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Call Tracking: 5 Questions to Ask Your Voice Provider

Call tracking platform developers experience some common frustrations when working with a provider that’s not a true carrier.

Michael Bratschi
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Call tracking platform developers experience some common frustrations when working with a provider that’s not a true carrier. Many providers outsource their services to third parties, which can add unnecessary complexity, raise costs and cause reliability headaches.
When choosing a carrier, it’s important to understand these pitfalls because, at the end of the day, call quality is everything. Your voice provider can make or break your customer experience.
Here are 5 questions you should ask when comparing providers.

1. Are they a true carrier?

Call reliability depends on the quality of the underlying network. Non-carriers tend to focus solely on APIs while relying on middlemen for call delivery and phone numbers. In contrast, true carriers are typically backed by a company-owned network and own their own phone numbers. They tend to have greater control over the end-to-end experience, relying on fewer middlemen. This allows greater reliability, lower costs and more flexibility.
A true carrier will also have better call visibility, which means they can provide greater transparency around issues to get them resolved faster. So instead of spending your time with clients discussing problems, you can focus on higher value conversations like expanding feature sets or providing more robust analytics.

2. Can they provide the (many) numbers you’ll need?

Any call tracking platform needs to support requests for sequential, vanity, local and international numbers. And you’ll need them in bulk to support dynamic number insertion, keyword tracking and endless attribution tests. Working directly with the source, rather than with a reseller, will give you far greater choice and flexibility when choosing area codes and numbers. A carrier with their own large number inventory also means fewer middlemen and markups, which is much more cost-effective as you scale.

3. Do they support real-time features?

Forward-thinking call tracking platforms need the ability to stream high-quality audio, as it allows them to unlock insights that would otherwise be unattainable. Fewer links in the chain mean higher quality call recording and more accurate transcriptions for language and sentiment analysis.

4. Will they provide the flexibility and control you need?

Your provider should enable you to build a call tracking experience that is as sophisticated and responsive as you need it to be. However, many providers use XML-based APIs, which can add latency and limit interactivity. Look for a provider that offers you real-time, granular control over every aspect of your call flows.

5. Are they cost-effective?

Finally, be aware of opaque pricing tactics and hidden costs, as these can have a huge impact on your bottom line. Look out for markups on number prices and pay-walled support. It may seem like a provider is offering you a great rate when they’ve actually structured their billing to charge you a percentage of your monthly bill for support, adding a tax to your bill as you scale.
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