Generating phone calls is the first step.
Once you get the calls rolling in, it’s time to figure out the value of these leads.
One of the most effective ways to determine lead quality is to tie the phone calls to actual conversions. This can involve a variety of events and will obviously depend on the industry in question.
So how do you get this data without actually listening to the calls?
First, let’s talk about conversions.
In order to determine if a call resulted in a conversion, we first need to establish the events that define a conversion.
As far as phone calls are concerned, there are typically four types of conversions:
The conversions that are relevant to your business will largely depend on the industry you are working in.
So for example, calls where an appointment was set provide direct value for dentists, doctors, lawyers, etc. Whereas in the case of a hotel, a reservation would be more appropriate for the conversion goal.
At Convirza, we are able to extract this data in near real-time with our Conversation Analytics tool.
With Conversation Analytics, you can regularly access metrics that let you know if your calls are converting.
This is determined by pushing the content of each phone call through our Conversation Analytics engine, which analyzes the words and phrases that were exchanged between the caller and agent. So language that would indicate an appointment was set, might include:
This type of data gives you a very clear idea of your lead quality and sales performance.
When you understand how well your calls are converting, you can begin to optimize your marketing campaigns to capture the highest quality leads. You can also evaluate and make improvements to your sales process to take advantage of the opportunities that they provide.
Learn how to make Conversation Analytics work for you, in this free white paper.