What Makes the Customers Call
Despite the exceptional insights provided by call tracking and
intelligence programs, only five percent of companies that could benefit from
this technology current use it. A big reason for this is lack of understanding
with how these programs work.
With many other
platforms already in existence, business owners may feel that using call tracking with
artificial intelligence would just be another time-consuming thing to
manage. Search marketers have focused on other tools to obtain acquisitions and
conversions as well as dominate the market. They’re under constant pressure to
justify their ROI while overlooking the importance of achieving the single
customer view. This is exactly what call tracking and intelligence offers.
Why
Brands Still Overlook Phone Calls
Most American-based companies are great about tracking customers’ online activity. However, they’re leaving a seeming black hole by ignoring the need to track phone calls. Knowing what makes customers call is essential to understanding the big picture of their journey. Some businesses are slowly starting to understand this and have invested in campaign-level call tracking that provides specific phone numbers for different advertising campaigns. Unfortunately, this doesn’t go far enough.
The emphasis in today’s marketing climate focuses on personalizing
the customer’s experience. That means marketers must understand every interaction
their client base has had with their brand. This includes right up to the time
of making the phone call. Call Intelligence delivers remarkable
insights into each step of the customer process by integrating data from
external sources like Salesforce and AdWords. It determines the original point
of customer contact, the impact of various campaigns, and behavior while on
your company website. These actions all lead up to the customer picking up the
phone.
Service
Quality Improvement
With Call Intelligence insights from Call Sumo, you know exactly
why the customer called. This makes it easier to allocate funds to specific
advertising campaigns in the future. It also informs you which keywords perform
and are worth the investment. With real-time access to personalized data about
each customer, call center agents can offer tailored, exceptional service to
every caller.
No
More Blind Spots
Although most people in the millennial generation conduct research
about a product or service online, nearly two-thirds prefer to speak to a real
person to confirm details before following through with a purchase. Marketers
simply can’t afford to remain in the dark about what makes their phone
ring. With Call Sumo tracking software
enabled, your agents can provide experiences that surprise and delight your
customers.
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