Calls are still the primary channel for customers to contact businesses for questions related to products and services. But when running a company, you must remember that calls don’t only revolve around building customer relationships. They can also provide valuable insights into agent productivity, customer needs, and growth opportunities. This is why call analytics can make a difference to your business performance.
Many leading companies and marketers use call analytics solutions like Drop Cowboy and others to implement a data-driven approach to call channels, achieve a high call conversion, and improve customer experience. Depending on your needs or goals, you can also take advantage of call analytics. To know how it affects your business performance, it’s best to learn what it is and how it works.
What Is Call Analytics?
Call analytics involves measuring and analysing data collected from calls using tools or software. It’s a crucial marketing tool for businesses that rely on phone calls to get valuable insights.
To obtain data, call analytics software uses techniques including call reporting, call recording, and call tracking. Other tools similar to Auto Dial even use speech analytics to provide more detailed and comprehensive information for every call.
- Call Tracking: It usually involves collecting data, including the customer’s contact details, length of the call, and time or day of the call. In other cases, call tracking can determine the overall number of calls you receive from specific marketing or ad channels. This way, identifying inefficient ads is much easier, saving some of your marketing budgets.
- Call Recording: It provides users with the ability to record every conversation. It allows businesses to listen to such conversations and review them. The good thing about call recording is that it can help resolve customer conflicts and improve service quality. Without it, your business may lose valuable insights that you use for future campaigns.
- Call Reporting: It’s another component of call analytics that uses reporting functions to track vital metrics and indicators essential to understand your company’s overall performance. The data from call reporting are often presented visually in dashboards, graphs, or charts.
- Speech Analytics: It’s a tool that companies use for automating listening calls and analysing conversations. During the process, speech recognition technologies are used to determine particular phrases or conversations’ emotional nature. It lets you find dialogues with emotions, themes, or certain keywords. All of these will help you analyse your customer’s behaviour and assess your employee performance.
Now that you know the basics of call analytics, it’s time to understand how it can affect your business performance. Read below to know more.
Ways Call Analytics Can Affect Your Business Performance
One of the best things about call analytics is you can identify areas for improvement that’ll level up your business performance. Using data from call analytics can also help you provide better quality service for your customers.
If you’re unsure about how call analytics can help your organization, here are the ways it can affect how your business performs:
1 – Allow You To Create Effective Marketing Campaigns
Aside from getting insights about your campaign’s effectiveness, call analytics may help you create more efficient marketing campaigns. It gives you a better understanding of what works best for your business and allows you to make necessary changes to improve your current campaigns.
To use call analytics when creating marketing campaigns, here are some tips you can consider:
- Determine Your Goals: Before you analyse the information from call analytics, you should determine your goals for each campaign you wish to launch. Do you want to drive more traffic to your social media profiles? Or do you want to widen your reach to increase conversions? When you know your goals, implement the data well on your campaigns for better results.
- Set Up Call Tracking: If you want to use call analytics for your marketing campaigns, call tracking must be used. Without it, you may not know which inbound or outbound calls, phone numbers, and missed calls are coming from your campaigns.
- Evaluate Your Data: Check the number of text messages or calls coming from your marketing campaigns and the conversion rates. This will help you understand or analyse which parts of campaigns need improvement and what works fine.
- Make Modifications When Necessary: If you’re not happy with the campaign’s results, never hesitate to make some modifications and try it again. You may change your content, call-to-action (CTA), and offer. You may also try other marketing channels or target a more diverse audience.
- Measure The Results: Check your call analytics data to see if there are improvements from your modifications. If you don’t see results, don’t stop experimenting in terms of tone, CTA, content, and channels until you hit what’s right for your campaigns.
In addition, evaluate the data carefully so that you can implement it right for your campaigns. Once you understand call analytics data, you’ll be better at creating marketing campaigns.
Call analytics can make a difference to your marketing campaigns. If you’re unsure about your future campaigns, always use the data from call analytics to stay on the right path.
2 – Give A Better Understanding Of The Target Audience
As a marketer, your main priority should be learning more about your target audience. By analysing and listening to customer calls, you can learn more information about your customer profiles and better understand your audience.
Call analytics can also help you gather helpful data, including:
- Customer’s interests
- Contact information
- Device used
- Geographic location
- Time and length of the call
The good thing about call analytics is that you don’t need to consume more time collecting the above information. Your system does the job for you.
In addition, reviewing the content of calls can let you know your customer’s impressions of your brand, offerings, and service. Knowing who your audience is and getting deep insights may allow you to create effective campaigns, increasing the odds of winning more customers.
3 – Provide A Bird’s Eye View Of Your Marketing Campaigns
To prove your marketing’s return on investment (ROI), you should measure both offline and online conversations—but tracking conversions from calls can be challenging. It’s where the secret to call analytics lies. The more data you get, the better you’ll know how your campaigns work.
Generally, call analytics enables you to track inbound calls from every campaign, allowing you to prove its effectiveness. If you notice an increase in calls but gain few conversions, the problem lies with those handling sales calls. In this case, review and optimize your marketing campaigns to get better results over time.
4 – Improve Customer Experience
Call analytics provide detailed information on how customers interact with your sales team. With that data, businesses can determine areas that require improvement to upgrade customer experience.
More often than not, call analytics can reveal customer pain points such as long wait times or unhelpful agents. All these should be addressed effectively to improve your customer satisfaction.
Once you improve your company’s customer experience, it may result in higher retention rates, word-of-mouth marketing, and increased customer loyalty. As a result, it can significantly impact your company’s performance.
5 – Reduce Leads Loss
Missed calls are missed potential clients. Therefore, you should avoid missing customer calls to increase your sales and boost business performance. To do this, use call analytics to your advantage.
Call analytics helps you check hangs-up that must have been responded to by your team members. It can also monitor the number of missed calls and when they come in.
For instance, call analytics will show you when most customers are calling your organization. If it’s after working hours, you might need to redirect calls or assign a team who can work during this period. Doing so will help you gain more leads and stop losing customers.
6 – Enhancing Agent Performance
Call analytics give businesses valuable insights into how agents perform, allowing them to identify areas where agents may need additional training or support. For example, analytics can help identify sales reps with the longest average handling times, the lowest first-call resolution rates, or the most escalated calls.
With this information, businesses can provide targeted coaching and training to improve agent performance, resulting in faster call resolution times, higher customer satisfaction ratings, and increased revenue.
7 – Ensure Compliance
Every sales rep is bound to make mistakes. Unfortunately, the consequences of these errors can be high for any business, especially regarding compliance issues. By having calls and conversations analysed, you can easily monitor adherence to compliance rules, enabling you to protect your reputation and customers’ rights.
The speech analytic functions in call analytics software can help businesses quickly identify non-compliant behaviours during calls and reduce the number of penalties or fines for such problems. It also boosts your business performance and increases customer loyalty.
8 – Help Determine Your Staffing Needs
If you want to maintain your business performance at its peak level, call analytics can help you determine whether or not you need more staff. As your business grows, you’ll require more workforce to accommodate your customers’ demands and needs.
To help you know when to hire staff, use the data from call analytics. The factors that you should pay attention to are as follows:
- Call Volume: By evaluating your company’s call volume, you gain insights into the number of calls that come in during the day. With this information, you’ll know how many staff you need to answer every call at a particular time.
When using call analytics for staffing needs, it’s helpful to visualize the data. Luckily, most systems offer data in the form of graphs and charts. Through this, you’ll quickly spot patterns, allowing you to make better decisions on hiring more staff. - Call Duration: The call duration may mean various things to different companies. If you’re running a restaurant franchise, your goal is to take orders by phone efficiently without wasting much time.
For others, longer call durations may mean better call quality and a greater chance of achieving successful conversions. Therefore, when looking at the call duration information, you need to analyse it through your own lens.
Knowing call duration can help determine staffing needs as it considers how long your sales rep will be busy and unavailable to handle other calls. It can also indicate whether refresher training is needed or if you must make a few changes to improve operations. For example, if calls take longer than usual, you might need to implement tools or provide additional training to your team to improve their performance. - Call Source: It’s essential to track call sources, particularly if you use several phone numbers for your business. It’s even something you should seriously consider when you don’t have multiple numbers.
The best thing about different phone numbers is that you can easily assign another number to your marketing campaigns and assess their performance. For instance, if you’re using a specific number on your website, you must have another number for direct mail and other campaigns. That way, if you know the call sources, you can determine which phone number requires more staffing attention.
9 – Attract More Customers
Call analytics allows you to understand the performance of your marketing campaigns. It means you can determine which ones bring in more leads and which you can modify to ensure high-performing campaigns.
In short, you can maximize your sales potential with call analytics as long as it’s done properly. You may even track which keywords drive customers to your company. Combining keywords with compelling copy can boost your conversions over time.
10 – Provide Real-Time Reporting
How your business performs depends on your smart decisions using accurate data from call analytics. This is why it’s essential to get real-time reporting to support your decision-making process. With it, your business can access up-to-date and accurate information, allowing you to make well-informed decisions.
Thanks to call analytics, business owners can get an overview of how calls are handled and how your sales reps perform through real-time reporting. Depending on the information from the reports, you can improve your call-handling process to ensure your customers get the best possible service from your company.
Conclusion
Call analytics is useful for businesses of all sizes. Not only does it help capture leads, but it may also help you win more customers. Moreover, call analytics provides in-depth insights into your customers’ behaviours and demographics, allowing you to deliver a more tailored experience.
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