What should you monitor on an incoming Call to determine Conversions
One of the most difficult things to determine is whether your marketing campaign worked – in essence, know your response rates. Not everyone sends in a BRC or clicks on/completes a web form so you can track response. Many people actually pick up the phone and call. What should you monitor in an incoming Call to determine Conversions?
You need to know the marketing source that drove the call. Knowing the marketing channel, ad, keyword search, email and/or campaign that drove each call is critical to knowing how to optimize spending and messaging to drive in more calls and conclude effectiveness.
Marketers should also capture who the caller is, the phone number, the geographic location, the day and time of the call and, if possible, the particular browser used.
Know what happened on the call: Knowing who answered the call, how long the call lasted, and what was said can help you judge lead quality and gain insights into your customers, to improve messaging, tweak your marketing list, or revise your keyword targeting. These revelations can also tell you if sales agents are following approved scripts or mentioning your new promotions.
Finally – The value of the call: You need to know if a call is “good” or “bad,” based on your business’s definition of a quality lead. That often means knowing if the call resulted in an appointment, opportunity or sale, and how much revenue it was worth.
Enter 2021 – Lots of technology helps you know your response rates.
Nowadays there are lots of software options for call tracking and marketing attribution. Contact centers can now completely personalize the customer experience. They offer advanced call management and intelligent automation tools, smart routing, and live-agent reporting.
By using one of these types of call center solutions, you can capture and automate actionable data. You can see trends, indicators, and insights from your customer communications. You have the ability to unlock qualitative data points with different tools. These tools include call recording, keyword spotting, call whispers, written transcriptions, and automated tagging and scoring.