Inbound Call Tracking Software Resources - Page 20

Call tracking is the process of attaching a unique phone number to each of your marketing efforts with the intention of determining which initiative drives the greatest results.

The myriad of benefits associated with the call routing tactic include, but are certainly not limited to: Callers spending less time navigating systems such as IVRs and avoiding receptionists, so that they may reach the individual they need to speak with in a more streamlined manner. Companies saving time by eliminating the multitude of individuals normally associated with attempting to direct a call. Increased sales through targeted offers and promotions, as call routing can use a customer’s caller ID to automatically offer a discount or other promotional offer based on the caller’s past history and profile with the company. Opportunities to learn from caller patterns, such as how long the average caller is waiting on hold and which voicemail menu options are most – or least – frequently chosen. ActiveDEMAND makes it possible for the smallest of businesses to access advanced call center technologies that were once only available to large enterprises. Indeed, with call routing, you don’t have to be a big business to look like one to your customers.

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When it comes to call tracking, many marketers think that counting the number of incoming calls is all that matters. Simply counting the number of calls generated by a campaign isn’t going far enough. The following is what marketers need to be thinking about: Volume of calls generated by a campaign This metric is relatively straightforward. The number represents the volume of inbound calls generated by a specific campaign, and collecting this metric is as simple as using a call tracking solution. At a high level, the number can be used to compare the performance of different campaigns, however it is important to dig deeper to truly understand how your campaign is performing. Length of call This metric too is relatively simple in nature and succinctly looks at how many seconds or minutes a call lasted, hence its namesake. Generally speaking, the longer the call, the better – but not always. This isn’t a metric that should stand on its own; rather, it needs to be looked at in context with other metrics. A very short call only lasting a few seconds should, in most cases, not be counted at all because it can probably be counted as a wrong number. Conversely, a long call may indicate confusion with regard to the product offering, prompting review of how products and services are positioned. Location of call The geographic region can represent a major factor, depending on who your target customer is – for example, local home service businesses like plumbers, roofers, electricians and other contractors often have a defined geographic region in which they work, and receiving calls from outside of this region is an indication that marketing efforts are not targeted as well as they should be. A call tracking platform can help identify this. Content of call Some call tracking platforms are able to perform “call forensics,” which means the software will “listen” to calls and understand what the call is all about. Applying context to a call significantly increases its relevancy – or non-relevancy, as it may be – to a business. Further, call forensics can determine if an incoming call is from a solicitor as opposed to a prospect, and can even separate “tire kickers” from the real leads. Source of call Knowing where the call originated or what initiated it to begin with is a very important element. Was it from a landing page? Online advertisement? Print advertisement? Pay-per-click campaign? Knowing what produced the call – and then using the other metrics measured to determine the value of it – is useful information for marketing entities. With this data, marketers can refine and focus their advertising to generate maximum, valuable inbound calls to the sales team.

Inbound and outbound calls, duration, who to and from and attribution of the call to a contact. Calls can be recorded and transcribed and recorded on a contacts timeline. For management purposes each sales persons calls and call totals are reported