Insights & Resources3 min read

6 Tips: Choosing the Right Carrier for Your Call Tracking Application

Your voice carrier can either limit your capabilities, or empower you to innovate.

Pete Christianson
Call Tracking eBook: 6 tips to help you choose the right carrier for your call tracking application
Many of the features that make your call tracking software indispensable, not to mention market competitive, depend on certain carrier capabilities. Your voice carrier can either limit what you can do with your application, or empower you to innovate.
Here are our tips for selecting the right carrier to power your call tracking application:

Your provider needs to be a true carrier.

One of the biggest concerns for businesses is voice reliability. Adding a call tracking application to their stack means adding an additional point of failure and additional security concerns.
A true carrier like Telnyx owns and operates its own private network. That means that your calls never connect through third-party networks or public internet connections. And, a true carrier can keep call data encrypted from end to end. So, you can assure your users that their calls will never be dropped because of your call tracking application. And your software will never be blamed for a security breach that was outside of your control.

Integration and migration should be easy.

Migrating to (or away from) your carrier should be simple. That way, when you migrate to your new carrier, it won’t disrupt service for your existing users.
And, an easy migration and integration process keeps your carrier honest. It’s easy for a carrier to raise their rates or burden you with hidden costs — like pay-walled customer support — if the process of porting your numbers and moving to a new carrier is so difficult and disruptive that you can’t leave.
On the other hand, a provider that makes it easy to switch carriers must provide outstanding service to retain their clients, rather than holding them hostage.

Your carrier needs to have a large inventory of phone numbers.

You already know that dynamic number insertion is necessary for tracking marketing campaigns and accurate attribution.
So, you also know that your carrier needs to have a lot of phone numbers. That way, you can offer sequential, vanity, local, and international numbers to your users.
If your provider is a true carrier, this shouldn’t be an issue. An interconnected VoIP carrier will have access to a massive selection of phone numbers. For instance, Telnyx offers phone numbers in over 60 countries. With that many numbers, you’ll never lose clients because you don’t have the phone numbers they want.

Your carrier needs to support real-time media streaming.

Features like sentiment analysis and conversational AI require real-time media streaming. If your carrier network isn’t capable of reliable real-time media streaming, you simply can’t add many differentiating features to your app.

Granular control is mandatory.

Your application must be able to control call flows to intelligently route calls. It’s common for communications providers to use APIs that rely on HTTP callbacks. This can add latency and limit how much control you have over call routing.
The best carriers will offer an API that is capable of simultaneous bidirectional data transmission. This enables your application to interactively control call flows and call routing without compromising reliability or increasing latency. If your carrier doesn’t give you complete control, it will be far more difficult for your application to route calls or deploy conversational AI.

You must be able to store and access call data in real time.

Your application needs to be capable of storing and accessing data in real time. Otherwise, your users won’t be able to use their call tracking data while they’re on a call for faster, more effective decision making.
If your carrier has latency or reliability issues, accessing and using call data in real time simply isn’t possible. So, you won’t be able to offer real-time intelligence to your users.
This comes back to ensuring that your provider is a true carrier. A carrier that has complete control over their network can ensure that calls are always connected through the lowest latency, most reliable connections. That way, you can offer advanced, performance intensive features.

Ultimately, the carrier you choose determines which features you can implement, and how well you can implement them. In turn, the features you include in your application determines if your software is an indispensible, all-in-one solution.
Choose your carrier wisely, so you can make your call tracking application a must-have for today’s marketing. Read the eBook to learn about best practices for a modern call tracking application.
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