Why Call Intelligence is Important for Marketers

November 11, 2017 | Jason Kay

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 | Jason Kay

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!