6 Ways Marketers Use AI Call Summaries to Drive Conversions and Revenue

min read
6 Ways Marketers Use AI Call Summaries to Drive Conversions and Revenue

Phone calls to businesses are the most valuable marketing leads. Not only do calls convert to customers at a higher rate than web forms, those conversations are the richest source of insights marketers have on consumers. 

Each phone conversation is the consumer, in their own words, telling you why they’re calling, what products or services they want, what information they need to make a decision, and if they are ready to convert. Phone conversations are also one of the few windows marketers have into offline sales performance and CX. They give marketers the ability to evaluate if contact centers and locations are saying the right things and delivering the right experiences to convert phone leads to customers.

Despite the obvious benefit, most marketers don’t review what’s happening on the phone calls they send to their business. They either don’t have access to call recordings and transcripts, or they simply lack the time to manually review them. 

It’s a challenge, but AI call summaries are the solution. They provide marketers with a fast and easy way to learn what’s happening on calls and why. Summaries surface insights from calls that marketers can use to boost conversion rates and revenue.

This blog explains what AI call summaries are, how to get them, and ways that marketers are using them to drive growth.

What Are AI Call Summaries?

AI call summaries are a fast and easy way to understand what happened on phone calls to your business. They use generative AI to turn the transcript of a phone call into a succinct but insightful recap of the conversation. 

With AI call summaries, marketers can understand in seconds why the person called, the flow and outcome of the conversation, and the reason why the caller did or did not convert. 

Depending on what happened during a particular conversation, you can also learn other useful data points, such as caller sentiment, the specific product or service they are interested in, the questions they ask, the agent’s performance on the call, competitors mentioned, and more. 

Marketers can use these insights to better understand their customers, learn why campaigns are performing the way they are, and determine ways to improve results. 

How Can Marketers Get AI Call Summaries? 

Marketers can get call summaries from an AI-powered conversation intelligence solution like Invoca. Invoca uses AI to analyze every phone conversation between consumers and your business, turning what’s said on those calls into actionable insights to optimize marketing, improve sales, and grow revenue. 

Summaries are one of the three ways Invoca’s AI unlocks insights from phone conversations:

  • AI Signals: The attributes you tell the AI to look for on every call, such as if the caller is a lead and if they booked an appointment or placed an order on the call. AI signals are the key data points used by Invoca integrations, dashboards, and smart alerts to drive the right actions to improve marketing results.   
  • AI Summaries: A succinct but insightful recap of the conversation. AI summaries are the fastest and easiest way for marketers to learn what happened on a call and why.
  • AI Transcripts: A text-based rendering of the entire conversation. Transcripts are your ultimate source of truth for the call, giving you direct access to what callers and agents actually say.

Together, these three AI outputs give marketers complete visibility into what’s happening on every call, why, and what to do next.

6 Ways Marketers Can Use AI Call Summaries for Insights to Improve Performance

1. Quickly investigate what’s happening on calls 

Phone conversations provide a wealth of intelligence on your consumers, marketing campaigns, and call handling at your contact centers and locations. AI summaries help marketers get to those insights fast — instead of spending several minutes reading a call transcript, summaries let you learn what happened on a call and why in seconds.  

And with Invoca’s filtering options, you can save even more time by finding the right calls to summarize and review. You can filter calls by:

  • Date range
  • Marketing source
  • Webpage that drove the call
  • Invoca signal 
  • Agent or location that handled the call
  • Topics discussed on the call

When you have a list of calls, use AI summaries to review them quickly. If a summary piques your interest, read the transcript to learn exactly what was said. AI summaries help turn a previously impractical and time-consuming task — reviewing phone calls — into something any marketer can do. 

2. Learn why non-leads are calling from your paid channels

You invest in paid media like Google Ads and Facebook to drive leads to your business. But for many marketers, half or more of their phone calls from paid channels aren’t leads. So if a caller isn’t a lead, why are they calling and wasting your ad budget? Knowing the answer can help you take the right actions to reduce non-lead calls.

AI summaries help you learn why. With Invoca, you can filter for non-lead calls from any or all of your paid channels and use summaries to quickly learn why those people called. Summaries can help you see what changes to make to your campaigns, ad targeting, and messaging to reduce the volume of non-lead calls and improve your ROAS.

3. Find out why phone leads aren’t converting

It’s your marketing’s job to drive high-quality phone leads, and it’s your contact centers’ and locations’ job to convert them. So when your Invoca dashboards show that you are driving a high volume of phone leads that aren’t converting, you need to know why. 

Is there a CX issue with the contact centers or locations answering calls that are harming conversion rates? Is there an issue with your marketing campaigns you need to address? AI summaries can help you efficiently diagnose the problem and take the right action to correct it. 

If the issue is on the call handling side, share recordings and transcripts of relevant calls with your sales managers so they can correct the issue with their agents and location staff. If those leads just weren’t ready to convert, summaries can help you learn why so you can create the right retargeting campaigns to win them.  

4. Get more granular insights from your Invoca dashboards

Invoca dashboards make it easy for marketers to visualize phone call data in meaningful ways. You can track Invoca signal data like caller intent, product/service interest, and call outcome by marketing channel, campaign, ad, keyword, webpage, and agent/location called to measure and compare performance. 

Dashboards make it easy to review KPIs across all your calls, then for more detail, you can use AI summaries. With Invoca, each dashboard tile has a “View Report” link that pulls up a filtered list of every call reported in that tile. Reviewing summaries of those calls helps you understand what happened and why.

5. Quickly investigate what’s driving your smart alerts

Invoca smart alerts notify you when important events are occurring on calls to your business. They are customizable, so you can decide what topics or metrics you want alerts for, who gets them, when, and how often. 

When you get an alert, you can use AI summaries to quickly diagnose the root cause. Invoca alerts include a “View Calls” link that takes you directly to a filtered list of calls associated with that alert. So instead of having to manually listen to calls or read through transcripts, you can view summaries to diagnose the cause. They help you determine the right course of action to correct issues and improve results in a fraction of the time. 

6. Get ideas for new insights to track and report on

For Invoca customers, AI summaries are a great way to find new insights to track with your Invoca signals. Summaries help you discover new trends, events, inquiries, and topics occurring on calls. For those that are important enough to monitor, turn them into signals and have Invoca’s AI track them on future calls. You can then visualize those signals in your dashboards, pass the data to other tools, and receive alerts when they occur on calls. 

Next Steps for Getting Started With AI Summaries 

To learn more about AI summaries and how to use them to improve your marketing, request a demo of Invoca — we will give you a personalized walkthrough of the platform and answer all your questions. For more ways that marketers are using AI to increase conversions, ROAS, and revenue, read Invoca customer success stories

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