In today’s world of meta data and data analytics, business owners and managers rely on data and hard facts to help make critical business decisions. Though many have complex systems for gathering data on traffic to their website or social media engagement, call tracking remains one of the most powerful, underutilized tools available today. This incredible suite of tools can measure the relative effectiveness of various marketing techniques, so that business marketing efforts can be refined. Call tracking also enables businesses to discover where their customers are geographically located, so they can zero-in on their intended audience. By implementing this technique, companies can streamline service, eliminate operations redundancies, improve customer service and employee productivity.
There are a number of ways that call tracking can be employed. Whether it’s using unique phone numbers with each company advertisement, tracking calls routed through your company system, recording calls or breaking down call duration and other analytics, call tracking offers an incredible store of knowledge. Here are just some of the ways that it can help your business thrive.
1. Refine Your Marketing Efforts.
One way to employ call tracking is by using a different, unique phone number for each ad that you run or for each medium in which you advertise. By doing so, and then tracking the relative numbers of calls that come in for each phone number, you can determine which of your advertisements are the most visible or the most effective. If certain ads have a stronger call to action that seems to generate more calls, you can start modifying all of your ads to include strong calls to action. If certain advertising mediums are ineffective compared to others, you can abandon those efforts and refocus your resources where they’ll do the most good.
2. Track Internal Call Routing.
In the world of web analytics, you can follow the flow of visitors to your website. You can see how long they spend on the main page and which subsequent pages they tend to visit. By following this flow, you can get an idea of customer interest and make certain pieces of information more apparent to enable visitors to find it more quickly. You can also pair these bits of information with critical promotions or calls to action, thus facilitating conversion of these visitors into new sales. Using call tracking, you can apply the same tracking strategies to calls received by your business. This method enables you to see what departments callers self-select, how long they’re on the line and whether certain members of your staff are particularly helpful or adept at handling customer issues.
3. Better Understand Your Customers.
One of the more obvious advantages of call tracking is that it allows business owners to gather data on the geographic origins of calls coming into their business. Once you have a better understanding of where your calls are coming from, you can better understand your target market and audience for marketing efforts.
4. Improve Customer Service.
When properly employed, call tracking can also lead to significant operational improvements in your business – particularly in areas related to customer service. Using the right suite of tools, you can determine whether callers are able to quickly get answers to their questions or concerns. You can also see if callers have been kept waiting on hold.
Call tracking also provides valuable insight into how many calls are converted to new sales and, if so, how quickly. Additionally, by recording incoming calls and listening to exchanges between customers and your staff, you can determine which talking points or sales techniques tend to be more successful in sales conversions. And, if you’re unfortunate enough to have a rude staff member who is offending or turning away customers, you’ll know that, too.
Call tracking is one of the most flexible, useful tools available to businesses today. Yet, for all its benefits and potential applications, it is largely ignored and underutilized. However, as technology has improved and its impact on marketing and business operations expanded, call tracking has become too valuable to ignore. In the same way businesses can no longer ignore web analytics, operators need to take advantage of what this incredible technology has to offer. If you want your business to thrive, start exploring call tracking solutions now.
Contributing writer John Taylor is a long-time professional with over two decades of experience in analytics and communications technology. He works as the Senior Data Analyst at Fone Dynamics, a leader in call tracking, voice, and SMS communication. When John steps out of the office, he loves to spend time with his family and bike riding.
I hope you enjoyed this article about call tracking defined and how it can help your business thrive through improved sales, marketing, and customer service just to name a few things.
Interested in more articles about customer management?
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Published by Michael J Schiemer
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