Whether it’s dessert, makeup, or post-Billy-Madison era Adam Sandler movies -- sometimes less is more.
The same can be said of phone calls. Acquiring new customers over the phone requires time and resources. There’s the call center or sales agents who have to answer the phone. There are phone numbers and technology for call tracking, routing, etc. Plus, there’s actual hardware.
Phone calls are an investment, but an investment that pays off exponentially when you know how to drive the high-quality calls your business actually wants. Phone calls convert at 10 times the rate of clicks. They also have a higher return rate because people who call spend more on a single purchase than those who simply purchase online. In fact, 58% of consumers are calling about a purchase of $100 or more and 24% are calling about $500+ purchases.
But how do you make sure you drive the right kind of calls with the highest chance of converting? With call intelligence it’s pretty simple. Here are three ways call intelligence helps you get the high-quality calls you want and nothing else.
1. Call Analytics: Understand Where Your Best Calls Come From
The first step to driving high-quality calls is to understand exactly where your calls are coming from. With call analytics you get complete multi-touch attribution so you know all the touchpoints that led to a call including:
- Paid search keyword
- Landing page
You can use this information to see which efforts are driving callers that are most likely to turn into customers. For example, you may find that one of your paid search keywords is actually driving customer service calls rather than prospective customer calls. With this insight, you can eliminate that keyword, and focus on the keywords generating new customers.
Check out the Vivint case study see how they optimized their landing pages to drive more quality calls that resulted in 76% increase in new customers.
2. Intelligent Call Routing: Optimize the Call Experience
Time is money. And the time your call center reps or sales agents spend on a call is costly -- especially when it’s a current customer, a wrong dial, or simply a low-quality call. And if you’re receiving calls outside of your service area or after business hours you essentially throwing money down the drain.
Intelligent call routing allows you to set custom rules so you filter out junk calls and make sure you route the right callers to the right place. You can create a unique caller experience with rules based on:
- Device type
- Day and time of call
- New or repeat call
- Geographic location
- Source of the call
When you use intelligent call routing, your call center reps or sales agents are only handling high-quality calls that will convert, callers are routed to the department that is best suited to their needs, and you’re not wasting money on calls going straight to voicemail.
3. Conversation Analytics: Identify Key Caller Trends
A phone conversation provides a wealth of information you just can’t get from website clicks.
Since recording and listening to every single call isn’t efficient or scalable, voice analytics gives you visibility into what’s happening on the phone. You can set up a series of keywords and phrases that are automatically tracked during calls so you can track important call trends and signals. Voice analytics are often used to track:
- Whether an appointment was set or other important conversion action occurred
- When special promos are mentioned
- Competitor awareness
- Product interest
- Call outcome
With this information you will be able to close the loop on ROI because you have a clear picture of when your marketing drives phone calls that convert.
You can use these insights to optimize your landing page copy to address common questions and information callers often ask about. You can optimize your paid search efforts to make sure your ads are showing up for the keywords and phrases your callers are looking for. You can identify your best selling products/services so you can focus your marketing efforts. The possibilities are endless.
Call intelligence makes it possible for you drive the calls that really matter to your business, instead of simply increasing call volume. That’s the difference between basic call tracking and call intelligence. If you want to learn more about the role of phone calls in today’s customer journey, download our eBook, The 2016 Call Intelligence Index.