Commitment to Buy: Call Marketing Automation in Action
2 min read
Are you taking advantage of call marketing optimization?
We’ve written blog posts about the phrases and keywords that Conversation Analytics® ‘hears’ to determine if the caller made a commitment to buy on the phone. This is one of the 45+ indicators and metrics that Conversation Analytics® can extract from phone calls.
This blog post won’t regurgitate that data. Instead, we’ll discuss what to do with the data from the Conversation Analytics® Commitment to Buy indicator.
In short, we’ll answer the question: so what?
So, now that you can track in an automated and scalable way what happens on the phone call. You know whether callers are making a commitment to buy with our Commitment to Buy indicator. What’s next? What can you do with that data?
Just to make sure we’re all on the same page, let’s discuss briefly what Conversation Analytics® is and how it works.
Conversation Analytics® combines speech recognition technology with hundreds of thousands of proprietary algorithms to extract data from phone calls. It literally ‘listens’ to the phone call and then returns data about what happened on the phone call.
It can extract lead score data, sales readiness data, pricing sensitivity, agent empathy, sales skills, and most importantly, perhaps, whether or not a caller purchased. It expresses this data on a 0-100 scale. The higher the number, the more confidence Conversation Analytics® has that the event on the call occurred.
Webhooks allow 3rd party SaaS platforms to talk to each other and, more importantly, automate actions within each other. For example, I can manually change a prospect’s status within a CRM, or I can shoot a Webhook from another SaaS that will do it automatically.
Convirza has a proprietary Webhooks generator that will send Webhooks to any SaaS and automate actions within that 3rd part SaaS. Here are four examples of how valuable that can be when it’s combined with the Buying Commitment indicator within Convirza:
1) CRM Lead Status Update
If the phrases and words said on the call indicate that the caller purchased (i.e. if the indicator is higher than a 75), a Webhook could fire to a CRM that updates the prospect status to ‘Sale Pending’ or ‘Sale,’ or even changes it from a prospect to an account.
2) Account Alert
Whenever the Commitment to Buy indicator score is above 63 (or whatever), Conversation Analytics can trigger a webhook that sends an email or a text message to sales executives, clients (if you’re an agency), or call center managers.
3) Email Message
When Conversation Analytics is nearly certain that a purchase has been made (when the score is 95+), a Webhook can trigger to an email marketing platform that sends the caller an email thanking them for their purchase.
4) CRM Notes
A Webhook can fire to a CRM adding notes to the prospect or account. These notes can contain any element of the call detail record–including the call recording itself.
The incredible thing about combining Webhooks and Conversation Analytics® is that we haven’t even figured out all of the uses for this incredible tool. Our clients are, nearly every day, coming up with new and powerful ways to use Conversation Analytics® and Webhooks.
Originally published on Oct 5, 2015. Update on Nov. 2, 2018.