What would you do if you could track the number of times your leads expressed interest or raised objections, or even the level of sales skill your phone reps exhibit?
These are known as conversational metrics, and they’re only possible with call intelligence.
It’s expensive now, but in the near future, I’m sure it will become much more affordable.
Using call intelligence to its full potential requires following these three basic steps:
- Gather Useful Insights
- Personalize the Customer Experience
- Strategize with the Data
Gather Useful Insights
Call intelligence addresses the blind spot in your marketing analytics. Use it to attribute revenue and conversions back to your marketing campaigns and get in-depth insights about your customers.
Call intelligence can capture the following data points (and more):
- Peak phone call times
- Repeat vs. new call
- Call outcome
- Average call duration
- Geographic location
- Caller intent
- Phone type
- Demographic data
This kind of data is either impossible or time-consuming to track any other way. That’s why I’m so sure this is the future. When this technology becomes more affordable (just as basic call-tracking has done over the past decade), any business will be able to fill up the last gaps in their analytics and see exactly what’s making them money.
Personalize the Customer Experience
Custom Call Experiences
For example, set up distinct menu prompts for first-time callers and repeat callers. This customization can even be based on the caller’s online activity.
Leverage Conversation Analytics
Use signals from a phone call to customize a caller’s experience after the fact. For example, put them on retargeting or nurturing campaigns depending on keywords they say during the call. Or use the results of phone calls to test different sales scripts, thereby improving the experience of all callers.
Follow-Up Right
Put callers into follow-up campaigns based on call activity. Since you know their entire journey, online and offline, you’ll make sure the right message goes to the right person at the right time. No more accidently retargeting a converted customer with a discount for something they just bought!1
Act on the Data
- Double Down on Successful CampaignsWith call intelligence, you don’t just know which channels bring you the most calls. You know which bring you the best leads.
- Determine actual conversion pathsDo most people call straight from a well-placed search ad? Or do they decide to call only after some email nurturing? See their whole history laid out in front of you.
- Tie revenue to phone callsInstead of measuring success by call volume (which can be very misleading), measure it by actual revenue and know which cogs in your machine are making the cash register ring.
- Test and OptimizeThere are many things that could make your sales jump up, and with a stable tracking system, it’s fun to experiment. Review the results at the end of the week or month or quarter.
Phone number tests:
- Position
- Size
- Font / Style
Landing page tests:
- Calls to action
- Messaging
- Design
The 3 Core Benefits to Using Call Intelligence
- Increase in call volume
- Better lead quality
- Greater marketing ROI
You don’t have to change your phone number or do anything with your phone system.
- Increase in Call Volume. With insights into what’s actually driving phone calls, you’ll know how to drive more. e.g.
- Better Lead Quality. Improve the entire customer journey, including their experience on the phone, so you can get more of those high-value calls.
- Greater Marketing ROI. With proper analytics setup, you can improve all your channels constantly. The first step is seeing the exact ROI of every channel, laid out in front of you. The second is watching it go up.
Learn more how to do call tracking like a boss with our Ultimate Call Tracking Guide
Sources:
- Think With Google, The Role of Click to Call in the Path to Purchase
- Search Engine Journal, An SEO Beginner Guide: What is Call Tracking and Why Should I Care?
- Less Everything, Adding A Phone Number To LessAccounting Increased Our Paid User Base
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