February 27th, 2019

How Much Call Tracking Does Your Company Need?

Although call tracking technology is an essential component of modern business, it isn’t a one-size-fits-all solution. Businesses use call tracking in a variety of ways. Some companies require only very minimal call tracking, while others will need to use full-blown AI and analytics.

The degree of call tracking your company needs depends on its size. For example, enterprise-level businesses may need advanced call tracking solutions that will give them access to the most extensive sets of data. For a mid-sized company, solutions that generate some useful insights without being overly complicated may be the best solution. Lastly, small businesses may only need the most basic level of tracking.

Keep in mind that what works for one category of business might not work for another, and the right level of call tracking will depend on the unique needs of your company.

What Call Tracking Is Right For Your Company?

Each level of call tracking has its benefits. Progressing through each to reach the right degree of call tracking for your business is a journey in and of itself. It’s critical to identify where you already are before deciding which level to take on. Here are five questions you can ask to determine where your call tracking currently stands and where it should go in the future.

Are You Starting From Scratch?

If you have no call tracking at all, then you’re at this level. At this stage, you have to decide whether your business can benefit from call tracking. If your company relies on customer phone calls for sales, the answer to this question is almost always “yes.” Keep in mind that phone calls boast conversion rates of 30 to 50 percent. That makes them among the most effective channels for driving sales. As a result, it’s beneficial for your business to implement at least some call tracking to gain insights into the sources of its phone calls.

Do You Use Minimum Call Tracking?

The next step up after starting from scratch is a basic level of call tracking. At this level, you’re tracking the number of calls generated by your marketing channels. You’ll find out which campaigns generate the best call volumes and which mediums and sources are best. Basic call tracking won’t keep track of customers throughout your entire sales process but will give you useful insights. These insights can be useful for SEO purposes and landing page optimization.

Are You Tracking Customers Through the Entire Pipeline?

At the next level, your business tracks customers through every step of the sales process, from their first engagement with your marketing campaign to the completion of a sale. Call tracking software can be used to route high-value leads to agents. You likely have stages of a lead ranging from cold, to ready to buy. Your call tracking system possibly links to your CRM. This method is how you’re efficiently gathering data and building digital profiles of each customer.

At this stage of tracking, you’ll also be able to determine which campaigns generate the most sales. For example, are your print ads outperforming your digital ads? As a result, you can further optimize your campaigns and landing pages to improve sales and revenue.

Do You Get Deeper Insights From Your Data?

More advanced call tracking solutions can give you access to a wealth of information that can help your business. Keyword call tracking, for instance, lets you know what keywords a caller used to find your number. Also, granular data based on call status, can help you to identify excessive wait times. So, it clues you into customer dispositions. Through such insights, your business may be able to both save money by optimizing its call center for maximum efficiency and increase its revenue by providing customers with a better experience.

Likewise, using call tracking to measure PPC campaign performance can help you advertise more effectively and adjust your ad spending to achieve higher ROIs. By implementing tracking in conjunction with call recording, your company can even use real calls to better train its agents and improve customer service.

Does AI Need to Enter the Picture?

At the very top of the stack is AI-powered call tracking. Artificial intelligence systems can process large amounts of data. The processing power reveals useful insights that would otherwise go unnoticed. One example is using an artificial intelligence system to review recorded phone calls for words and inflection.

The AI system can recommend potential keywords to use in your marketing campaigns based on the language your customers themselves are using. Likewise, you can use AI to evaluate customer sentiment. That means, identifying tone and which service approaches result in more positive or more negative customer reactions.

So, Where Should Your Business Be?

Now you should have a relatively clear idea of where your company’s need for call tracking currently stands. Where you should go from here, though, is a more difficult question to answer. Ultimately, your business should have the level of call tracking that is most beneficial to it. Make sure you don’t overdo it. If you only need fundamental marketing insights to optimize campaigns, rudimentary monitoring may be enough. If, on the other hand, you want more in-depth insights into your customer base and improved marketing metrics to optimize ROI, a more advanced option is likely needed.

For many businesses, the answer will be somewhere in the middle of the spectrum. AI may be too advanced and expensive, especially if you don’t have the resources to make proper use of its insight. Ignoring call tracking altogether, though, puts your business at a marked disadvantage. 51 percent of customers routinely call companies after seeing their mobile search ads. Customers who place inbound calls convert 30 percent faster than purely digital customers.

These statistics clearly show why your business should be using call tracking. With proper implementation, you’ll drive more calls and improve the way your representatives handle them.