Phone calls to businesses are one of the richest sources of actionable data marketers have on their campaigns and customers. Each conversation not only contains the caller’s intent, interest, and stage in the customer journey, it contains detailed insights on their pain points, preferences, and needs.
Historically, marketers lacked access to conversation data and the value it provides. But with advances in AI technologies like those in Invoca’s AI platform, you can now unlock a wealth of insights from every call in real time to measure and improve all your digital marketing — from search and social advertising to SEO and email.
One of those insights is caller sentiment. Invoca uses AI to track the sentiment of both the caller and agent on every call, visualizing each moment in the transcript of the call as well as delivering an overall sentiment score for the call. Marketers can use Invoca dashboards, reports, and alerts to see when sentiment events are occurring in real time, diagnose the reasons why, and take the right actions to correct them.
Read on to learn 5 ways to use caller sentiment data to improve your search and digital marketing.
1. Track Caller Sentiment by Marketing Source
Invoca tracks the marketing source and digital interactions that drove every call, along with the insights AI captures from the resulting conversation. This enables you to track the number of calls with negative caller sentiment from any source, including:
- Negative sentiment calls from specific channels, like Google Ads or SEO
- Negative sentiment calls from specific campaigns, like new display ad promotions or email offers
- Negative sentiment calls from specific webpages, including calls from inside online shopping carts
The marketing sources you want to report on will depend on your areas of responsibility. But when calls from your marketing generate spikes in callers with negative sentiment, that’s a serious red flag – and you should know about it. Invoca not only tells you these calls are occurring through reporting and smart alerts, it enables you to review summaries and transcripts of the conversations to learn the cause and best way to correct the issue.
For example, you may discover a high volume of callers from your new Facebook campaign are expressing frustration that the promotional offer doesn’t apply to current customers – something you didn’t mention in your ad copy or landing page. Or that you have an issue with your website’s checkout process that is causing online orders to fail. Correcting these issues quickly can reduce customer frustration, deflect unnecessary calls, and increase marketing conversions.
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2. Track Caller Sentiment by Product or Service
You likely use a wide range of digital marketing tactics to drive leads and conversions for your products and services. Not to worry – Invoca can track calls for particular products or services and report on caller sentiment.
Use these reports to help isolate calls with negative or positive caller sentiment for investigation to learn what customers feel about your offerings. You can then emphasize those positive attributes in your messaging and arm agents or locations answering calls with messaging on how to address the negative ones.
Once you make changes, you can continue to track improvements in Invoca to see if those moves had the desired effect – or if something different is required.
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3. Retarget Frustrated Phone Leads to Win Them Back
Not every phone lead converts on the call – some simply aren’t ready. Others, however, wanted to convert but didn’t because of a frustrating call experience with the contact center or location. Invoca can generate audiences from phone leads that didn’t convert who also expressed frustration on the call and pass them to platforms like Meta, Google Ads, the Trade Desk, and your CDP so you can retarget them with the right offers to win them back.
4. Create Lists of Extremely Negative Sentiment Calls to Be Contacted Directly
For phone leads that didn’t convert but also had a very high negative sentiment score, sending an email might not be enough. Instead, you can set up alerts in Invoca to notify your contact center managers or sales team to call or text those callers back to try to rescue that appointment or sale – each win improves the ROI of your marketing source that drove the original call. You can also pass data from Invoca to your CRM to add callers to the right callback lists and arm agents reaching out with insights to improve call outcomes.
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5. Track Negative Caller Sentiment by Location or Contact Center Agent
No matter how effective your digital marketing is at generating the right callers, the wrong call experience will harm your results. Invoca can report on caller sentiment on calls to each business location or contact center agent. If you see that certain locations or agents have a high percentage of frustrated callers compared to others, there may be issues with the people answering those calls. Share sample recordings and transcripts with their managers so they can deliver coaching to improve results.
Frustrated callers also leave bad reviews, which can compound the damage to your marketing results by lessening engagement. Coaching staff on how to deal with frustrated callers – and avoid the behaviors that cause them – improves your marketing results by increasing call conversion rates and reducing bad reviews that reduce engagement.
Next Steps for Using Caller Sentiment to Improve Digital Marketing Results
Caller sentiment is just one of the many insights Invoca’s Signal AI unlocks from conversations to improve your marketing conversions, ROAS, and reputation. If you want to learn more, request a personal demo of Invoca – we’ll discuss your marketing objectives with you, explain how similar businesses are using conversation insights from AI to improve results, and show you how the Invoca platform can help you do it.
