The Most Common Questions About Conversation Intelligence Answered

min read
The Most Common Questions About Conversation Intelligence Answered

You’ve heard about conversation intelligence and call tracking, but you’re hesitant to jump into the deep end. It makes sense. Marketers are under a microscope when it comes to their budget and performance. If you can’t account for every dollar and how it relates to your marketing ROI, you won't be able to get the executive buy-in you need to try something new.

But your hesitation is costing you — 70% of mobile searchers call a business straight from Google search ads, which drive over 80 million calls businesses every month. When it comes to high-stakes purchases like buying a car, 87% of consumers say that being able to talk to a person on the phone makes them feel more confident in their purchase. And according to independent research, Invoca’s Active Conversation Intelligence platform provides a 395% ROI within three years.

There’s a treasure trove of first-party data — and potential revenue — hiding in your call center. Since you still likely have a lot of questions, here are the answers to the most common ones we hear.

1. What information is captured when I track calls?

This is an important question to ask when considering investing in a call tracking and conversation intelligence solution. You have to know the depth of insight and data that's possible in order to know if it actually has the power to impact the bottom line. Well, the easy answer is advanced conversation intelligence solutions can track just about anything you want so you always know how your marketing efforts are driving both online and offline engagement. Common data points include:

  • Marketing campaign
  • Keyword
  • Google Click ID (gclid) or any other paid search parameter
  • Landing page the call originated from

Conversation intelligence also includes valuable information about the caller and the phone call itself. With each call you know:

  • Caller location
  • Call duration
  • Date and time of call
  • Repeat versus new call
  • Key demographic data

This data is designed to help you get the full picture of your customers and their paths to purchase.

2. Can I see conversation data in my other analytics and data management systems?

You absolutely can. When researching conversation intelligence solutions, make sure they have seamless integrations with the other tools in your marketing technology stack. You should be able to push your call analytics to your other marketing technologies including your CRM, marketing automation, bid management, web analytics, data management platform, and more. This way you can see your call analytics exactly where you need it and in relation to your other digital marketing data so you have a complete omnichannel view of your customer's path to purchase.

3. How will conversation intelligence impact my marketing decisions?

Conversation intelligence is an essential part of any omnichannel marketing strategy. If you're only looking at the digital side of the customer experience, you're missing the full picture when those customers jump offline with a phone call. With a complete picture you can make smarter marketing decisions that will drive more calls and ultimately more revenue. Invoca gives you insights to do things like:

  • Optimize paid search keyword bids
  • Drive more calls from top landing pages
  • Improve ad targeting with caller data
  • Invest more budget where it will drive high-value calls
  • Personalize the online and offline customer experience

And that's just the tip of the iceberg. Conversation intelligence adds a powerful layer of data to all of your digital analytics.

4. How do I make sure the contact center doesn’t get overwhelmed with junk calls?

Not all calls are created equal, and you don’t want to overwhelm your contact center with low-quality calls that are a waste of everyone's time. Advanced call analytics solutions have custom filtering and routing features so you can qualify calls before they reach your sales floor or call center.  You can route calls based on certain conditions like day or time, or you can filter calls based on caller responses to custom voice prompts. Conversation intelligence platforms like Invoca can also stop spam calls, robo dialers, and toll-free traffic pumping scams that cost the call center money and take away from time that could be spent with actual customers.

5. How do I set up a conversation intelligence platform?

Getting started is much easier than most marketers think. Conversation intelligence works much the same way as digital tracking. By placing a small snippet of code on your website, tracking phone numbers will dynamically populate your website to capture the consumer’s online journey that led them to make a phone call. For paid search, a simple integration will tie your Google Ads account with your conversation analytics so you can get the complete picture of your PPC performance.

6. Can I capture unique parameters or SubIDs with phone calls?

Invoca can capture unique parameters or SubIDs so you can track exact sources and channels driving calls. Just about any tracking parameter you put in a URL can be captured when that user picks up the phone. You'll get the granular data you need to understand exactly what campaigns and channels are driving revenue all the way down to the keyword level.

7. What if I don’t want to drive or receive calls 24/7?

If the department responsible for answering calls doesn't operate 24 hours a day, it doesn’t make sense to drive or receive calls around the clock. It’s a wasted opportunity for your business, and it's a poor caller experience for customers. Call automation features can help you avoid this. If your business has locations across the country you can have calls automatically routed to the open location. You can also configure your phone number to only appear on your website during open hours. If you are using Google Ads to drive calls, you can also set schedules so you’re not bidding to place ads that drive calls during off-hours.

8. Do I have the option to record calls?

Call recordings can be a great source of information about your customers and your sales process. You have two options for recording calls, you can either record the entire call, or you can use keyword triggers to notify you of important moments in the call. For example, if the word “confirmation number” or “completed purchase” is mentioned on the call, you know this call has ended in a completed sale without having to review the call recording. You can also track when competitors are mentioned or other important topics like pricing, location, specific products, etc.

9. Can I customize the caller experience?

Yes! You can create a totally unique caller experience based on unique caller attributes like locations, call time, or marketing campaign that referred the call. For example, calls that originate from out of your business service area or outside of your hours of operation can be automatically routed to a voicemail so your sales team or call center agents can focus on the calls most likely to convert.

10. Can I create a custom IVR to route callers to specific destinations?

An Interactive Voice Response (IVR) is a way to route callers based on rules, filters, and phone menu prompts. You can use automated or professionally recorded voice prompts to help guide callers through the call experience and route them to the appropriate individual or department best suited for their call needs. You can also customize your auto-attendant menu to coincide with the product the caller is interested in or the marketing campaign they've engaged with. You can get an IVR set up in minutes, and optimize it at any time. When using Invoca, you can also retain your existing IVR with no changes needed.

11. Can I use local phone numbers with call tracking?

Local phone numbers are essential for local businesses and your call tracking solution should give you the option to use only local phone numbers. You can either port over numbers you already own into the platform, or request local numbers that the call tracking solution can own on your behalf. Either way, you will be able to use the exact numbers you want for local campaigns.

12. What marketing channels should I use with call tracking?

Call tracking works with just about any marketing channel. We see companies driving exceptional results by driving calls through digital marketing channels like:

  • Paid search
  • Display
  • Retargeting
  • Affiliate
  • Organic search
  • Social media
  • Email

It is also a great fit for offline channels like print, radio, and television. Phone calls work great whether they come from online or offline sources.

13. How do I measure the outcome of my calls?

With Invoca, you can easily measure the result and success of your calls. Signal AI conversation analytics allows you to automatically detect the outcome of any phone call. Whether you want to know if a sale was made, an appointment was set, or whether it was a service or sales call, Signal AI can detect that call outcome and report it to the platform of your choice in real time. 

You can use these call outcomes to inform your marketing automation, improve digital experiences, and personalize the buying journey based on online and offline behavior.

14. Can conversation intelligence help me measure marketing ROI?

You can tie calls to actual revenue by integrating call tracking with your CRM software. This way you can see how your marketing campaigns drive phone calls and result in revenue, giving you a complete picture of your marketing performance. You will be able to make smarter decisions and more powerful optimizations when you can accurately measure your marketing ROI.

Ready to learn more about conversation intelligence? Get the Ultimate Guide now. 

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