retention.
Before the scoreboard, even the best fundraisers often rated their own performance lower than the data suggested, because difficult shifts stood out more than strong ones.
"People remember the bad shifts better than the good ones," Mikkel says. "We needed to show them the full picture."
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