Tony Iero

Best Practices in Integrating Call Tracking at Your Contact Center

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In the early part of the 20th century, marketing pioneer John Wanamaker observed, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” His frustration lives on for marketing teams today who run campaigns in print, TV, radio, social media, website, email and text and still have a hard time correlating their efforts with customer actions.

That’s where call tracking helps. Call tracking systems associate a unique phone number with every promotion then measure how many calls come in on that number. With that information, marketing can track the interest each campaign generates. And those who use call tracking wisely will also increase conversions and develop more effective marketing strategies.

Convert More Callers with Exceptional Customer Experience

Your marketing campaigns make a promise to the consumer: “Do business with us and we’ll serve you well.” But you have to demonstrate how well you’ll serve people even before they agree to buy. Call tracking makes it easier to show your commitment and convert prospects by providing an outstanding pre-purchase experience.

Get callers to a representative quickly.

Long wait times kill the buying mood. Use call tracking to identify people phoning about a specific campaign and send them directly to an agent who specializes in the product.

With faster, more efficient handling, wait times drop, fewer prospects abandon in the queue, first call resolution increases and average handle time shrinks since agents know what callers are looking for. In other words, costs drop while customer experience (CX) advances.

Smooth the way for purchasers.

Buyers surf from web to phone to chat and back on their way to a purchase. And call tracking helps contact centers fit seamlessly into that journey.

Combining call tracking data with software to track customer activity across all channels, agents can pick up the conversation as the next natural step in the buying process. Add in customer relationship management (CRM) information, and the representative can highlight the product features and benefits most likely to impress each caller.

Improve the overall experience.

Anytime people engage with your company, you have a chance to improve your service by gaining a deeper understanding of the customer experience. And call tracking offers insight into an essential piece of it.

It lets you see how people move from seeing a promotion to calling about it and whether the pursuant conversation convinces them to buy. It ties digital and non-digital channels with caller demographics and sales conversions for each campaign.

Re-capture lost prospects.

Businesses can use call tracking to re-engage frustrated or confused prospects. For example, if people drop out of the phone queue, contact them back with options like VHT Callback that avoid the wait and connect people directly with a campaign specialist.

For website browsers, pop up instant call-back offers that connect quickly to an agent who knows exactly where the customer was browsing before the call.

Improve Sales with Better Targeted Campaigns

It does little good to serve prospects well if no one is calling. But call tracking can help marketing figure out how to motivate more buyers with better targeted campaigns and well-honed sales pitches.

Compare performance with A/B tests.

By associating two numbers with one campaign, marketing can run A/B tests. Call tracking systems will measure not only the calls generated from each version but also the customers’ expectations and concerns.

Fine-tune sales.

When prospects reach the contact center, representatives can experiment with different sales approaches to determine which ones convert more buyers. Some call tracking platforms also update the CRM after a call. For example, if a customer makes an appointment, their CRM account will be updated to the next opportunity stage which triggers key follow up actions.

Personalize campaigns.

Call tracking helps businesses craft tailored campaigns by measuring how well different promotions perform with specific demographics, locations and customer types. Marketing can then target exactly the right people and get better returns. Also, customers receive fewer irrelevant sales pitches.

Call tracking helps identify how individuals like to receive their promotions as well. Do they respond best to traditional media, email, text, Google Ads or web pop-ups? What times and days are people most likely to act on specific campaigns, like pay-per-click ads?

For web-based advertising, call tracking identifies the search terms people use before they see an ad and call in. As a result, marketing can tailor long-tail search terms that reach directly to customers but cost less per click.

John Wanamaker never had call tracking to rely on. He had to guess which advertising dollars were wasted. But today’s marketers have much better tools. And those who take advantage of call tracking will find it does much more than audit the ad budget. It can lay the foundation on which to build a sales powerhouse.

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