Businesses that drive revenue from an inbound phone channel for sales calls should implement call tracking software. By tracking inbound calls, companies can learn several things:
Who is calling: Collect the phone number of the caller and start a profile
What they are calling about: Learn the caller’s intent by their selections in the interactive voice response (IVR) system. For example, press 1 for sales or 2 for service. Or, gather more details via AI-powered speech processing that collects data based on keywords –or signals — that occur during the call. Words such as “make an appointment,” “schedule a demo” or “payment options,” are typical signals of intent to purchase.
When do calls come in: Understand your traffic patterns so you can staff appropriately.
Where do your calls come from: This can mean geographic area, which can be particularly helpful if you have multiple locations. Or it can mean from which industry or from which marketing effort — and all of this can be tracked.
Why they called: This is similar to what they called about, but can go deeper. For considered purchases, a customer may need multiple touches to close the deal. Are they gathering information, asking follow-up questions, or ready to close the deal. Some Call Analytics platforms contain notes from previous calls so your rep can quickly understand the context as they answer.
How many sales calls you receive: Is your marketing driving enough calls to justify the spend? Are some channels or keywords performing better than others? This functionality is why most marketers opt for call tracking programs in the first place.
So, how do you select a provider?
Call Analytics platforms gather data from phone calls and surface it in dashboards to provide decision-making insights. Not only can they surface data in native dashboards, but many platforms integrate across your tech stack.
When choosing a provider, answer these questions to help narrow your search:
Your provider should know your industry. The greater their depth of experience serving companies in your sector, the better their ability to help you turn raw metrics into actionable data. The right call tracking platform can help you attract new shoppers, convert them to buyers, and keep them coming back.
Your call tracking platform should be able to follow your callers throughout their journey. The solution should deliver real-time insights, enabling you to connect with each customer right where they are in the buying process. Another important consideration is integrations. Can your call data be used across your marketing stack? Make sure your provider has integrations with the tools you use every day.
Get more from your call tracking platform than channel response metrics. Choose a provider with solutions that capture call-quality metrics like duration and custom keyword detection. Then, correlate the data to sales conversions to better train and equip your call staff to close.
Find a provider that meets or exceeds industry standards for data security. Encryption of sensitive data at rest and in transit, physical security of all data processing facilities, and intrusion detection systems are just a few programs to look for when selecting a call tracking provider.
Choose a provider with pricing and services that scale with your business needs. It’s common practice to begin with a basic call tracking solution to understand volume and streamline the process. As you understand how your customers interact with your brand, you may seek more in-depth analytics to understand who’s calling and why or to learn how your representatives are handling inbound calls.
While the field of call tracking is over a decade old, it has evolved to become a valuable data source rivaling digital analytics platforms. No matter where you are in your call tracking journey, call data provides insights you can’t get from other sources. If you rely on inbound phone calls and want to ensure you are getting the most value from them, a call tracking platform could be the answer.
If you’re ready to learn more about how Marchex can meet your needs as a call analytics provider, contact us for a demo today.
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