June 22, 2016
Study of 58 million calls uncovers how and when consumers choose to call, underscoring offline interactions as critical part of the omnichannel customer journey
SANTA BARBARA, Calif., June 22, 2016 — A shift from offline to digital marketing spend, combined with the ubiquity of mobile, is increasing calls to businesses at an upward clip, according to the 2016 Call Intelligence Index published today by Invoca, the call intelligence company. The annual index analyzed more than 58 million calls across 40 industries, providing insight into the role of the phone call in today’s omnichannel customer journey.
This year’s Index found that digital is now driving more calls to businesses than ever before. In 2015, digital channels drove 92 percent of these calls, up from 84 percent in 2014. Additionally, the report finds more customer calls come from mobile search than from any other channel. Search and social features like Google call-only ads and convenient click-to-call buttons are further blurring lines between channels, making it easier for customers to call businesses on mobile.
“Marketers speculated that the rise of digital would kill more traditional channels like the phone call,” said Kyle Christensen, VP of marketing, Invoca. “But what we’re seeing is the opposite. As people use their phones to interface with the world around them, they’re also calling businesses more. The marketers who will thrive in this environment will be those who optimize for calls as an integrated part of their omnichannel strategies.”
The omnichannel nature of the customer journey is increasingly evident. The 2016 Call Intelligence Index reports that 79 percent of people switch devices during an activity, and that 63 percent of people complete a purchase offline after searching online. Marketers are responding to this trend by capturing call data and applying insights from those conversations into their other marketing programs, such as email campaigns, retargeting ads and search marketing.
Key findings from Invoca’s 2016 Call Intelligence Index include:
The Rise of Digital Increases Calls
Calls are supplementing digital interactions as customers move between mobile search, web, social, display, email and apps. The rise of digital is linked with an increase in phone calls, and marketers should optimize for this growing trend.
When and Where Consumers are Calling Matters
Consumers who call a business tend to have higher purchase intent than those simply browsing online. To convert that interest into sales, businesses must be equipped with insight into who is calling and what their journey has been up until this point.
Omnichannel Mix Varies by Industry
Invoca’s research shows that phone calls are increasing across industries, and particularly for industries characterized by high-value purchases and/or customers who need personalized assistance. Though these industries are also investing heavily in digital channels, phone calls remain a critical point of contact for customers who need additional information or are ready to make a purchase.
Invoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. With Invoca’s Voice Marketing Cloud, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who’s calling and analyze what’s being said in conversations. Marketers can put this data to work directly in the Voice Marketing Cloud by automating the ideal customer experience before, during and after each call. With an ecosystem of over 30 technology partners, marketers can inject call intelligence into their existing technology stack, giving them the ability to orchestrate a true omnichannel customer journey. Invoca is backed by Morgan Stanley Alternative Investment Partners, Accel Partners, Upfront Ventures, Rincon Venture Partners, Salesforce Ventures, and Stepstone. For more information, please visit www.invoca.com.