Vanity Phone Number Tracks Calls, Monitors Customer Experience

Client Profile:

• Year-round Swim School – Customer since November 2015
• NEXTGen Advertising – Partner since 2010

A multi-location swim school has been teaching people of all ages to swim since 1984. They have been working with NEXTGen Advertising for several years to create campaigns for the year-round swim school’s 12 locations across Long Island, NY.

Background / Challenge:

To drive inbound leads, this large swim school works with NEXTGen on multi-faceted ad campaigns that include radio, television, and social media promotions. Every campaign across these channels, including a heavy rotation of radio spots and studio sponsorships on five radio stations, promotes 866-SAFE-SWIM. The business fields an average of 800 calls every month. These calls contain valuable business insights about campaign performance and the customer experience.

In the past, the business did not have access to call tracking analytics or call recording. The company could not measure campaign performance or monitor the customer experience they were providing.

Solution:

Prior to working with 800response, the year-round swim school had incoming calls routed to its 12 different locations. Signing up for swim lessons is a customized experience for each caller and cannot be completed on the website, so phone calls are critical to campaign measurement and the business’s success.

In 2015, they business moved its vanity number to the 800response platform in order to gain invaluable call metrics and call recording to monitor the conversations they have with potential and current customers.

Results:

Not only is the swim school getting more calls into its vanity number as a direct result of its ad campaigns; they’re also gaining valuable business intelligence with call tracking and monitoring services. Call tracking delivers information about the company’s callers, which the business uses to assess advertising campaign performance, as well as build its prospect database using caller information. And by monitoring conversations with customers, the swim school’s founder decided the company needed to make a change to its call handling process. They now direct all calls to a corporate call center, where each call is handled in a consistent manner, thereby freeing up the managers at the locations for in-person visits, and being able to better monitor appointments company-wide.

“This process change gave the business insight into its call handling procedures, and has helped to streamline and improve the customer experience. The new strategy allows us to identify the location and instructor that are best suited for the caller’s swim lesson needs – a true example of an optimal customer experience”, notes the founder.