As long as you sell over the phone, your success largely depends on how many inbound calls you can bring in and convert. This likely puts you on the constant lookout for reliable and cost-efficient ways to generate and convert more callers. And if so, you should be most interested in call tracking, the technology that can allow you to convert up to 10 times more callers compared to web leads.
Solutions like call tracking and distribution from Phonexa, part of the all-encompassing Call Logic platform, are excellent for empowering a company to convert more customers and track where these leads came from. From improving the caller experience to quantifying your marketing campaigns, products like Call Logic can improve your success in the ever-evolving online sales market.
But before you can start using call tracking, you should know how it works.
Let’s take a deep dive into call tracking and explain why you shouldn’t miss out on it.
Call Tracking Basics
On a basic level, call tracking is using a unique toll-free phone number for each of your marketing channels to calculate how many leads these channels generated and in which way.
- A toll-free number, or a vanity number, is a customized phone number – for example, 1-800-YourBusinessName – that sticks in the minds of consumers. The memorability of such a phone number sets it apart from regular phone numbers, not to mention that it can be linked to a particular marketing campaign.
The data that call tracking can capture includes:
- The parameters of the call: the caller’s name/number/location, the timestamp of the call, whether the caller is calling you for the first time, whether the call was a success, etc.
- The parameters of the marketing campaign: which exact ad or keywords triggered the call, the products that the caller was interested in before making a call, etc.
But that’s not all. Reinforced with interactive voice response (IVR), call recording, and automatic call distribution, call tracking can enhance the customer journey and lead to higher customer satisfaction rates and an increase in sales.
Three Pillars of Call Tracking: IVR, Call Recording, and Call Distribution
About 87% of customers prefer good-old live calls over chatbots and other interactive innovations. But not all calls are the same. What makes a difference between a successful call and a failed call is how leads spend time talking with an IVR or agent and how fast they get what they’ve come for. As a business owner, you have to make the customer journey as smooth as possible while collecting the caller’s data and respecting their privacy.
Interactive Voice Response
Any IVR system asks callers a series of questions – from a few up to a dozen and more – with a pool of ready-made answers. Depending on the caller’s needs, an IVR can process the request independently or connect the caller to a live agent.
An IVR makes a huge difference in the caller experience, allowing businesses to:
- Improve customer service. Instead of being put on hold, callers can get all the information they need from an IVR, up to closing the deal on the spot.
- Get infinite call capacity. You can have only so many live agents, but an IVR system can process any number of calls simultaneously, scaling your business and leaving not a single lead unattended.
- Get a unique brand voice. With tools like Phonexa’s IVR system, you can customize your IVR to create a recognizable brand voice.
- Protect against fraud. Not only can an IVR process calls, but it can also stop fraudulent calls to save your time and resources.
An integral part of every advanced call tracking software, an IVR system addresses customers’ pain points while collecting valuable info on the caller to further improve the customer experience.
The more customers you process, the more chances for mistakes. For example, you can forget to recall or you may miss some information to process the order. And while you can always call back, some of the leads may get irritated, which is not what you want.
On the other hand, with call recording, you can get back to the content of the call anytime to resolve disputes, confirm the order information, monitor agent-customer communication, keep live agents informed about their leads, and more.
Modern IVRs can solve requests independently, but most calls still result in a conversation with a live agent. Now, whether the caller gets the best agent, preferably with the ready-made solutions, depends on whether call distribution is set up properly.
Automated call distribution within an IVR system can:
- Personalize the call experience. Qualified calls reach the best-equipped agents, whereas misdials and fraudulent calls are declined to save the company’s time and resources.
- Accelerate the call process. Simple requests like payments and account inquiries are self-serviced.
- Improve the call flow. A smartly organized call distribution system gives live agents a head start in conversations by providing them with the information that the caller shares while answering the IVR’s questionnaire.
Connecting customers with knowledgeable live agents is of utter importance in today’s market. Data-driven, skill-based automated call routing can help you convert more leads and elevate your customer satisfaction rates.
How Call Tracking Can Elevate Your Business
As long as leads pick up their phones and call you, you can’t afford to not use call tracking. This game-changing solution is of tremendous help in many business aspects, including but not limited to:
- SEO. A series of vanity phone numbers assigned to individual marketing campaigns allow you to establish the ads and even the keywords that triggered a particular call. You can adjust every landing page, keyword, and social media profile to streamline the sales funnel.
- Budget allocation. The more data you have, the easier it is to recognize patterns and allocate your budget accordingly – and that’s precisely what call tracking allows. You can get rid of failed campaigns and spend more on those that pay off.
- Customer experience. Using call tracking means valuing the time of your leads. About 60% of customers love tailored engagement based on past interaction, whereas over 40% of callers will hang up the phone if waiting in a call queue for too long.
- Sales. It all starts and ends with sales. There’s no point in implementing a solution if it doesn’t lead to an increase in sales, directly or indirectly. When it comes to sales, call tracking increases the conversion rate by times. A properly configured call distribution system connects leads to the most relevant agents with a ready-made solution on their hands.
- Remarketing. Whether the call ended up in a conversion or not, it can be reconfigured for remarketing. You can distribute callers into different groups based on the parameters of the call and then work with each group independently to draw sales.
- ROI tracking. Identifying the sources of your callers makes it possible to track the ROI of each of your marketing campaigns. You can remove everything underperforming, leaving only your best marketing channels online.
Call tracking allows dissecting your callers to account for the peculiarities of each particular group when adjusting the current or setting up the next marketing campaign. Likewise, you improve the performance of your agents and rank them objectively based on how they manage inbound calls.
The simplicity of implementation and the high effectiveness of call tracking make it indispensable for growth in today’s fast-paced business market. With little to no effort, you can install call tracking software to open a new era for your business – the era of enhanced customer experience, better resource allocation, and a boosted ROI for all your marketing campaigns.
Last but not least, you can expand your business to untapped markets – an opportunity that can only be uncovered when you have the customer geography at hand. Again, call tracking can help you analyze the potential of the blind spots and enter the untapped markets with much less risk than you would otherwise have to deal with.