Managing Data When Calls Start (Step 3/7)

September 18, 2018 | Jason Kay

The first real moment to use the data about the call, about your caller and from your customer databases is when the number is dialled by your caller. At this moment when the call starts, it is an event that can be tracked, and it is a great time to exchange data between your call and your contact databases. Use the data you capture to outline a personalized journey for the caller right through to the agent best-matched to their need at that time.

How to use the When a Call Starts section of the Caller Journey Worksheet

When any call starts, there is a trove of related data that can be made available for your caller journey:

It’s also a great time to update your other marketing and customer systems with information about the call and the caller that may benefit from information about a newly initiated inbound call. For example:

  • Lead tracking services: Send the “click”, identify the affiliate, source, offer, location of lead.
  • Analytics & reporting: Send the event “call dialed”, track the source, the city, segment.
  • Customer databases: Log the activity (“inbound phone call”) and contact details against the contact profile for known contacts, or create a new record for sales to follow up with.
  • Marketing automation: Enroll the contact in workflows or add them to lists.

All of these details are entered into the Caller Journey Worksheet under the section called When a Call Starts:

Add data to call from

Use this section to identify the sources and systems that contain the data you need for your caller journey, and note the data properties that need to be added to your call from each. Be sure to consider the data needed for agent matching, for reporting, and for automations you may trigger later in the journey.

Send call data to

Where does call information need to be sent? Who needs to have call context information and call data to do their job better?

Update these analytics

Identify the reporting and dashboard solutions that you need to update and identify the metrics that need to be aggregated in you your reports.

Data enables you to analyze and improve caller journeys and to calculate ROI. Remember to start using and capturing data in your caller journeys from the moment the call starts.

Next: Selecting & connecting Agents

Retreaver is a call tagging, tracking and routing service that enables marketers to do more with customer data on their inbound phone calls from the moment every number is dialed. To learn more visit retreaver.com or call us at 1-866-834-4880.

Identifying Call Sources to track (Step 2/7)

September 17, 2018 | Jason Kay

Calls that come into your organization will come from all kinds of sources – online, offline, business partners. It’s important that each of these are considered when designing your caller journey. What will the caller’s mood be? Will they have already started a conversation and be looking to continue it on the phone? What is the likely context in which they would be viewing one source versus another when they call?

 

When thinking about call source tracking for your caller journeys, it’s tempting to say “let’s just track everything”. However, if your journey is for a marketing campaign, the sources may just be the activities you are spending money and effort on to drive traffic to your sales team.  If it’s a sales effort, focus on the fact that leads are coming from email signatures, contact forms, or perhaps voicemails left behind. Marketers and agencies spend a lot of time tracking their efforts and spend, but when the resulting action by the prospect is a phone call – it’s important to identify and track where that call came from.

How to use the Call Sources section of the Caller Journey Worksheet

Call sources are any of the places that phone numbers are presented to allow your contacts, prospects and customers to call you and are the partners and systems that may transfer calls to your organization. Calls are initiated either by a person dialing the number or by a programmatic trigger from an action online. Consider all the sources that will lead to calls into your caller journey as you work through this section:

Online Sources

List the digital sources that are presented in tandem with HTML you have control over: Web pages, landing pages, mobile pages and apps, chatbots, AI bots. Online sources enable you to go deeper with both data integrations, and with following callers across your multiple channels before they get on the phone. Online allows you to display phone numbers to your contacts or enable calls to be initiated by a call-to-action such as a button (often referred to as click-to-call).

Add the relevant online sources that drive phone calls into the caller journey. Be sure to note how the source will trigger the call. For example, will it be a number that is dialed or will an interaction on your website trigger the call. Examples of Online Sources include: 

  • Web pages (include domain) + number in banner
  • Mobile pages + Button to “call now”
  • Landing pages (and which ads are they coming from ads or efforts are they coming from)
  • White-paper download form – call when they submit a form

Offline

Offline sources are those that do not have the ability to interact with your phone numbers. Traditionally these are the numbers you see presented on direct mail, signage, and business cards. Offline, in the caller journey sense, may also be digital in those scenarios where you have no control over the placed number when it’s presented to a contact. Email signatures, newsletters, online ads with a phone number as a call to action (vs landing page).  All these may trigger different experiences in your caller journeys as well, so be sure to think about where callers should find your number across your offline channels.

Transfer

If you work with partners or affiliates who send you leads, be sure to include these as call sources. They too can provide data and insight into your caller’s journey.

Other

New channels, apps, and services are being released every day into the Martech Landscape. Add any other channels driving calls into your campaign so they are considered in the following on stages of your Caller Journey planning.

Great work capturing all the sources of your calls, next let’s look at how data needs to flow from, and onto, calls when contacts dial in.

Next: Managing Data when the Call Starts

Retreaver is a call tagging, tracking and routing service that enables marketers to do more with customer data on their phone calls and track all the online and offline sources they use. To learn more visit retreaver.com or call us at 1-866-834-4880.

Setting Goals for Caller Journeys (Step 1/7)

| Jason Kay

The first step in creating your Caller Journey is to define the goal. Like any business activity, try to make your goals SMART, and consider whether it is:

  • Specific: What does the caller journey need to accomplish? Why is it important?
  • Measurable: How will the specific result be quantified? How will you confirm that the journey is a success?
  • Achievable: Do you have access to all external data and tools you need to execute the journey and measure those results?
  • Relevant: Does it align with the goals of your Customer Experience (CX)? Who is the Caller Journey appropriate for?
  • Time-bound: What is the target date for having the Caller Journey accomplish the goal?

How to use the Goal section of the Caller Journey Worksheet

Enter the goal of your Caller Journey into the top of the worksheet.

Write out your goal and then apply the SMART test. If needed modify your goal until you’ve confirmed it satisfies each criteria.

Here are some examples of caller journey goals:

Example Marketing Goal:

Increase conversion rates 10% by end of quarter across my marketing efforts by reducing the time leads who call spend in my IVR, and by providing my agents with better information about callers so they can deliver a more personalized phone-in experience.

  • Specific: Increased conversion rates 10%
  • Measurable: phone calls placed from sources, conversion rates, time callers spend in my IVR, time callers spend connected with agents.
  • Achievable: Yes, I have Retreaver to track and route my calls with data from email campaigns, ads, landing pages, and my direct mailers.
  • Relevant: Yes, one of our customer experience goals is to improve effectiveness and personalize interactions with our brand.
  • Time-bound: by end of quarter.

Example Sales Goal:

Increase demos scheduled by leads who download white papers by 15% by increasing the number of follow up calls that occur within 5 minutes of content download by 30% over the first 100 downloads.

  • Specific: Increase demo scheduled by 15% and increasing the number of lead follow-ups within 5 minutes by 30%.
  • Measurable: demos scheduled (conversion), # of leads connected on the phone within 5 minutes.
  • Achievable: Yes, I have landing pages with content that requires name, email and phone number to access, I have Retreaver to initiate calls to my sales teams and then to the lead.
  • Relevant: Yes, one of our CX goals is to seamlessly integrate our online content with outbound sales channel. This aligns inbound activity with outbound action.
  • Time-bound: The first 100 downloads.

Example Service Goal:

Reduce the average time spent in my IVR by 20% for all callers known to me / in our CRM over the next 6 months.

  • Specific: Reduce IVR time by 20%.
  • Measurable: time in IVR.
  • Achievable: I have CRM data accessible via API and Retreaver to help me leverage it.
  • Relevant: Involves personalizing caller journeys for customers with past interactions, so that supports my CX plans.
  • Time-bound: Over the next 6 months.

Once you set your goal you’re ready to continue designing your new caller journey.

Next: Identifying the Call Sources to track

Retreaver is a call tagging, tracking and routing service that enables marketers to do more with customer data on phone calls to achieve the SMART goals they set out. To learn more visit retreaver.com or call us at 1-866-834-4880.

Designing Inbound Caller Journeys That Integrate with Digital Customer Experiences

| Jason Kay

Many marketers and agencies are familiar with how to create engaging, multi-channel, digital customer experiences. And as digital options for engaging with companies increase, the ability to share data across those channels becomes more critical to offering seamless, easy, frictionless and personalized experiences.

While the world of AI, live-chat, web pages, mobile apps, email and text messaging draw the investment focus of organizations – one channel still remains the most effective and engaging: the inbound phone call.

Source: Verint White Paper – The Digital Tipping Point

Inbound phone calls continue to be a necessary (and for some a new) channel for prospects and customers to communicate with their brands. “When interacting with a chatbot or an intelligent assistant, nearly 3 in 4 consumers want the ability to connect with a live agent.” (Source: Aspect Software – 2017 Customer Experience Index)

Most marketers ignore the human channel for communications in their digital experiences because they do not realize that phone calls provide as much data as any other online channel. Nor do they know how much information can be gathered from offline marketing efforts that deliver calls.

And when you haven’t before had to use call and customer data with inbound calls, it’s hard to know what needs to be considered in the design of complete and effective caller journeys.

It’s why we created the Caller Journey Worksheet as a tool for helping marketers, agencies and operations managers to design effective caller journeys that integrate with their overall customer experiences.

Download the PDF here.

The Caller Journey Worksheet provides a framework for identifying the data, the participants, and the system interactions that should be considered at each stage of your caller’s journey from Call Start to Call Outcome and beyond.

How to use the Caller Journey Worksheet

The Caller Journey Worksheet is a tool for gathering information prior to implementing new caller journeys with your inbound call tracking software.

Generally start working through the worksheet from top to bottom, trying not to limit yourself to the size of the boxes presented – it’s just a framework after all. As you complete later sections, if filling them out triggers new ideas for earlier sections, go back to those sections. This is okay and expected.

The objective of the Caller Journey Worksheet is to provide you with a roadmap for implementing effective Caller Journeys that seamlessly integrate with your overall Customer Experiences.  

Let’s get started with the first step:

Next: Setting the goal of your caller journey

Retreaver is a call tagging, tracking and routing service that enables marketers to do more with customer data on their phone calls. Retreaver has been powering effective caller journeys with data since 2012. To learn more visit retreaver.com or call us at 1-866-834-4880.