Business and marketers measure their marketing campaign success through analysing their return on investment.
Now that phone call tracking analytics is available at competitive costs, a true, more accurate figure on ROI is available for the first time. Through enabling call tracking, businesses and marketers are not just seeing the results of their marketing campaigns in a true light, they are also seeing call data, which provides the starting point for business assessment.
Phone call tracking improves ROI in the following ways.
Marketing
Phone call tracking records phone numbers from any online or offline marketing channel, and this can be pinpointed to specific callers, keywords used to find the site, individual advertisements including pay per click, and social media ad placements.
This information can be linked to sales, and subsequently a true ROI picture is realised.
After analysing cost vs. return, it is now possible for a business to cut marketing campaigns which are failing, and redirect the investment into marketing campaigns which are flourishing.
ROI is increased through cutting spend on marketing which isn’t working, and increasing return by investing in marketing which is selling the goods or services.
Call data
A not so publicised fact about call tracking is it provides call data for analysis. Using good reporting software, aspects such as peak time calls, the number of rings before a call is answered, missed calls, and outbound call data all become clear.
This empowers a business to restructure its sales teams to meet demand, and sharpen its customer service. With more calls being answered more quickly, coupled with hard data on productivity, return on investment is increased.
Missed calls
Missed call reports are common for business, but most client relationship management tools (CRM) will not weed out callers who have tried to phone back after their first attempt has gone unanswered. We have discovered 40% of callers will try to call back, so the question which has to be asked is:
How much time are your staff waiting calling back customers and clients who have already been called back?
Good CRM will delete callers from the missed call list who have already spoken to sales team staff.
ROI is increased through better time management.
Staff training and performance
Good call tracking software will record the conversation between staff and customer/client. These can be used to train sales teams in the best way to sell products, handle complaints, and to deal with situations which might be deemed delicate.
Working, real life examples are thought to be highly valuable from a staff training perspective, especially best – worst case scenarios. Staff are also given clear benchmarks to work towards.
Once call recording is established, it is also possible to put in place a call scoring mechanism which determines whether or not sales pitches are being delivered in accordance to company policy. This ensures the product and services range is included in every sales pitch.
ROI is increased through better trained staff delivering the entire product range.
Understanding the product and services range
As call tracking software can record which web pages are being viewed before, during, and after a call is made to the business, it is possible to determine which products and services are more popular. This can be directly linked to sales.
ROI is improved by implementing goods and services which sell, and cutting goods and services which are not appealing to customers.
Measuring Staff Productivity
Good call tracking systems will also provide data on outbound calls, and be able to pinpoint star performers whether they are individual sales team staff, by department, or by branch.
It can also determine the strugglers, which need training and motivation.
In either case, ROI can be improved through either bringing the strugglers up to speed, or by restructuring so the better sales teams are in action more of the time, or they are selling the most profitable goods.
Phone call tracking provides a basis to improve ROI though providing information to optimise the business to fulfil its potential.
For more information on call tracking and related products, please visit http://www.calltracks.com
