What does it cost not to have Call Tracking?

14 July 2014

Tracking calls helps marketing, sales and IT teams solve a range of business problems, but what are businesses risking if they don't have a call tracking solution in place?

Call Tracking solves many marketing, sales and telephony challenges, so what are businesses risking if they don’t have a call tracking solution in place?

1. Unable to measure ROI from marketing campaigns

To understand what works for their target market, marketers need to measure the success of their marketing campaigns, and ROI is a commonly used measurement for this. Whether it’s a TVC, radio or print ad, or an online campaign, marketers have certain calls to action for their campaigns that need to be measured to factor into ROI calculations.

If one of the campaign calls to action is a phone call, it’s impossible to accurately calculate ROI without visibility on what is commonly the most prevalent lead – the phone call.

Not measuring these conversions means you will have inaccurate campaign measurement data. Our insights mean marketers can confidently spend media and campaign budget once they have the full story.

2. Making the wrong campaign decisions

This stems from being unable to track phone leads and sales to each campaign. Without visibility on every campaign success metric, marketers will be risking making the wrong media and campaign optimisation decisions.

We commonly listen to customers amazement when they realise keywords and adgroups they assumed were performing well before call tracking are actually some of the worst performing. When they realise where the money is being well spent that amazement turns to satisfaction. The consumers that convert over the phone are generally recognised to be more ‘buy ready’ that other leads (e.g someone who filled out a web form) and hence higher value leads. If you don’t have visibility on these high value leads then you are risking optimising media spend and campaigns based on the wrong data.

3. Lead leakage

One of the marketing departments main goals is to generate leads for the sales team. Call tracking can revolutionise lead generation, but there are common areas of ‘lead leakage’ after the marketing team has done their job that call tracking can put a stop to.

Missed calls – Unfortunately it happens, but businesses can get automated missed call alerts and detailed reports on missed calls so the lead opportunity is not lost.

Call centre staffing – Call tracking allows businesses to identify time of day, day of week and monthly call trends that aid in call centre staffing. See what reduced call queue times and customer satisfaction do to your close rates.

Call satisfaction – You can listen to recordings of your calls for deeper level call insights that data won’t provide. Are there common areas where your sales reps fall down, or is a lack of product knowledge effecting your sales?

Lead scoring – We integrate our calls with your CRM so phone leads can be tracked to opportunities and the final sale. Phone leads are commonly higher value as the person calling is much further progressed down the decision making process. Score these leads higher and automate alerts so your sales team don’t let these hot leads go cold.

4. Not understanding your customers

The phone call is a great opportunity to build relationships with customers and add to positive brand engagement. Therefore listening to, classifying calls and visualising the data becomes a call centre and sales managers best friend.

If you understand first why a customer called, then what their challenges are and how to engage with them most effectively it lets you understand what your customers want which can positively influence all business functions. Not understanding them can have the opposite effect.

 

Marketing teams use call tracking to identify where their leads come from so they can generate more leads, whilst sales and telephony teams use it to close more sales and prevent lead leakage. Contact us online, or call us today to find out more.