Personalize Call Routing Using Digital and Offline Data

min read
Personalize Call Routing Using Digital and Offline Data

This week’s product tour video shows you how to connect and use digital and offline data to personalize call routing using Invoca. Using call tracking and analytics, marketers can improve the customer experience and route callers to the right agent at the right time. By eliminating common customer frustrations companies have seen results like a 580% increase in appointments set and 60% increase in conversions. If you’re stoked on call tracking and want to dive right in, binge-watch the whole product tour series here.

See how to personalize call routing in the Invoca platform:

Full video transcript:

Your marketing drives valuable phone calls, but your job doesn’t end when the customer picks up the phone. With Invoca, you can improve call conversion rates by getting your callers to the right destination quickly to ensure the best possible experience. You can set rules to filter and route callers based on time of day, caller location, digital source, and even your own CRM or product SKU data.

Let’s walk through three methods of routing calls within the Invoca platform: static operational rules, automatic number replacement, and dynamic routing. To see how this works in action, let’s first look at a typical call treatment. While creating the call treatment, you can customize routing.

For example, you can route by asking a caller to respond to a question using key presses- usually, something like, ‘for sales, press one. For customer support, press 2’. You can think of this as basic call routing using static operational rules.

However, If you have many different call destinations, such as local agents, physical branches, or other locations that you need to route calls to, you may not want to manage call routing for each of those locations manually. Instead, you can take advantage of automatic number replacement using the auto swap feature of the Invoca call attribution tag. This feature  identifies all of the phone numbers on a webpage, and replaces them with trackable phone numbers, ensuring that the call is routed directly to the original number

Lastly, with our most advanced flavor of call routing, you can use digital data captured by Invoca, third-party demographic data, or your own first-party data that lives outside of Invoca to dynamically route calls. We can do this through three features in the platform called custom data, enhanced caller profiles, and lookup tables.

Custom data is the umbrella name for any data captured by Invoca that fall outside of standard UTM parameters or required integration IDs. Custom data fields are customizable to your business and typically include information like customer IDs, product SKUs, and shopping cart cookies.

Enhanced caller profile data is third-party demographic data matched to the caller. Examples of this include age, home location, and homeowner status. Lookup tables enable you to upload first-party offline data using a matching value captured by an Invoca custom data field. By tapping into these rich sets of data, you can dynamically route callers to the best destination, eliminating call transfers and key presses often associated with calls to businesses.

Let’s bring this to life with an example. Suppose you are an insurance company with agents located all over the country. In your database, you have zip codes associated with agent coverage. If a customer visits your corporate website and decides to call in, you want to get them to connect directly with the right agent- not sit through some corporate phone tree.

Let’s see how we can make this possible with lookup tables. On the custom data page, you will see all of the data fields Invoca is able to capture and associate with each phone call. These fields are used for routing and reporting. In order to route using data that lives outside of Invoca, you’ll need to add a new table with routing information.

Click “Create New Table” – you will then name your table and select the data field your uploaded file will be referenced against to determine where that call should be routed. Here you can create a lookup table of covered zip codes and the phone number of each agent.

With your tables defined, you can now leverage this feature in any of your call treatments. If a website visitor is cookied and is associated with zip code, Invoca will use that data to route the call to the correct agent.

With the variety of options available in the Invoca platform, you can improve call conversion rates by getting your callers to the right destination.

Visit or call 855-658-1073 to learn more.

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