In early 2017, Marchex commissioned Forrester Consulting to survey how customers who initiate an inbound call during the customer journey perform against those who do not. And while their findings were not entirely surprising based on the work we do here, it can be easy to understand why phone calls may not be the first channel that springs to the mind of a digital marketer.
Forrester Consulting’s report, however, proves why calls are actually your most important channel. Here’s why:
Ads that prompt customers to initiate a phone call see higher engagement.
Marketers in organizations deploying ads that initiate phone calls report that their other channels — online and offline — are more effective at increasing customer engagement than marketers in organizations that do not have these ads.
Customers initiating a phone call convert faster.
Sixty percent of marketers say that those who initiate an inbound call in the course of the customer journey convert an average of 30% faster.
Customers initiating a phone call spend more.
Sixty percent of marketers say that those who initiate an inbound call spend an average of 28% more.
Customers initiating a phone call have a higher retention rate.
Fifty-four percent of marketers say that those who initiate an inbound call have a 28% higher retention rate.
The proof is in the numbers. The consumers who pick up the phone and call your business are converting faster, spending more, and churning less. As we deal with the rising expectations of the modern marketer, it has never been more important to hone in on our best customers, to optimize our media spends to reach those more likely to complete a purchase, and to ensure that the customer journey is nurtured every step of the way. It’s time to pick up the phone, your best customers are calling.