February 27th, 2019

How Much Call Tracking Does Your Company Need?

Although call tracking technology is an important component of modern business, it isn’t a one-size-fits-all solution. Different businesses use call tracking in a variety of ways degrees. Some companies require only very minimal call tracking while others will need to use full-blown AI 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 largest possible sets of data. For a mid-sized business, solutions that generate some useful insights without being overly complex may be the best solution.

On the other hand, 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.

Each level of call tracking has its own benefits. Progressing through each to reach the right degree of call tracking for your business is a journey in and of itself. It’s important 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, you’re at the level of starting completely from scratch. 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, making them among the most effective channels for driving sales. As a result, it will most likely be beneficial for your business to implement at least some call tracking to gain insights into the sources of its phone calls.

Do You Use Only Minimum Call Tracking?

The next step up after starting from scratch is a basic level of call tracking. At this level, you can track the number of calls generated by your marketing channels. You can also find out which campaigns generate the best call volumes. Basic call tracking won’t keep track of customers throughout your entire sales process but will give you useful insights into where your calls are coming from. 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 can also track 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 quicker by 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, as opposed to simply the largest volumes of phone calls. 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?

Beyond simply helping you optimize your landing pages and identifying keywords, more advanced call tracking solutions can give you access to a wealth of information that can help your business. Granular data based on call status, for example, can help you to identify excessive wait times that may give customers a negative impression of your company. 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 to reveal useful insights that would otherwise go unnoticed. One example of the application of AI in call tracking systems is using an artificial intelligence system to review recorded phone calls for similarities in the words used by callers.

Through this analysis, the AI system can recommend potential keywords that could be used in your marketing campaigns based on the language your customers themselves are using. Likewise, you can use AI to evaluate customer sentiment and identify which service approaches result in more positive or more negative customer reactions.

So, Where Should Your Business Be?

Based on the answers to these questions, you should be able to get a fairly 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. If you only need basic marketing insights to optimize campaigns, rudimentary tracking may be enough. If, on the other hand, you want deeper 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 technological or human 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, and customers who place inbound calls convert 30 percent faster than purely digital customers. Combined with the higher overall conversion rates associated with inbound customer calls, these statistics clearly show why your business should be using call tracking to drive more calls and improve the way your representatives handle them.