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 to 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 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: