Why Call Intelligence is Important for Marketers

November 11, 2017 | Marija Sekularac

Hitting the phones is one of the biggest ways to drive business. 5 billion people in the world have a mobile phone – that’s two-thirds of the people on the planet – and most of them like to talk. “Customers have been found to respond better to the human touch than to some other form such as digital marketing,” explains Call Center Outsourcing Consultant Russell Meisman. “Sixty-eight percent of B2B sales were found to involve some form of human interaction such as telemarketing.” However, Meisman is quick to note that it also takes an average of 80 calls to make a breakthrough.

What if you can skew the odds in your favor just a bit more? You can use call intelligence – data gathered from previous phone calls. This data will allow you to personalize the buyer experience for repeat calls and identify more qualified leads. This strategy can improve your paid campaigns, help you attract new customers and give your teams an edge in closing deals. In other words, understanding call intelligence can help you drive revenue.

Here’s why call intelligence is important for marketers:

Call Tracking

The first opportunity that call intelligence affords marketers is analyzing effectiveness through call tracking. This technology can look at the pages your would-be customers looked at before they call you, the ads on which they clicked and the sites they visited. That information is then paired with the subject of the call and its outcome. Marketers can use this information to see exactly where their marketing efforts are driving interests.  Along with information on which ads get the most clicks and what characteristics those ads share.

Revenue Drivers

Call tracking and call intelligence can also help to identify revenue drivers. The technology is perfect for measuring how successful the campaigns are. Data will identify which campaign drove the most sales and which products or services get the most traction. If a particular product line is disproportionately responsible for phone call volume, it might be an area in which your company should further develop. A revenue driver with the opportunity for business expansion or create media to answer common questions. 

Relative Performance

National campaigns can be tracked and allocated to various branches or a small company that needs to understand their customer journey. Call tracking helps your marketing department accomplish those things. It can illustrate the source of calls so you can clearly see what made a person pick up the phone. For instance, was it the ad for which you paid $1 per click or a blog post with your contact information that went viral? You can also see whether your marketing campaigns had a direct impact. Companies may find that the bulk of their business comes from prospecting and inbound sources as opposed to cold calling.  Other companies will experience the reverse. Call intelligence helps you track relative performance. In turn, marketers can use the information to develop better, more effective campaigns – earning you more revenue in return.

Call intelligence is a valuable tool for growing your business. It clarifies which efforts are producing the biggest impact and which are earning you a poor return on investment (ROI). Get your free trial with Retreaver and help your company generate more qualified leads and better serve those people who do call in.

Are bad caller experiences costing you?

November 3, 2017 | Marija Sekularac

Are bad caller experiences costing your company money? For many businesses this just is not an option. However, it’s very common. In today’s digitally connected world, consumers form their opinions about companies from the small bits of communication they have with the company. Phone calls are one of them. Just one negative experience creates a bad first impression and a lasting poor reputation. But, there are steps you can take to minimize it. It starts with understanding what’s happening on the phone.

What’s happening on those calls?

Organizations need to have a way to manage caller experiences. When mistakes are made here, it costs companies money. You cannot spend a lot of time on the phone listening to your customer service reps. And you do not have the funds to hire someone to manage them. You don’t have to take that step, though. With the investment in tools such as call tracking, it is possible to reduce much of this unknown factor.

When you use call tracking and call routing tools, you streamline the way people communicate and you track them. It gives you an inside look at the customer journey. Without a tool like this, there is no way to know why your customer didn’t come back for a second purchase or wrote that poor review. It’s common that companies will never hear from the customers that are more likely to be loyal but have a bad experience and never return. Yet, with all tracking software, your customer experience becomes clear and easily tracked.

You can see when poor experiences are impacting your customers.

Was the representative too harsh?

Did they not communicate key information?

Did they fail to gather information that can help you avoid future instances like this?

All of this contributes not only to improving customer service but also to building your business and creating repeat, loyal customers.

What happens when you manage the caller journey?

Information is invaluable to companies. With the use of call tracking, it becomes possible to look inside the caller journey so that you can make changes going forward. Here are some ways this can directly impact your company’s profitability.

  1. You can track marketing campaigns more effectively. And, you can do this throughout all channels. You know why someone is calling, how they made the decision to call, and what marketing efforts led them to that point.
  2. You can monitor not just where they come from but also where they are going. For example, you can determine how many people call and then end up purchasing after a good customer experience. How many don’t?
  3. You can provide more personalized customer service to your clients. This can help to increase your brand awareness and help your business to scale. It is all about providing personalized attention to consumers. Providing this level of interaction helps you build a better brand image.
  4. You can train your sales agents more effectively. This includes retraining those that may be making mistakes and tapping into calls to use for training of new employees. You can use the data points from these calls to give you an idea of what your employees need from you.

These are just a handful of the ways you can enhance the caller journey with an effective call tracking system in place. Not implementing this will cost you customers and money because there is no other way to know why your customers are not purchasing. An inexpensive, highly effective tool like this boosts customer experience and gives your company the support it needs to grow and compete on a more efficient level.  To get started today, visit try.retreaver.com!

7 Ways to Improve Your Customer Success Using Call Tracking

October 27, 2017 | Marija Sekularac

Customers contact businesses in innovative ways these days: through social media, on websites and some even order products and services through texting. Whether they’re using their home phones, cell phones or through VoIP technology many people still choose to call businesses. Tracking all customer phone calls improves the way companies serve customers and can increase customer success. Here’s how and why every company should consider call tracking to improve customer success:

1. Route Calls Intelligently

Nothing can turn a merely unhappy customer into an irate one faster than getting sent to the wrong person. The same goes for a potential customer who can’t reach the department or person who can answer their questions. Call tracking can solve this problem by routing calls based on caller segmentation, pre-lead qualification or a variety of other defined factors.

2. Measure Call Length, Conversion Rates and Other Crucial Business Stats

A good call tracking system gives companies statistics on how many numbers are dialed, hold times and the length of the call. Companies determine the lifetime value of customers by tying in statistics like conversion rates.  Analyzing how the call was initiated and where the lead started.

3. Gain Critical Knowledge of the Caller’s Current Context

Key caller data is important to both sales and customer relationship management. Call tracking that links the context of the call to factors like time of day, social media activity and past customer experience.  Allowing companies to have information they need to serve callers quickly and more efficiently.

4. Personalize Customer Support

Call tracking makes tracking the customer journey even easier. Dynamic phone numbers across web pages can tag and track the user throughout their journey.  Providing personalized support, by routing calls based on multiple factors such as ad campaigns, troubleshooting or customer feedback after purchase.

5. Create Dynamic Phone Numbers to Track ROI

Dynamic phone numbers can do more than just customize support. They can also track those same metrics and attribute them back to each user and original click.  Allowing companies to have the ability to test ad efficiency ROI. Other variables of call initiation can be identified by linking individual numbers to social media campaigns, billboards, etc.

6. Optimize Social Media Ads and Marketing

According to Google, almost half (47%) of people who search for a brand using a mobile device will keep searching if they don’t see a phone number in an ad. Google found in an independent study that 70% of customers use “click to call” in ad campaigns to reach companies. Call tracking that includes dynamic phone numbers suited to target demographics by content, channel, ad set, language or anything else optimizes marketing and customer success.

7. Automatically Resolve Customer Service Issues

Companies can also keep customers happy by integrating call tracking technology with social media management tools. By creating dynamic numbers for specific customer issues, those calls can be immediately routed to an existing resource qualified to deal specifically with the issue for quick resolutions. The resulting stats can then be used for further training, product or service development.

Talking to a real live person will never go out of style.

Try Retreaver call tracking solution today to improve customer success across every business channel, one call at a time.

 

Source List:
Adrian Swiscoe. How to Make Phone Conversations with Customers Better.
https://www.forbes.com/sites/adrianswinscoe/2017/03/03/how-to-make-phone-conversations-with-customers-better/#4325fafe68cd
Forbes. Seven Important Features to Look For In Marketing Software.
https://www.forbes.com/sites/forbesagencycouncil/2017/05/08/seven-important-features-to-look-for-in-marketing-software/#5cc5c3a06b86
Think with Google. The Role of Click to Call in the Path to Purchase.
https://www.thinkwithgoogle.com/consumer-insights/click-to-call/
Call Tracking Helps Digital Marketers

3 Things Missing in Your Digital Marketing Campaign HINT: Call Tracking

October 11, 2017 | Marija Sekularac

Why call tracking? Your digital marketing campaign is smart and responsive. You’ve geared it for your mobile users, because you know 60 percent of your customers are accessing your site. Your customers can call you from your site with a tap of their finger, and you’ve made conversion as easy and appealing as possible. But you’re still missing something in your digital marketing campaign. 

Does your customer offline experience match the online experience that you’ve honed so well? Do you know which channels and ads your customers are responding to the best?

With call tracking, the answer to these questions is yes. Adding call tracking to your digital marketing strategy lifts your marketing campaigns to a new level. Take a look at three reasons why:

 

1. Call Tracking Enables A/B Testing In Campaigns

A/B testing lets you know which elements of your ads and marketing are connecting with customers. It tells you how to adjust your ads for better performance. Call tracking is a primary tool in providing the data you need to make these adjustments.

Use call tracking to make constant modifications in your content and layout. As you run one marketing page connected to a unique phone number, you can make a small change — change the color of the click-to-call button, or add an emotional photo to the copy, for instance — and connect that to another unique phone number.

Each change helps you hone and optimize your marketing efforts. You know exactly what’s working, and you have the data to back it up. No more stumbling in the dark and guessing how to connect to your customers. With call tracking, you have the answers you need.

 

2. Call Tracking Enhances Customer Experience

Every time your customer is put on hold or transferred to another agent or department, you take a 20 percent risk that the customer will hang up. Not only do you lose that particular conversion, but you also run the risks of losing that customer forever and even having them spread poor word-of-mouth about their experience with your organization.

Call tracking helps put an end to the frustration and annoyance your customers can feel when their calls are endlessly re-routed, and they have to repeat their information over and over.

With call tracking, you can route calls to the correct department instantly based on the geographic information provided by caller ID. You can send repeat customers to agents they’ve dealt with before, or you can tie their calls with the data you already have about customers from your online contacts with them. Customer experience is enhanced because you do away with hold time, re-routing, and endless menus, and customer satisfaction goes up.

 

3. Call Tracking Provides Data on Ad Performance

Get the granular data you need to understand how your ads are performing with call tracking. By tracking keywords, you can know which ads, which keywords, and which of your overall campaigns are converting. You’ll know which ads and keywords generated calls, and you can match conversions to ads to understand what your customers are responding to.

Integrating your ads with tools like Google AdWords paired with call tracking lets you follow each unique visitor’s interaction with your site, gathering the level of data you need. Now you have the data you need to pull underperforming ads and put your marketing budget to better use.

Find out more about how call tracking can benefit your marketing campaigns today, visit try.retreaver.com.

Our Thoughts on Google’s Report: The Role of Click to Call In the Path to Purchase

October 6, 2017 | Marija Sekularac

Source: The Role of Click to Call In the Path to Purchase

The importance of providing consumers an easy way to call your business remains crucial in the age of mobile search. While marketing feels like it’s moving away from phone call call-to-actions, often this is due to a perception that attributing conversions to the calls is hard. In “The Role of Click to Call In the Path to Purchase” Google shows with data why calls are still an important part of your marketing mix, and with call tracking, companies are able to:

  • analyze which marketing campaigns drove the highest calls which resulted in sales
  • understand the online to offline customer journey and when the purchase was made
  • view stats on your highest and lowest performing salespeople and understand which keywords are closing transactions

In the Google / Ipsus-Reid survey of 3,000 mobile searchers who recently made purchases, the role that click to call played in their purchase process was analyzed, with insights delivered such as:

  • 70% of mobile searchers have used click to call to connect with a business directly from the search engine results page
  • 47% of mobile searchers say that if a business does not have a phone number associated with their search results, they will be more likely to explore other brands
  • 61% of mobile searchers state that click to call is most important in the purchase phase of the shopping process

Need more information about why calls are as important as ever? Read the full article here. Need more insight into how call tracking helps you align phone calls to your multi-channel marketing efforts and tracking? Get in touch here.

Budget Season: Why Marketers Need to Make Room For Call Tracking in Their Budget

October 3, 2017 | Marija Sekularac

When customers approach your business online, you can capture their information easily. You can even use analytics to hone your marketing campaign based on the data you gather. But what do you do with customers who call your business? They’re probably even further along in the conversion process than visitors to your website, but their information — including their needs and how they found you — seem to be out of reach.

The answer is call tracking.

What Is Call Tracking?

With call tracking, each of your marketing campaigns is assigned a different phone number. You can assign numbers to both online and offline campaigns. Your customers call those separate numbers, which all forward to your main business number so they don’t require separate staff for answering.

Call tracking lets you compare the phone traffic that comes in on each dedicated line to determine how your marketing strategies stack up against each other. You can also gather actionable information on individual calls, aggregating the data to help determine the effectiveness of your marketing campaigns.

Benefits of Call Tracking for Your Business

Call tracking is vital to marketing campaigns. It’s not difficult to add to your marketing strategies, and it can even help improve customer experience. Take a look at some of the top benefits of call tracking:

Monitor Your Current Marketing Campaigns

Through call tracking, you can monitor the success of your ads and marketing. A/B testing is easy to check and quantify, since you can measure factors including time of calls, length of calls, location of calls, volume of calls and that all-important metric, conversion rate.

Keep an Eye on Your SEO and Keywords

Yes, you can monitor keywords even from phone calls. More than ever, your customers are calling from mobile devices and starting from landing pages, Google call extensions, and other trackable starting points. Call tracking can capture and tally this data.

Evaluation of your Sales and Marketing Teams

You know those recordings that say “This call may be recorded for quality assurance”? That call recording can be part of a call tracking program that provides you the data you need to understand how your individual employees are performing. You can also use the data to tweak the questions that your sales teams are asking, since you’ll know what approaches are closing sales. In addition, this data is invaluable when designing training programs for new sales and marketing employees.

Improved Customer Experience

Use your call tracking to route calls to the appropriate agent or department quickly. As part of this, call tracking can populate the appropriate data to the sales or customer service agent, speeding up the process of helping your customer. Your employees are then empowered to provide personalized customer service aimed precisely at meeting the customer’s needs. As a result, you end up with a happy customer.

Evaluation of Advertising and Marketing Channels

Where are you running ads? Are you spreading your ad budget across online venues, social media, newspaper, radio and even local TV? By using call tracking, you can track which channels are producing conversions and which are lagging behind. That data helps you allocate your marketing budget wisely, so you put effort and dollars in the most productive places.

Call tracking is a valuable tool that can help you optimize your marketing efforts. Best of all, it doesn’t affect what you’re already doing; it just provides the marketing analytics you need to increase conversions and sales.  To get started visit try.retreaver.com