Phone Call Analytics Mean Goodbye To Marketing Frustration! (Part II)
Do you ever feel a sudden pang of annoyance?
It’s the phone call data.
Why does it always appear to be a cryptic code?
Convirza’s customers had the same feeling until we introduced them to Conversation Analytics® and the Convirza Call Reporting™ Suite. Now they aren’t tired of analyzing marketing results in spreadsheets, pivoting data to try to get the right insights. They’re happy marketers with powerful visualizations that lead to great decision-making skills. They’ve unleashed the power of Call Analysis.
In the last blog of this series, we explained call analysis in brief. We also discussed how call analysis is comprised of two levels of phone call analytics. The first level data can be compiled using call tracking software whereas the second level data can be gathered with the help of Conversation Analytics®. Let’s dig deep into phone call analytics and get a better understanding of both the levels of call analysis.
The first level of phone call analytics focuses on what happens before a call. You can include as many aspects as you wish in the first level of phone call analytics. Some organizations prefer to know the age and gender of the caller. Some other organizations wish to know the profession of the caller. No one knows your product better than you. It is you who decides which metrics or information will prove beneficial to your organization. Once you pinpoint these KPIs, track them.
Or if you want to work smart, and not hard, you must contact a call tracking company like Convirza, and put them to work. To be true, if you’re using phone numbers in offline advertising, call tracking is only one way to track those calls back to the source that drove them.
Call tracking will not only tell you which lead source is driving the most calls but also tell you which calls convert.
Imagine you get a hundred calls from a PPC ad but convert just two calls. You also get a hundred calls from your website and convert more than forty calls. In this scenario, you definitely need to rethink the design and copy of your PPC ads. But getting this value-driven information from calls is unimaginable without call tracking.
People tend to get hung up on the idea that their business is driving more than a hundred calls a day. But what if more than half of the calls are not for your business? These calls hold no value. You do not want to spend money on the source that drove these useless calls.
Call tracking provides the right analysis and also will help you allocate the right budget and resources to your lead sources.
For example, if you’re running ads in the yellow pages, and if that works for your business, you should keep doing it. But if you tried an ad in the yellow pages, and it’s not working then you should pull back those resources and not invest in that arena.
The second level of phone call analytics is focused on what happens on the call. Convirza’s Conversation Analytics® is a platform that analyzes the words spoken on the call. We score the calls to either qualify or disqualify it as a lead.
Convirza Conversation Analytics® uses sophisticated speech recognition technology, and thousands of proprietary algorithms to analyze the content of the call in near real-time. A benefit I want to highlight here is tracking missed opportunities.
A missed opportunity is a call that was determined to be a lead but did not convert on that call. Missed opportunities drive greater value to your business as it allows you to take your existing leads. Handle them slightly better. And turn those unsuccessful calls into customers.
Many of the businesses that partner with Convirza get the second level of call analysis as they have the ability to:
They are able to grow their business instantly from even the very first few missed opportunity calls that come in.
It doesn’t matter if you’re generating one hundred calls a day if they’re all calling for somebody else’s services or products. The calls your business receives need to meet certain lead criteria to convert. A sharp business pro will track the effectiveness of those conversions.
That’s why Convirza is unique in our ability to drill down into a business’s Conversation Analytics®. Going back, and refocusing on the calls that you’re converting, helps you sharpen the saw on driving high converting programs and channels.
To know more about how Conversation Analytics® will benefit your conversion rate, read the next blog.