Okay, first let’s get some things straight. What is call tracking? (We’ll debunk the call tracking myths later) Well, if you are familiar with Google Analytics, then just imagine the same thing but for phone calls. Get it? Simple.
The idea behind it is pretty straightforward – just track call metrics for call attribution, figure out which marketing ads, keywords, and campaigns have the highest ROI, right?
It’s basically determining marketing channels are driving phone calls and which are not. This is done using unique call tracking numbers that are assigned to specific traffic and marketing sources, marketing collateral or marketing campaigns.
This sounds like a lot of work, but there are call tracking systems that help you automate and scale the process. These call tracking systems also offer things like tracking which specific landing pages, ppc ads, and keywords are sending calls your way.
Call tracking is essential. However, what most companies get from it isn’t enough. Most companies have been slow to incorporate call tracking into their processes due to some fundamental misunderstanding of where the technology currently is and where it’s going.
Let’s look closer at and dispel three common myths…
“What?!? How do… How can you even…” Ok, let me stop you right there and throw a spoiler in. The short answer is Yes. Yes, you can.
Let’s explore this a little. According to Gartner research, we know that nearly 420 billion words are spoken each day on phone calls with B2C companies. That’s a ton…a ton of DATA, that is.
Am I saying that all that data could be mined and used to do something else??? Yes, of course, I am. Pay attention.
Think about how valuable data like Lead Quality, Demographic Points, or Sales Readiness could be extracted from those 420 billion words! What if a caller says she will be visiting Las Vegas in a couple of weeks? Or if she mentions she has a newborn baby? Imagine the opportunities for upselling or cross-selling that data like this could provide. And really, that’s just the beginning.
What about the data points from the employee side of the phone call? How did the customer service rep perform? Did they mention the appropriate deals or offers? Wow. I’m imagining you reading this trying to keep your head from exploding.
Ok, myth busted? YESSS.
Not only can you know what’s on the call, some seriously powerful data is available that you could be using in your company to optimize sales and marketing and train sales agents. You should write to Webster’s and tell them to redefine the term “Big Data.” Cause, ya know…. It’s big… and a lot of data… Ok, moving on.
Really?? Come on. Let’s break down the math for this call tracking myth.
What’s the average dollar amount each of your sales calls is worth?
With other call tracking software systems, you’d only be able to track front-end marketing metrics such as which campaigns or marketing channels are driving calls and which aren’t; don’t get me wrong. That is essential, but it’s only half the picture.
One of our clients saved $30,000 in the first year of using us. They were skeptical about our Conversation Analytics® automation and just wanted to use traditional call tracking. At the beginning of the year, we offered them a risk-free trial of our new automated call scoring system. In the first month, we were able to identify dozens of calls that our system marked as “Missed Opportunity”. Our client was shocked initially and then saw what he had in front of him. Not only did he call all of those people back, but he set up automation to immediately notify him when any Missed Opportunities were identified.
After calling on these newly discovered missed opportunity leads, he recovered $3,200 and then was able to bring in an extra $4,000 the next month, all directly from identifying things that happened during phone calls and then acting on that information.
Call Tracking Myth 2 busted? Do I really have to say it? YES, of course, it’s busted!!
Alright, I confess. I have ulterior motives for telling you this call tracking myth. But really, in the end, one of my company’s values is helping others achieve their goals. (I’m paraphrasing) In other words, we want you to improve your business, grow and help your clients with the same.
“If you have the right data, you can change the world.” Someone important must have said that at some point. But it’s so true, right? With the right data we give you the power to make better marketing, training and sales decisions. Without it, marketers, sales agents and decision-makers are driving blind.
Not all call tracking software solutions can provide you with the sheer amount of truly valuable data that Convirza can. That’s because the “other guys” don’t have our trademarked Conversation Analytics® automation technology or our years of intimate knowledge in the speech analytics and call coaching space. You might hear about “Call Intelligence” from other companies or hear them say “Oh yeah, we can do that! But you’ll have to sign a year contract and pay us a lot of money to even see it.”
Hmmmm…. Not us. We have demos you can take, free trials, guarantees, and all that. Why? Because we KNOW that as soon as you see what we can do for you and your business, you won’t go anywhere else.
Recap? Oh yeah – Call Tracking Myth 3 BUSTED!
Choose wisely which company you use. Not all are created equal.
Okay, so that was just 3 of the many call tracking myths clouding the business world about call tracking. Of course, there are more call tracking myths out there, but I’ll let you get back to focusing on your spreadsheets. If you want to talk, we’ll be chillin’ over here, being all awesome and stuff. Which we should.