Why is Call Tracking Important?
Call tracking helps businesses to know how their callers found them. It’s a valuable tool for companies to gather data on what marketing campaigns are driving the most inbound sales calls, when call volumes are the highest, how many calls are being missed, and many other valuable marketing insights. While many businesses implement some form of basic call tracking to guide their sales and marketing efforts, leveraging the right voice API to programmatically control calls can unlock a range of lucrative improvements in call tracking and beyond.
How Can Voice APIs Make Call Tracking Applications More Effective?
By controlling calls programmatically through a voice API, businesses can automate how inbound calls are handled and enhance their call tracking application with richer data.
Simplifying tracking with an automated notification system
The foundation of any call tracking system involves assigning unique phone numbers to each channel in your marketing campaigns and collecting data associated with calls received to each of these numbers. Data points like the number from which the call was received, the duration of the call, and the result of the call all combine to paint a picture of how the channel in question is performing.
With the right voice API, collecting and storing this data is trivial. Programmatic call control allows you to notify your call tracking application in real-time when a call is received, and pass data about the call to your application for further analysis and attribution.
Enriching your tracking data with number lookup tools
Knowing the originating number (the number from which calls are received to your sales line) is a powerful tracking tool. But it’s even more powerful when you can associate that number with additional data about the caller. Using number lookup tools, you can add valuable data from real-time, verified telephony databases to the data you pass into your call tracking app, including the caller’s name and the city or state in which the number is registered.
Accessing call media and recordings for intelligent analytics
The most advanced call tracking systems can not only track the volume and source of calls - they can analyze recordings of the calls themselves for sentiment and keywords so that you know how the call actually went and what was discussed.
The first step in making this happen is gaining easy access to call media programmatically. With a good voice API, you can access high-quality call recordings programmatically and on-demand, with unlimited free storage.
How Can Voice APIs Help Your Business Better Handle Inbound Calls?
Aside from feeding rich, granular data to your call tracking application, your voice API can boost other aspects of your inbound call handling too.
Building better call menus
Voice APIs enables software to detect when calls are initiated, answered, transferred, hung up, or when customers give input via dial tones (DTMF). It’s this last capability that allows call centers to build sophisticated menus and have inbound callers specify exactly why they’re calling and provide relevant information before ever speaking to an agent. These menus are known as interactive voice response (IVR) systems, and they’re incredibly easy to build with programmatic call control.
The right voice API provider will even provide step-by-step guides for building IVRs in programming languages like Node, Ruby, and Python.
Routing calls to the right agent
The number lookup tools mentioned above aren’t just useful for feeding better data into your call tracking application - they can also help your call center intelligently route calls to the right agent based on who’s calling. For example, suppose a customer has called before, and your call tracking system has logged that they spoke to a specific agent. In that case, your voice API can route the call directly to that agent, let them know who’s calling, and even display data about their last call, so the agent has full customer context.
If you’re curious about what the right voice API can do for you, check out Call Control, the voice API built by Telnyx and trusted by developers worldwide.
To learn more about how intelligent inbound call processing can transform your sales and marketing efficiency, talk to our experts today.
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