Ultimate Guide to Business Call Tracking & Phone Leads

CHAPTER 7

How to Use Call Intelligence to Make More Money

What would you do if you could track the number of times your leads expressed interest, or raised objections, or even the level of sales skill your phone reps exhibit?

These are known as conversational metrics, and they’re only possible with call intelligence.

It’s expensive now, but in the near future I’m sure it will become much more affordable.

Using call intelligence to its full potential requires following these three basic steps:

  • Gather Useful Insights
  • Personalize the Customer Experience
  • Strategize with the Data

1

Gather Useful Insights

Call intelligence addresses the blind spot in your marketing analytics. Use it to attribute revenue and conversions back to your marketing campaigns and get in-depth insights about your customers.

Call intelligence can capture the following data points (and more):

Peak phone call times

Repeat vs. new call

Call outcome

Average call duration

Geographic location

Caller intent

Phone type

Demographic data

This kind of data is either impossible or time-consuming to track any other way. That’s why I’m so sure this is the future. When this technology becomes more affordable (just as basic call-tracking has done over the past decade), any business will be able to fill up the last gaps in their analytics and see exactly what’s making them money.

2

Personalize the Customer Experience

  • Custom Call Experiences
    For example, set up distinct menu prompts for first-time callers and repeat callers. This customization can even be based on the caller’s online activity.
  • Leverage Conversation Analytics
    Use signals from a phone call to customize a caller’s experience after the fact. For example, put them on retargeting or nurturing campaigns depending on keywords they say during the call. Or use the results of phone calls to test different sales scripts, thereby improving the experience of all callers.
  • Follow-Up Right
    Put callers into follow-up campaigns based on call activity.
    Since you know their entire journey, online and offline, you’ll make sure the right message goes to the right person at the right time. No more accidently retargeting a converted customer with a discount for something they just bought!

3

Act on the Data

  • Double Down on Successful Campaigns
    With call intelligence, you don’t just know which channels bring you the most calls. You know which bring you the best leads.
  • Determine actual conversion paths
    Do most people call straight from a well placed search ad? Or do they decide to call only after some email nurturing? See their whole history laid out in front of you.
  • Tie revenue to phone calls
    Instead of measuring success by call volume (which can be very misleading), measure it by actual revenue, and know which cogs in your machine are making the cash register ring.
  • Test and Optimize
    There are many things that could make your sales jump up, and with a stable tracking system it’s fun to experiment. Review the results at the end of the week or month or quarter.

Phone number tests:

  • Position
  • Size
  • Font / Style

Landing page tests:

  • Calls to action
  • Messaging
  • Design

Download the free PDF Version of The Ultimate Guide To Call Tracking here