Why Businesses Should Integrate Call Tracking and Analytics

Contributed content / By Kayla Matthews / 26 September 2019

Analytics and call tracking are important to any business's success. Learn why your business should integrate call tracking and analytics.

Analytics help marketers and decision makers understand what's happening across the board with their business and promotional campaigns.

For example, an advertising campaign is considered successful if it draws in web traffic or boosts sales—with quantifiable data proving these trends. Even when the opposite happens and there's a negative outcome, insights gained through analytics can reveal what went wrong and how to fix the situation or do better in the future.

It makes sense to gather and process a wide variety of information related to all facets of a business. One area that can be particularly eye-opening is call tracking, especially when it comes to understanding lead generation and sales performance.

In fact, there's no way to understand what's happening with—or as a result of—incoming calls if there's no tracking system in place. How do you know where customer calls are coming from? Was it an ad you ran recently? Are they simply from word-of-mouth referrals?

Call tracking provides the necessary insights to understand what's happening with voice-based communications. Of course, it goes well beyond just knowing where the calls are coming from.

Why Businesses Should Integrate Call Tracking and Analytics

  1. Synchronized marketing
  2. Ability to measure campaign effectiveness
  3. Making real-time adjustments
  4. Improving your staff management abilities
  5. Capability to reroute calls to appropriate representatives

Call Tracking Lets Businesses Monitor Their Progress

You must have quantifiable and relevant data handy to better understand your lead generation and sales efforts. Otherwise, all you know is the outcome and what event or action led to it—and marketing situations are much more nuanced than that.

For example, a sales call might start out positively—with initial comments looking like it’s going to be a closed sale—yet one wrong move on the rep’s part leads to the entire experience going the opposite way. That same customer instead decides not to make a purchase and hangs up, leaving both parties unfulfilled.

If the analytics system isn’t in place to track and identify what happened, the only thing you’d know is that it was an unsuccessful sale—not why or where things made a turn for the worse. That information can be used to inform future interactions and conversations to ensure it doesn’t happen again.

There are many other reasons why call tracking is important.

You may also want to segment audiences by medium or communication channel, track conversions, identify selling points or keywords, and report or discern the value of marketing campaigns. None of these things are possible to measure without the help of advanced analytics. The need for call tracking spans across multiple industries, as well.

Some call tracking interfaces have color-coded systems that enable managers or any authorized call center employee to see essential statistics such as the number of calls and how long they last, plus how many callers are new versus repeat customers.

call tracking by source

Source

Note, also, that the above interface below breaks down the call distribution by source. Then, it’s easy to confirm how many callers come from social channels, newsletters and other origins. Such knowledge helps marketers pinpoint which methods are most effective for boosting call volumes.

Call Tracking Benefits Businesses

The benefits of call tracking are, inherently, part of its value. General analytics are important to start, but it’s the advantages the collected information can offer that really matters in the business world.

Consider the benefits that call tracking will provide your business:

1. Synchronize Your Marketing Efforts

There’s a difference between knowing who your audience or demographic is and actually understanding that population.

You must be familiar with their true desires and be ready to make adjustments to appeal to a wider audience or a narrower segment.

Call tracking can help you synchronize and determine these various touchpoints so you can craft better, more successful marketing campaigns.

2. Measure Campaign Effectiveness

Whether you’re talking about the ROI for a PPC marketing campaign or the performance of a newly launched product, analytics can help you measure various milestones. Call tracking is merely one form that deals with conventional and voice-based communications.

By identifying the source of a call, you know how effective a related campaign is. By tracking the total traffic from a specific channel or medium, you can judge its lead generation performance. It even translates to the workforce because you can measure a sales team's performance based on their rate of closures or prospective clients.

3. Make Real-Time Adjustments

Incoming data that is consistently flowing allows for a business strategy that is unique to the modern world—primarily because it’s only possible with current technologies. You can take advantage of real-time insights to make adjustments on the fly.

If you feel like you’re losing a customer, you can make personalized adjustments to reel them back in. Call tracking helps create detailed reports about a variety of subjects or individuals, such as call times, conversation lengths, and past issues and concerns.

This information can be accessed and leveraged to improve the experience not just for that customer, but also for every contact you interact with.

Certain indicators can be leveraged to improve the outcome of a call, and this has been verified in the real world. Things like phone etiquette, the length of communication time, lead quality scores, and even ownership language can all determine whether a sale is successful or not. These characteristics can all be gleaned with the help of an efficient call tracking solution.

4. Improve Your Staff Management Abilities

Unless leaders and managers are sitting behind employees during every single call, it’s challenging to judge their performance.

Call tracking solutions create a more efficient and better-managed environment behind-the-scenes. Recorded calls provide direct examples of how company reps are interacting with callers or potential customers. You can determine how well—or poorly—a team member is doing and take action based on verifiable evidence.

5. Reroute Calls to Appropriate Representatives

Many businesses have a general hotline that is monitored by an automated system or AI tool. Even with explicit instructions, a contact can end up discussing problems or concerns with the wrong department.

Call tracking solutions can help eliminate this problem and alleviate the long hold times people would have to endure otherwise. Incoming calls can be rerouted based on live information, always ensuring they speak to the appropriate representative or customer service contact.

How to Integrate Call Analytics and Tracking

Every call tracking system is different because it depends on the business in question as well as what's being monitored or defined.

There's also a case to be made for in-house or native tracking solutions versus third-party services. The options can sometimes be overwhelming as you work to determine your individual requirements.

That said, there is a definable process that can be followed to implement call tracking solutions. Here are the steps your company should be taking to integrate call analytics and tracking:

1. Identify Source of Phone Leads

You must always be able to attribute the incoming lead or call based on its original source—whether that’s an ad campaign or a personal reference. This helps you determine whether your wins are coming from organic SEO, marketing and promotions, PPC online ads, or TV or radio placements. You won’t know unless you’re specifically tracking this information.

Ensure that your call tracking solution identifies information accurately and with as much detail as possible. It should also serve as the core component of any related report—it's as crucial as the contact's name, number and personal information.

2. Establish Real-Time Experiential Opportunities

Even in testing, it’s possible to choose an ineffective strategy that tanks your progress. It’s much better to have an organic and real-time solution in place that allows for fine-tuned adjustments. The right call tracking solutions enable this.

Not only do they provide real-time data, but they also activate experiential opportunities, which help define the outcome of an experience, particularly for the customer.

You can also use other real-time metrics to supplement your call tracking software. Doing that could help you have relevant conversations with customers on the phone.  For example, Google Analytics shows the percentage of people that arrive at your site through mobile or desktop platforms.

experiential google analytics

Source

It’s common for many sales-driven sites to have contact options where people can provide their details to request that a representative gets in touch with them in a matter of minutes. If you’re part of the call center staff at a telecommunications company, for example, and see that most of the active users on your site are from mobile devices, you might bring up how your company has an unlimited mobile data plan with no speed throttling. That’s an example of how you could tweak your pitch to make it more appealing to a customer.

Alternatively, you can let the person on the other end of the line guide the conversation. If the customer identifies a particular topic or subject they like that is relevant to the sale, you can tap into this information to optimize the experience for them, providing something that is much more personal.

3. Identify Post-Phone Interactions/Activities

It is almost always necessary to follow up with a customer after completing a sale. This helps you determine if they’re having any issues or if you could be of any other service.

Call tracking isn’t just about improving the bottom line. It’s also about building lasting relationships with prospective clients.

4. Monitor and Report Phone Lead Close Rates

You must use the tracking tools to dig deep into the performance and success of your entire service strategy, including your sales campaigns and lead generation-to-close rate ratio. The other side of that equation is being able to monitor and measure your representatives. This process can be worthwhile in determining their influence on the overall sales process and if that can be altered or optimized in any way.

Cold calls often go to voicemails, for instance, which isn’t an effective use of their time. In fact, according to RingLead, sales reps spend about 25 hours per month leaving voicemails, or about 15% of their time. The only way to know for sure if those contacts are returning calls is to implement call tracking opportunities.

5. Assess and Convert for Cross-Platform Support

Any company, no matter the size, is running multiple campaigns, sometimes in parallel. These campaigns can span various platforms, mediums, and channels, but it even extends to the customer experience. It’s important for you to know that all of your efforts are synchronized.

For instance, a customer that has a one-on-one conversation with a brand’s social media account fully expects that experience to carry over to phone and in-person interactions. It’s vital for you to have the appropriate system in place to pass along that information.

Advanced Analytics Lead to a Competitive Edge

Call tracking and advanced analytics are necessary to understand the way marketing campaigns are progressing or how they’re being influenced.

You cannot understand whether a billboard ad or a new customer service process works without the appropriate analytics solutions in place. The same idea is true of call tracking, which simply monitors and measures various aspects of customer service communications, but it’s not necessarily exclusive to phone conversations.

With the right methods in place, businesses stand to gain better staff management support, improved sales and conversions, and a more synchronized marketing strategy. Additionally, marketers and leaders can measure the effectiveness of just about any strategy, process, or system.

In such a competitive sales environment, you’re better off implementing call tracking sooner rather than later. Any delay in doing so costs you a chance at an edge on your rivals and a more thorough internal roadmap.

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