There are so many options when it comes to contacting a business these days, but most businesses view an incoming phone call as the most valuable lead source. This is because a phone conversation is the most direct path to a sale, as it means the caller is showing real interest in a product or service, and an agent has the opportunity to establish and build a solid relationship. And inbound phone calls increase by 25-50% when businesses use a memorable vanity number as their call-to-action, rather than a local or numeric toll-free number.
As the phones begin ringing, each call contains a wealth of important information; information which can be accessed with a call tracking service. Businesses that use call tracking can benefit in the following ways:
Improve Advertising Strategies
Businesses invest a lot of time, effort, and money into their marketing campaigns, usually distributed among a variety of mediums. But how can they be sure which advertising strategies are getting the best results? While success in the past was mainly based on guesswork and luck, call tracking removes all ambiguity by providing solid data on each call with regards to which ad campaign led to that call. Not only do businesses get a clearer view of their ROI, but they can see which strategies are most fruitful and make better informed decisions in the future, rather than continue to throw money into advertising that simply doesn’t work. When it comes to marketing, call tracking is both a cost-efficient and profitable tool.
Acquire Detailed Caller Information
Another advantage call tracking provides is in-depth information on each and every caller, including not only facts such as their name and phone number, but also their location, age, income, average house value, whether or not they are a first-time or repeat caller, when they are most likely to call, and much more. All of this gives businesses the opportunity to really gain a better understanding of their callers, and adjust their phone conversations and advertising choices accordingly. They may even be surprised by what they discover. For instance, a business may market their product to a specific demographic, but then find via call tracking that a completely different demographic is also expressing interest in said product, thus leading that business to rethink its advertising tactics. The more a business knows about the people making those inbound calls, the more everyone will benefit.
Provide Better Employee Training
Many call tracking solutions also come equipped with call recording and call monitoring features, which serve as exceptional tools for improving training and by extension, the customer experience. The ability to listen to each conversation provides the opportunity to help employees better connect with customers and explore the most effective means of closing a sale. It can also ensure script compliance is being followed, especially in more regulated industries. And to achieve an even clearer view of the conversations that occur, many businesses are implementing a speech analytics solution, which can rapidly scan all calls for specific words and phrases which will reveal trends and patterns, as well as scorecards to evaluate both conversations and employee performance. It all contributes to employees who have the skills and know-how to handle each incoming call with proficiency, leading to more sales and more profits.
By acquiring information on every inbound call and presenting it in easy-to-read dashboard reports, call tracking allows businesses to obtain incredible insights into their marketing efforts, customers, and much more. Businesses that use a call tracking solution go beyond simply purporting the importance of phone calls; they see and apply the obtained data to truly reap the value each and every call brings.