The explosion in smartphone usage means people are buying over the phone more than ever. Around 162 billion click-to-calls will be made in 2019, and calls are 10-15 times more likely to convert than digital leads. It’s important for businesses to understand what’s driving their inbound calls. Today, Marketing teams use Call Tracking platforms to measure performance across their entire ecosystems, from offline channels like direct mail, out-of-home (OOH) and print to online channels like display, social media and search.
But other than simply tracking calls by channel, how can you use Call Tracking to differentiate your business? Here are five best practice strategies to make sure you stand out from the crowd.
1. Combine online/offline data to paint a full pconversion picture
Marketers today have access to a wealth of information about how their campaigns are performing online, which they track at a granular level. But tracking clicks and online conversions will only ever paint half the picture because it won’t give you a complete view of conversion. Be sure to include offline channels in your Call Tracking strategy — you can include differentiated phone numbers on direct mail pieces based on targeting criteria or segmentation and even track billboards by unique geographic locations.
In today’s world of omnichannel customer experiences, a combined (online and offline) view of data is essential. Not only will this influence the way you profile leads but also the way you target them. By leveraging data across channels, you can make sure you’re sending the right messages at the right time — which means more efficient budget allocation, higher conversions and better ROI.
2. Leverage inbound calls to build best-in-class customer experiences
An inbound caller enters the channel aware, engaged and often with a strong intent to purchase. This presents an incredibly exciting opportunity for businesses to deliver a brilliant experience that also maximizes yield and conversion. There are a number of ways to do this:
Give your agents a heads up about which campaign a customer is calling about to provide immediate context before the call connects. The benefits are plentiful. Not only is the agent is more likely to convert the call, but they’ll also do it faster and with less time spent qualifying the customer. It’ll also increase productivity, with agents working seamlessly across multiple campaigns and delivering a consistent customer experience.
You can easily build and customize your Interactive Voice Response (IVR) menu, with the flexibility to add or tweak features as you gain customer insights. Tailor the experience for customers by providing options based on customer context, such as which number or device the customer is calling from or other variables like location or time of day. Helping customers quickly find what they’re looking for not only delivers a great experience, it’s also more cost effective.
You can use surveys to capture meaningful customer data at no cost. Automatically record and transcribe caller responses, then store them in your CRM database. You can analyze the sentiment and content for customer insights on a whole new level.
Increase conversion with intelligent call routing
Dynamically route your inbound caller to the best qualified and next available agent. It’s easy to create and iterate routing logic that determines where/who answers a call. You can take into account who the customer is, what they’re responding to and any other relevant business conditions. You can even consider using AI or chatbots in certain scenarios — it’s a growing trend that can free up your (human) agents to focus on higher-value interactions.
4. Gain actionable insights from real-time measurement, call data and reporting
Your provider should offer detailed call data, reporting and analysis, which you can use to inform your business decisions. Examples include:
- Record calls to improve transparency around the customer experience. Use recordings for QA, lead scoring, agent training and coaching, compliance or dispute resolution.
- Use sentiment analysis to gain real-time insight into customer feelings to enable better decision making on the fly.
- Analyze live phone conversations to predict conversions.
- Leverage call metadata, transcriptions and sentiment analysis for intelligent lead scoring.
- Use multi-channel attribution reports for a complete view of demand to iterate and optimize marketing activity.
Call Tracking opens up a wealth of new insights to digest, but it’s what you do with them that counts.
5. Choose a cloud-based Call Tracking provider with a private network
When you’re choosing a Call Tracking solution, it’s important to consider all aspects of quality, flexibility, value and service. Here are some key questions you should ask potential network carriers:
Is the provider a true carrier?
Many providers outsource their services to third parties, which adds unnecessary complexity, causes reliability headaches and raises costs. In an industry where call quality is everything, it’s best to choose a carrier with their own private network.
Can they provide the numbers you need?
Your cloud provider should have a large, spam-free number inventory. It’ll give you complete flexibility to provide sequential, vanity, local and international numbers. And you’ll need them in bulk to support dynamic number insertion, keyword tracking and endless attribution tests.
Do they support real-time features?
Your provider should be able to support media streaming in real time. This opens up a world of value-added features like instant call recordings, sentiment analysis and predictive models.
Will you get the granular control you need?
Look for a provider with APIs that allow simultaneous bidirectional data transmission so you can deploy reliable, low-latency, communications in real time with interactive command and control.
Do they offer reporting and analytics?
Voice APIs provide a better way to analyze marketing metrics and extract meaningful insights from your calls. Look for a cloud provider that can store your call data in real time so you can access data instantly for fast, effective decision making.
What does integration/migration look like?
Voice and SMS APIs make it easy to build custom Call Tracking applications or integrate with your existing CRM application. A next-gen provider should make the process of migrating to them just as easy as migrating away from them. In other words, they’ll support your migration without holding you hostage.
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