Call tracking is valuable for companies that need to track where their calls are coming from, 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 data points.
Call tracking apps can be combined with robust programmatic call control capabilities to automate some aspects of call handling to make the customer service process more efficient and improve customer experiences. Here are a few ways call control can make a call tracking application more resilient and more feature-rich.
Simplify tracking with a backend notification system
Call control is two parts: a set of commands for telling the Telnyx system what to do and a set of webhooks or notifications that Telnyx sends your application.
The core of call tracking is knowing which numbers are being rang from where, what the call consisted of and what are the results following the call. Syncing all the information together reveals insights about all the advertisements and digital locations that those numbers are being used.
With programmatic call control, the tracking component becomes significantly simpler. The application knows exactly the status, duration and many other easily reportable data about every call. The app just has to provide the attribution and user interface.
Pulling the telephony stack out of the call tracking application simplifies development, makes the application more resilient and improves call quality.
Upgrade call menus and inbound routing
Call control enables software to detect when calls are initiated, answered, transferred, hung up, or when customers give input via DTMF. For call tracking apps, call control delivers the required webhook to initiate call data collection.
With the advent of VoIP, it’s easy for companies to provision new numbers that route to the same call center. Using multiple numbers removes the need for many DTMF menus, since the phone number the customer called tells the call center what they are calling about.
From there, call tracking software uses call control to route the call to the correct customer service representative, or play a recording which tells the representative why the customer is calling, all based on which number was originally dialed.
This improves the customer experience because the customer gets immediate access to the right help in a minimum of steps, and the customer service agent is prepared to help them as soon as they pick up the phone.
Building callback queues
The same tandem of call control and call tracking can also be used to gather the number that the customer is calling from. If there is no call center agent available, ordinarily the customer would be added to a queue and put on hold. However, with call control and call tracking, a recording can be played to find out if the customer wishes to be called back at the number they’re calling from. If they select yes, call control is used to end the call, and call tracking software places the callback number in the queue.
Once the call back number reaches a the front of the queue, the software uses call control to automatically place a call to that callback number. This keeps the customer from waiting on hold, and minimizes tasking for call center agents. Companies with extremely high call volumes, like American Airlines, offer this callback functionality. However, it’s also an extremely cost effective alternative to expanding a call center for companies that only need to put customers on hold during peak hours.
A call flow for a typical customer callback looks like this:
- The application receives the call_initiated webhook.
- The system answers with the overflow channel.
- Application sends command to play recorded message to prompt customer to respond via DTMF.
- If customer selects callback, the incoming number is forwarded to call queuing software, which places the number in the queue, and the call is ended.
- The callback number is moved up in the queue based on call_hangup webhooks from the call control system.
- The application initiates the call back command at the right point in the queue.
Building programmatic call control into call tracking apps
Proprietary call control systems can be created, but the easiest method is to find a carrier that provides a call control API. Using an API provides more reliable call control capability, reduces development and app maintenance costs by outsourcing some responsibilities to the carrier, and shortens development times by exploiting the plug-and-play capability of an API.
Telnyx delivers voice, messaging, and more for applications and next-generation communications companies. Telnyx provides programmatic call control through an API that enables apps to reliably control call flows over a global, private IP network. Contact our customer success team to learn more.
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