If you’re already tired of hearing about personalization, hold on to your butts, because it isn’t going away. In fact, one-third of marketers believe “personalization” will be the most important marketing capability in the future. Forrester too expects personalization and predictive analytics on a micro scale to be a main feature in new marketing technologies.
Marketers are making strides in personalizing digital experiences, but what about phone calls? With the prevalence of mobile, the transition from a digital interaction to a phone call is becoming more frequent and less predictable, so you need to be ready. With all of the customer data and marketing technologies at your fingertips, creating a seamless customer experience online and offline is possible.
Here are 10 ways you can use Invoca's Voice Marketing Cloud to create delightfully personalized experiences for your callers during and after a phone call.
1. Automatically route calls to the nearest store or branch location
With geo-location data, you can make sure your calls are automatically routed to the right location every time. You can set up custom rules to determine where you want calls routed based on caller location. Geo-location works great for national brands with local agents or store locations and makes big brands feel like local businesses.
2. Use contextual clues to route calls to the right department
Each phone call comes with a plethora of information about your customer, and you can use these little nuggets to simplify the customer journey. Contextual clues can tell you what product your caller is interested in and if they’re in the research or purchase phase. These contextual clues could be the ad the customer clicked, the web pages they visited, the landing page they called from, etc. All of this information can be used to automatically route customers to the right department or sales agent.
3. Provide call sales agents real-time data about the caller
Callers don’t want to repeat their story to every new agent they’re transferred to (which could be avoided by better call routing, but that’s another issue). Make sure your agents are equipped with the real-time customer information they need to make the process easier for both parties. With real-time data, agents can tailor the conversation to that specific caller and their needs based on search queries, ads clicked, web pages visited, and demographic data including age, household income and more. Don't waste valuable time getting this basic information from callers/
4. Be selective about using an IVR
Not all calls need an IVR (interactive voice response) or phone menu. Qualified calls from prospects ready to buy should be connected directly to a live agent. You can use Invoca's real-time call data to understand which calls should be directly connected and which should be further qualified and routed with an IVR.
For example, if you have a certain campaign that tends to refer high-quality prospects, it could be more effective to connect them to a human right away. Or if you have a long-standing relationship with a customer and you put a phone number in an email, connect that call right away to a live agent rather than using any kind of IVR to qualify them first. An IVR is great for first-time callers or to qualify leads, but established customers or high-quality leads may not appreciate voice prompts.
5. Trigger a relevant follow-up email or retargeting ad based on the conversation
With voice analytics, marketers know exactly what happened during a conversation. They can track things like the call outcome, if a competitor was mentioned, what products were mentioned, etc. Marketers can use this data to send a targeted follow-up message. For example, if a customer purchased over the phone, you could send a follow-up email with an upsell offer. Or if they didn’t purchase, you could send them additional information about their product of interest or related products.
6. Use demographic data to personalize the next step in the journey
Not only can marketers use details from actual phone conversations, but phone calls also come with a wealth of insights about the caller that probably wouldn’t come up in conversation. You can gather demographic details, like geo-location, household income, homeownership, gender, and more. All these details can be used to segment your audiences and personalize the next step in their journey.
7. Don’t treat repeat callers like first-time callers
Like we said in #4, an IVR can be used for first-time callers, but live agents are probably better for repeat callers or high-quality leads. You can also show your repeat callers some extra love by routing them to the same agent they spoke with previously to give them a feeling of consistency and use data from previous interactions to inform the current conversation. A repeat call could also indicate a customer service call, so you might want to avoid routing them to the sales floor.
8. Customize the call treatment based on lead quality
There are several clues that can help you determine lead quality before a call is connected to an agent. You can look at what campaign drove the call, demographic data, and geo-location to see if the caller is likely to become a customer. Then you can route high-quality calls directly to your best agents. Conversely, if it appears to be a low-quality call, you can try to qualify them further by asking qualifying questions in the IVR and then route accordingly.
9. Customize based on voice responses
Use a voice activated IVR to ask questions and properly route calls based on their responses. This is especially helpful for first-time callers as it will give call agents more information about the caller before they’re connected.
10. Customize the web experience based on phone calls
We talk a lot about how web data can help personalize the phone experience, but the data goes both ways. If you’re using a real-time personalization (RTP) tool, make sure to sync it with your call intelligence solution. You can then personalize banner images, offers, and even your CTAs on your website to reflect insights gleaned from customer conversations, like product interest or even their preference to connect over the phone.
Customers know marketers are gathering information about them, and they expect a more personalized experience because of it. But as marketers, it can tricky to access and implement effective marketing tactics based on the huge amount of data we gather. Luckily, call intelligence makes understanding gathered data much simpler and can create personalized caller experience almost immediately. You just need to take the first step.