“Our call center rep just called a customer a SOB! and hung up!”
Is call tracking enough? Sales team training departments cringe every time we hear stories like this. At best, get ready for another management escalation or at worst we might have just hung up on the most influential blogger in our target market. We could have just had a religious follower, now we’ve earned a distrustful antagonist.
Routinely, we get requests for in-depth call information, “did she ask for the deal?”, “how many appointments were set?”, “how does the team perform on calls?” and “how can we improve contact center or sales agent performance?”
With mishaps and call errors in the air, how can we understand the real value of our conversations? With the rapid increase in mobile devices driving calls to businesses, we keep dreaming up campaigns that give people the ability to pick their Call-to-Action of choice: call, text, email, etc. The problem is that now the floodgates are open, the influx of calls has created yet another challenge. Few marketers or agencies have realized just how anxious customers were to pick up the phone.
What about Attribution on that horrible call?
Without call tracking, marketing agencies or their clients would not understand that these customers like to use the phone and prefer to speak to a person rather than download marketing materials or surf the web. Customers want answers now, but answers to what? And are we addressing their requests effectively? To get at this information and uncover the value of conversations, we must address this attribution and optimization challenge in stages.
First, Call Tracking.
Call tracking is not a campaign specific number or even a pool of numbers. It’s more complex than that. It’s a platform that allows you to see call details the way Google Analytics helps you see website visits. Visitor calls are tracked so we can see the web page the person was on when he made the call, we get to analyze the pre-call information like time, referring source, etc.. and of course recording the calls. The instant appeal of call tracking is the ability to track call sources from any marketing or traffic source, any ad, or any page.
Second, Conversation Analytics®.
Conversation Analytics® services go beyond the limits of call tracking, beyond simple call recording, even beyond simple keyword spotting to actually analyze the context of conversations, their phrases, so training and marketing teams don’t need to go back and listen to calls to determine if messaging is actually working the way it should. They get the data in real-time. (More information on the differences between Keyword Spotting and Conversation Analytics® can be found here: Beyond call tracking and keyword spotting to conversation analytics)
Third, Multi-Channel Attribution
Multi-channel attribution is marketing’s approach to understand the offline and online value of marketing campaigns, materials, and advertising. This addresses the fundamental questions about marketing ROI, clicks to cash, and cross channel marketing efforts and allows marketers and marketing agencies to optimize across all of those channels. When Conversation Analytics® services are in play, marketing attribution for calls skyrockets. In an internal study with our customers, we analyzed the accuracy of marketing attribution compared with call tracking solutions with only keyword spotting alone. The big surprise…we found 35% of what traditional call tracking platforms using keyword spotting recognized as “appointment sets” were actually wrong. We analyzed hundreds of the same phone calls and found the results to be the same time and time again. To learn more about the accuracy of Conversation Analytics® and see a real comparison between this call analysis technology and standard keyword spotting, see the following study: Conversation Analytics® services versus keyword spotting, or contact our team at 855-889-3939
Is uncovering the value of Conversations a stretch for Marketing agencies? No way! Here’s why our customers are doing it, and why you should, too.
If you don’t track calls, you can’t tell how big of an impact your campaign is having on the volume of lead generation. If you don’t know what’s happening during the calls, you can’t track the actual quality and value of your phone call leads or how your sales team is handling these leads. Conversation Analytics® services uniquely open the door to answering detailed call attribution, call quality and sales agent performance questions that you’d otherwise not be able to answer. And if what we offer out of the box doesn’t get you the details and answers you need, we’ll partner with you to build a custom library so you can accurately track and analyze the call results you and your clients need to achieve your collective goals.
We partner with our clients to understand not just click conversions, but we track clicks back to purchases or appointments. We can help you track and measure phone response time, evaluate whether the issue is the lead quality or the call handling, and we help you tackle where to optimize for lead quality and improve call handling. This creates unique value for marketing agencies defending their effectiveness with their clients. Call tracking is a natural and necessary part of seeing what you can’t see without manual call listening that we as agencies don’t have time for. Consider the value of a conversation for you; you can deliver the most effective campaigns for clients and start to blow people away with your lead quality. Go from claims to proof!
As marketing agencies we work really hard getting qualified leads to raise their hands. Leads that choose the phone are motivated, higher urgency and are more committed to the buying process, so knowing who they are is a top priority. Since they live online and offline, it’s critical to uncover the value of these types of leads from both areas.
If we are just talking about call quality, check out this article by BIA/Kelsey. Per the article, inbound calls are considered “excellent leads” by 61% of business while only 52% rate leads from the web as “excellent.”
Measuring your customer calls can be highly instructive. Both you and your client will learn a number of critical things like:
By tracking the leads that come in from all channels and connecting those to phone calls, you can reallocate resources (media spend) to your most successful marketing areas. Closing the loop from visitor web clicks to converted, paying customers provides you with advanced insights you can use to evaluate the end-to-end effectiveness of your marketing efforts and spend and your marketing mix. If either your programs or messaging is below your agency expectations, you can train your team to connect better with each step of the marketing and sales processes for you and your clients.
Cost per acquisition (CPA) matters to you and your clients. Effective call tracking and analysis drives it down in measurable ways. For our clients, the faster we can get a qualified lead to close for them and their clients the better it is for all of us.
According to Google, inbound phone calls are 10x more likely to convert than inbound web leads, such as form fills, but phone calls have typically not been a focus for agencies since the ability to go beyond call stats hadn’t been previously adopted. Now that you can track calls and analyze calls against all marketing activities uniquely with Convirza, we’ve made it exponentially easier to prove ROI to your clients and provide them with easy to measure results.
Convirza empowers organizations to track calls from keywords, web pages, or sites, that generated the best calls, through the call itself, to the real world outcome with its advanced call analytics capabilities. We help you better understand the lifecycle of customers who do call and to design marketing strategies and tactics that support and improve this experience. Once optimization begins, your costs to acquire customers will continue to drop. You simply can’t improve what you can’t measure. Conversation Analytics® services are automatically integrated with traditional or dynamic number insertion call tracking features to give you the same confidence with inbound calls that marketers have with online engagement.
A classic benefit of traditional call tracking is that it helps you engage with the target market of your client. We’ve heard about the complaints that agencies get that creatives don’t work in the “real” world. With Convirza, you can test drive a message with your client’s key personas and hear feedback on calls immediately. Essentially, you can create a small focus group to test and tweak messaging to find the ideal key messages that resonate best.
For agencies, getting call tracking where and when you needed it may sound like a challenge. Fortunately, we can help you integrate call tracking with your Analytics, CRM, CMS, Bid Management and/or marketing automation platforms. With Covirza, see every prospect connected to every activity and every conversion, and correlate this information to your larger goals, campaigns, and projects.
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