Use your call data to improve your business! Go beyond simply tracking calls and capturing caller data to comparing that information with other data, tying it back to relevant business objectives, and taking action accordingly.
Having your call data immediately available at your fingertips allows you to tweak marketing campaigns mid-stream to improve performance. Or address a missed call before its too late. Or modify your staffing schedule to handle peak calling periods and reroute unanswered or busy calls in real time.
Our sophisticated call tracking and visual reporting tools, combined with our ability to incorporate virtually any piece of data, will provide you with whole new perspectives on how to grow your business. Here are three specific ways you can use your call data in new ways.
Identify areas to expand your business
What if you could view your call data on a map, either by individual calls or layered with other data such as population density, income demographics and sales? Would it be helpful to instantly see where your current customers are located or which areas may be ripe for additional stores?
Franchise organizations can also use
this information to value their territories.
In order to fully exploit your call data in this manner, you’ll need to incorporate advanced georouting, which simply “codes” each call with latitude and longitude markers so it can be plotted on a map. The call data can then be viewed and compared with other data to identify patterns and trends quickly. Seeing disparate, complex relationships laid out visually may give you an “Aha!” moment where, within a matter of seconds, previously hidden trends practically leapt off the screen.
Improve the ROI of your marketing efforts
You’ve launched a new marketing campaign with your typical tracking procedures in place. But if there’s a time lag between when responses come in and when you receive and process the data, you may not be able to make campaign changes in time to improve results or fix problems.
A better scenario would be to see results in real-time, so that you can stop funding ads that aren’t working and put more resources behind those that are.
By assigning different toll or toll-free numbers to different ads, incorporating enhanced call tracking to obtain call data in real time, and plotting that data visually, you can make any modifications needed to improve response rates — or stop spending money on promotions in areas that aren’t producing results.
- Monitor calls by day, by the hour, across markets, toll free numbers, etc.
- Make corrections during the campaign to maximize completed calls.
- Apply different scripts to adjust call duration.
Monitor and improve the quality of your customer experience
Whenever a customer has a poor experience, he or she may silently switch to a competitor. Worse, that customer may switch to a competitor and blast his or her story all over the Internet, driving away other potential customers.
Customer experience problems that relate to phone calls typically fall into two categories: getting calls to the right place as quickly as possible, and ensuring that the callers are handled appropriately.
Nothing is more frustrating than being transferred two or three times before finally connecting with the right staff member or the right store, or being told by a staff member that “it’s not my job.” Close seconds include dropped calls, missed calls, and long hold times.
These problems can be identified — and addressed — through proper tracking and analysis of your call data, including length of calls, hold times, and dropped/missed calls. Call recording can also be added to monitor staff conversations for quality.
Once you understand where problems occur, simple process improvement techniques can be applied to catch problems early and to refine workflows to provide the most efficient handling of callers.