Tracking the number of phone calls generated by your marketing efforts is only half the equation.
While calls have been shown to be some of the most valuable leads that a business receives, accurately measuring the content of the call is critical.
In order to understand the true value of a phone call, the assessment needs to move beyond duration. These shallow metrics would not be acceptable for web analytics and they shouldn’t be used as the basis for evaluating call quality.
There are many call attributes that can be used to infer the overall value of the lead such as:
– Repeat Inquiry
– Appointment Set
– Phone Etiquette
– Purchase Made
These indicators are just a few aspects of call content that suggest the lead was valuable. With Conversation Analytics, 45 different indicators are evaluated in near real-time to determine lead quality and sales performance.
Bad phone calls such as solicitations and misdials, are a drain on business resources. Low-quality calls interfere with real customer interactions and should not be used to evaluate the effectiveness of a marketing campaign.