Our Top 5 Takeaways from Invoca Summit 2021

min read
Our Top 5 Takeaways from Invoca Summit 2021

Invoca Summit 2021 is officially in the books! We’d like to thank our sponsors, speakers, and attendees for their contributions to the world’s premier conversation intelligence conference. 

For those of you who missed out on the festivities, we know the FOMO is eating you alive. You’ve been lying awake in bed each night, tormented by all the game-changing insights and best practices you missed out on. 

But have no fear — we’ve collected our top 5 takeaways from the event here. If this doesn’t fully feed your need for Summit content, you can watch it all on demand here. Don’t forget to save the date for Invoca Summit 2022 while you’re there! 

1. First-Party Data Is More Important Than Ever for Marketers

You’ve no doubt seen your share of headlines about these big scary acronyms: GDPR, CCPA, and ​​IDFA. But what do they mean for marketers? Data regulations are tightening around third-party data sources and cookies — to thrive in today’s digital ecosystem, you need to utilize first-party data to target customers and personalize experiences. 

As Heidi Bullock, Chief Marketing Officer at Tealium said, “Transitioning to first-party data doesn’t have to be scary. It makes us better marketers — it forces us to do a better job engaging with our customers. They’re giving us data and, in return, we’re giving them a great experience.” 

In 2022 and beyond, it will be crucial for marketers to tap into all the data they have at their fingertips: CRM data, email subscriber data, purchase data, and — you guessed it — conversation intelligence data from phone calls. This allows you to gain a unified view of the customer, which you can use to create a more engaging experience.

Learn more by watching our session How Google and Invoca Use First-Party Data to Power Your Customer Acquisition Performance. Derek Tucker, Measurement Lead at Google, shares how marketers can get valuable first-party data from Invoca and pass it directly into Google Ads and Analytics to enhance attribution, bidding, and ad targeting. 

2. Sales QA and Coaching Is Going Digital 

Traditionally, contact centers have had QA teams manually listen to calls to verify that agents are sticking to the approved scripts. This process is time-consuming and fraught with human error. In addition, the traditional method of one-on-one agent coaching is difficult to scale as contact centers grow. It’s also hard to give consistent and timely feedback with remote agents distributed across time zones. 

According to Deloitte, ​​50% of call center managers say that they don’t have enough automation in their contact center tools. Jim Lundy, Founder of Aragon Research, says that to solve this problem, contact centers should turn to “intelligent” sales tools that can help them automate and scale their efforts. “Digital sales coaching is the new way forward. If you start now and invest in conversation intelligence tools early, you’ll see big dividends in the future,” said Lundy.

In the session, “The Data-Driven Approach to Improving Sales Agent Performance,” Corey Barnhart, Inside Sales Quality Assurance Manager at Windstream shared how they’re automating QA and improving agent coaching with Invoca for Sales. Check out this snippet below to learn more about their results.

3. Today’s Customer Expects a Seamless Omnichannel Experience

In 2020, eCommerce sales increased by 35% as fewer customers visited brick-and-mortar locations due to COVID-19. This trend is projected to continue — to win business in 2022, marketers need to invest in personalizing customer experiences across every touchpoint, both online and offline. When customers receive consistent omnichannel experiences, they’ll trust your brand and will be more likely to complete a purchase. 

Creating seamless experiences can be challenging with all the disparate data sources that teams need to tie together. In the Summit Session, “Marketing Innovators: Transform Omnichannel Experiences for Franchises & Multi-Location,” Nataly Huff, Vice President of Marketing at Miracle-Ear broke down how her team integrates conversation intelligence data with their martech stack to get full attribution and create consistent omnichannel experiences.

4. Missed Sales Calls Are Costing Your Business More Revenue Than You Think

Consumers often find businesses and conduct research online — but they’re not going to click their way through life’s most important purchases. When customers are making high-stakes purchases like a car or a mortgage, they’ll call your business to get reassurance about your product or service. You can’t replace the personal touch that phone calls provide — this is why 68% of consumers say that a phone call is their preferred way to contact a business when making a high-stakes purchase.

Despite the importance of phone calls in the customer journey, our data found that companies are letting tens of thousands of sales calls go unanswered every month. Owen Ray, Sr. Manager of Content & Editorial at Invoca broke down the data in his session, “Benchmark Report: Call Conversion Performance and the Cost of Missed Opportunities.” Watch the clip below to learn how your industry’s missed call totals stack up — and how much it could be costing you.  

5. Invoca Released New Features to Take Your Revenue Teams to the Next Level 

No Invoca Summit would be complete without a sneak peek at the product roadmap. In our Product Keynote we announced the following features:

  • Outbound call support builds upon existing conversation intelligence capabilities to extend quality assurance (QA) scorecards to outbound calls. Insights can now be captured across the entire buyer journey, whether the conversion occurs on the initial inbound call or a follow-up call from an agent. These insights are especially important for businesses that sell products or services with longer sales cycles. 
  • Lost Sales Recovery uses artificial intelligence (AI) to detect missed sales opportunities when callers fail to reach a live agent because they hung up or reached voicemail. Businesses can then create follow-up strategies to recover missed sales opportunities, such as a return phone call or digital campaign. 
  • Global transcript search uses Google-like search capabilities to enable marketers to search across all conversation data at once. This broadened view opens up actionable ways to glean deeper insights about the buying experience, such as reviewing mentions of specific competitors or particular offers. 
  • “No Code” integration library empowers end users to set up direct data integrations with various marketing and customer engagement platforms. This “no-code” experience provides a quick view into supported integrations using a simple, self-service workflow. Businesses can remain agile while keeping real-time visibility into their integration health. 

In the video below, Invoca’s VP of Product Marketing Ian Dailey walks through our new Lost Sales Recovery feature.

Want to check out full sessions from Invoca Summit 2021? Watch them here.

Want to skip the FOMO next year? Save the date for Invoca Summit 2022

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