Yesterday many members of our company ventured outside to watch the world get weird as the moon eclipsed the sun. Here locally, we got 91% coverage. And it was pretty cool. Maybe it would have been worth the trip to Idaho or Wyoming to see the full solar eclipse, but frankly, the best part was hanging out together as a work team. We paused from running the company for a few minutes to witness this rare event, and of course, post photos to social media.
The Convirza team huddled together sharing the cardboard glasses with the special sun film while examining how much further the moon had made it across the sun. At the same time, we missed what was happening right in front of us. The shadows from ordinary, every-day items were morphing.
The light shining through the trees turned each little hole into an aperture and cast mini eclipses everywhere. Most people in the parking lot had no idea, but once we knew, our focus quickly began to eclipse even the solar eclipse itself. In fact, our office neighbors joined us in the parking lot to discover why everyone was staring down at an empty parking space instead of staring up at the sky.
The same is true with call tracking. Most companies purchase call tracking services to count how many inbound calls they receive. They use these numbers to compare one marketing campaign to another based on how many calls each generated. And while that is an important feature of call tracking, it is by no means the only thing. If you fail to look at the rest of the landscape, those numbers don’t mean a whole lot. They might be dramatic … but they are by no means the whole story.
At Convirza, we have always felt that the content of your calls is much more important than the count of your calls. That is why our Conversation Analytics® services are such an important layer in our suite of call tracking features. Convirza’s state of the art system listens to your calls, pulls out important bits of information, tells you what kind of conversion rate you are getting, identifies missed opportunities, and much more.
Getting call tracking, even if the provider has great call tracking specific features, is like standing in the parking lot staring at the sun with your fancy cardboard glasses. The real value in call tracking appears when you recognize what happens ON the phone call. If you don’t look at this information, you miss the whole picture.
Just as the real eclipse experience for us was gathering with our team, sharing pics, solar glasses, and themed snacks like Sunkist soda, Sun Chips, Oreos, and Eclipse gum — your call tracking tools should help you connect with people.
Ultimately, you have to remember that phone calls are the way your business connects with its customers. Those are human beings on the other end of the line, not just numbers. Make sure your call tracking provider helps you bridge the gap between numbers and the people behind them. Convirza’s call tracking features are designed to help you do just that.