Use of Call Intelligence to Improve Sales and Customer Experience

by Go Market Cloud Telephony Solutions for Business Growth

Today, digital marketing is consistently gaining popularity as an important approach for businesses of all size and shapes. Almost every organization reserves a major share of their promoting budget for digital marketing. Even few organizations are solely depending on it. However, one thing has not changed much at all. People are still mad about talking and telephone calls are the easiest way to connect with associated or existing service or product provider. In fact, research says that customers tend to doubt business that do not have a transparent calling mechanism setup.

Phone calls are wealth of data to companies that are generally left undiscovered. Observing who’s calling your business and why gives new intuition to optimise campaign performance, enhance the customer experience, and eventually drive more sales. What’s more, we all hassle for increased sales.

Increased customer acquisition is directly correlated to increasing number of inbound calls.

Why?

Because a telephone call means that the customer has decided to spare couple of minutes to know more about your business. That, by itself, is a strong signal of purchase alert. The person already covered half the distance with skyrockets his likelihood of actually becoming your customer.

So how would you guarantee you get your clients to call and afterwards use that information wisely?

How Go2Market Use Call Intelligence

1. Phone numbers as clear Call-To-Action buttons:

Call-To-Action buttons have been known to boost conversions by significant amounts. A strong call to action encourages the client to take specific actions – such as ‘download an ebook’, ‘call now for details’ and ‘attend a webinar’. CTAs should be placed strategically at a spot where individuals are likely to notice it more. Of course, the CTA has to be influential enough to prompt action. A good, clean plan is crucial for a CTA to really work.

People these days have moved from desktop user to being mobile users. Gone are the days when potential customers needed to copy the number a business wanted them to reach on. With most customer having cell phones, all CTAs can go one step further and become clickable telephone links. Tapping on the CTA button initiate the call for you. This feature has come to be viewed as so convenient that many clients avoid contacting businesses that do not have this feature.

2. Inspect Sign Ups for Independent Campaigns:

We modify our pitch to the clients based on the number the call has come into and the campaign they have seen before enrolling. In fact, our company take it one step forward by helping our customers to calculate their marketing ROI using the numbers they have given as Click to Action (CTAs). We can simply assign specific virtual number to each campaign, calculate the ROI on each of these campaigns and each platform on which campaign was run.

Having this kind of information gives a complete view of what’s working most for lead conversions and allows you to optimise search terms, marketing platforms, landing pages through giving you a whole control on your marketing spend and outcomes. If you are using this for print ads, having one number for each ad will help you to analyse which ad performs better than which one.

3. Call history to understand potential customers:

When someone registers for a free trial, we do a check to see if they have called us before registering. If they have, then we utilize the info on the call to give us context on the needs of this potential client. Once we understand that, it turns out to be simple for us to highlight and bring the most useful features to the forefront for their business.

4. Ensuring Availability Based on Call Volumes:

Having call data helps you to recognize the hidden problem of a situation. For example, one of our client started 24/7 customer support center after noticing a steep increase in the call volumes at night. Eventually, after further analysis of call data, they decided to move 8 AM to 12:30 AM model. This guarantee them that no customer call went unanswered. In fact, it helps organizations to understand their customers calling patterns and handle their manpower requirements accordingly.

5. Boost Conversations Using Recordings:

We use call recordings for better understanding of what customer needs. It ensures that our team is improving their conversation based on what customer has said. Even after signing up, our call analytics continue to provide us important data to increase value for our customers.

Call intelligence is extremely useful to improving customer experience. Unsatisfied callers can be traced to understand the nature of their issues. For instance, confusing menu options and dropped calls can be easily identified and rectified. Continue Reading...