One of the many wonderful things about modern digital technology in the workplace is the reams and reams of data it produces, just waiting for us to delve in and suck out the juiciest business intelligence available. But sorting the wheat from the data chaff is an art in itself.
Mining accurate customer data – anything which tells you who is buying, where they came from, how they found you, what they are likely to do next – can help improve how marketing campaigns are targeted to maximise sales.
What was once a laborious case of painstakingly building customer profiles can now be done from a single phone call. Call analytics software mines data from inbound phone calls and turns it into intel marketing teams can use. Not only that, call analytics can be used to improve in-call performance, share information across contact points, and integrate with CRM to trigger appropriate follow-ups.
Here are seven reasons why call analytics software can play a crucial role in creating an effective end to end sales and marketing service.
1. Identify Where Leads Come From
Where are your customers getting your number, and where are they calling from? Using unique phone numbers containing tracking codes, call analytics software can quickly build up a picture of which marketing sources are generating the most leads by telephone. Whether it is an ad in a paper, an SMS campaign, an email or a source online, call analytics attributes leads accurately and automatically, logging by campaign and creative activity.
2. Link Online with Offline
Call analytics software can tell you when a customer has found your number online, and can even track how callers got onto the page they called from, which keywords they used or links they clicked. This builds an in-depth picture of their online activity leading to the offline call, again offering models for the most likely routes online browsers take.
3. Focus Marketing Resources
Armed with intelligence about where telephone leads are most likely to come from, you can focus your efforts on what works. Similarly, you can repurpose your online content to focus on specific keywords, topics or search phrases, build navigation around the pages which drive the most interest and improve links to them.
4. Optimise by Time and Place
What time of day do you get the most calls, or the best quality leads? And is there any particular geographic location you seem to generate a lot of interest from? Call analytics can tell you all of this, so you know when the best time is to push advertisements and other campaigns out, and where to focus your energies.
5. Score Leads by Conversation
Call analytics applications use language recognition programmes to pick up on keywords and phrases a caller uses and ranks them by ‘intent’ – or, in other words, how likely they are to be on the phone to buy. This can be done in real time, so agents get an indication mid-conversation of how good a lead this is, and it can also of course be used to inform follow up activity.
6. Improve Call Quality and Service
Call recording is a well established tool in training agents and assessing performance. Combined with analytics software, it can provide statistical evidence based on criteria such as call length, script compliance, even analysis of speed and tone of speech. In addition, routing tools can use keyword analysis to flag up the right person to refer the call to for a specific enquiry, and handle the transfer automatically.
7. Personalise Contact
By integrating call analytics systems with CRM and other multimedia touch points, you can make sure all the information you have about that customer is always available at the right time. Agents taking a call will have access to previous contact and conversation history so they can pick up the thread straight away. ‘Whisper’ messages can be used to feed information to an agent mid conversation, and key data from the call is updated to the shared data pool automatically.
If you’re thinking of buying Call Reporting & Analytics, or still deciding whether your business needs it, please take a look at our comprehensive, independent buyer’s guide.
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