Phone calls to businesses are one of the richest sources of actionable data marketers have on their campaigns and customers. Each conversation not only contains the caller’s intent, interest, and stage in the customer journey, it contains detailed insights on their pain points, preferences, and needs.   

Historically, marketers lacked access to conversation data and the value it provides. But with advances in AI technologies like those in Invoca’s conversation intelligence AI platform, you can now unlock a wealth of insights from every call in real time to measure and improve all your digital marketing — from search and social advertising to SEO and email. 

One of those insights is caller sentiment. Invoca uses custom-trained AI to track the sentiment of both the caller and agent separately on every call, including how it changes throughout the conversation. Invoca can visualize this data in dashboards and reports and help you diagnose issues and take the right actions through smart alerts, call transcripts, and integrations with marketing and sales tools.  

Read on to learn 5 ways to use caller sentiment data to improve your search and digital marketing.

1. Track Caller Sentiment by Marketing Source

Invoca tracks the marketing source and digital interactions that drove every call, along with the insights AI captures from the resulting conversation. This enables you to track the number of calls with negative caller sentiment from any source, including:

• Calls from specific channels, like Google Ads or Facebook 
• Calls from specific campaigns, like new display ad promotions or email offers
• Calls from specific webpages, like from online shopping carts  

The marketing sources you want to report on will depend on your areas of responsibility. But when calls from your marketing generate spikes in callers with negative sentiment, that’s a serious red flag – and you should know about it. Invoca not only tells you these calls are occurring through reporting and smart alerts, it enables you to review summaries and transcripts of the conversations to learn the cause and best way to correct the issue. 

For example, you may discover a high volume of callers from your new Facebook campaign are expressing frustration that the promotional offer doesn’t apply to current customers – something you didn’t mention in your ad copy or landing page. Or that you have an issue with your website’s checkout process that is causing online orders to fail. Correcting these issues quickly can reduce customer frustration, deflect unnecessary calls, and increase marketing conversions.

2. Track Caller Sentiment by Product or Service

You likely use a wide range of digital marketing tactics to drive conversions for your products and services. Not to worry – Invoca can track calls for particular products or services and report on the volume of positive and negative sentiment they receive. 

Use these reports to help isolate calls with negative or positive sentiment for investigation to learn what customers feel about your offerings. You can then emphasize those positive attributes in your messaging and arm agents answering calls with messaging on how to address the negative ones. 

Once you make changes, you can continue to track improvements in Invoca to see if those moves had the desired effect – or if something different is required. 

3. Retarget Frustrated Phone Leads to Win Them Back

Not every phone lead converts on the call – some simply aren’t ready. Others, however, wanted to convert but didn’t because of a frustrating call experience with the contact center or location. Invoca can generate audiences from phone leads that didn’t convert who also expressed frustration on the call and pass them to Facebook, Google Ads, and your CDP so you can retarget them with the right offers to win them back. 

4. Create Lists of Frustrated Callers to Be Contacted Directly  

Invoca not only tracks caller sentiment, but how much of the call they expressed that sentiment and if it changed during the conversation. For calls that begin with frustration but end in gratitude, for example, no further action on your part may be needed. 

However, for phone leads that expressed frustration for the majority of the call but never changed to gratitude, swift action might be in order. Set up alerts in Invoca to notify your sales managers to call or text those callers back to try to rescue that appointment or sale – each win improves the ROI of your marketing source that drove the original call. You can also pass data from Invoca to your CRM to add callers to the right email or callback lists and arm agents with insights to improve call outcomes. 

5. Track Negative Caller Sentiment by Location or Contact Center Agent

No matter how effective your digital marketing is at generating the right callers, the wrong call experience will harm your results. Invoca can report on caller sentiment on calls to each business location or contact center agent. If you see that certain locations or agents have a high percentage of frustrated callers compared to others — especially calls where callers switch from gratitude to frustration as the call progresses — there may be issues with the people answering those calls. Share sample recordings and transcripts with their managers so they can deliver coaching to improve results. 

Frustrated callers also leave bad reviews, which can compound the damage to your marketing results by lessening engagement. Coaching staff on how to deal with frustrated callers – and avoid the behaviors that cause them – improves your marketing results by increasing call conversion rates and reducing bad reviews that reduce engagement. 

Next Steps for Using Caller Sentiment to Improve Digital Marketing Results 

Caller sentiment is just one of the many insights Invoca’s Signal AI unlocks from conversations to improve your marketing conversions, ROAS, and reputation. If you want to learn more, visit our Artificial Intelligence page or request a personal demo of Invoca – we’ll discuss your marketing objectives with you, explain how similar businesses are using conversation intelligence to improve results, and show you how the Invoca platform can help you do it.