The path from first interaction with a customer to securing a buyer can be complicated and can often go wrong at any step. In part, these complications arises due to the varying customer preferences.
Therefore, companies are always trying to look at things from the point of view of the customer and design solutions that keep them happy.
One of the most effective ways to do this is thoroughly determining the call intelligence.
Call intelligence uses the data to personalize a caller’s experience and push them towards a positive decision.
Call intelligence is a hugely beneficial tool for the digital marketers.
It provides them the tools to personalize caller experience, expand their reach, enhance the journey of the customer towards a purchasing decision and optimize market performance of the product, among others.
With call intelligence, marketers are able to bridge the gap between online and offline behavior of the clients – connect the website clicks to the calls coming in.
This allows these two behavior patterns to be viewed together rather than in isolation, giving a clearer picture of the road map to be followed.
In this article, we will talk about the importance of call intelligence for digital marketing campaigns, and how they can be used to derive insights that tie directly into the company’s marketing strategies.
1. Scaling marketing efforts.
For any decent sized company, call centers would be running marketing campaigns on multiple fronts, including digital channels like social media, emails or websites.
Using insights from call intelligence, marketers are able to scale up their efforts as and when the traffic increases, in a free-flowing and segregated manner.
For example, you could view your analytics on a country-by-country basis, check where your assets are improving better than others and focus your activities in those areas.
You could also identify what times, audiences or messages perform the best, and take into account the number of phone calls and revenue that is generated from a social media campaign or an email campaign in these domains.
2. Customers prefer human interaction.
According to the various independent surveys, even with the existence of so many different channels of online communication , just over 60% of the consumers prefer being assisted over the phone when they have a query or are reporting an issue they face with their products.
This indicates that customers still prefer a human interaction over emerging forms such as automated resolution and self-service mechanisms.
To provide consistent and quality suggestions, agents need to rely on the patterns emerging out of customer behavior, which is derived from the call intelligence.
This allows marketers to reach out to the target customers more effectively and serve them in the way they feel most comfortable with.
3. Accurate revenue attribution.
Call tracking and associated services are all a part of deriving call intelligence.
These attributes helps to narrow down customer phone calls to the very specific events.
For example, you could narrow down a series of similar customer calls to the exact email that generated it, or the specific landing page that was put up to bring about that outcome, etc.
This helps in pinpointing a cause-effect relationship between the actions that are undertaken with certain outcomes in mind, and the actual outcomes that results out of them.
Knowing this allows the managers to make smarter decisions, focus on the areas of the budget which could bring better results and devise plans to put up marketing campaigns that generate quality leads and more revenue.
4. Personalizing the caller experience.
It is important to make each interaction have the quality of a personal call, so that customers are happy with the individual attention they get and the company is able to distinguish between the different types of calls.
Drawing out data such as the location and timing of the call, whether it is a new caller or a repeat customer, the product or service that the caller shows interest in, what marketing campaign caught their eye and prompted them to call, etc. are factors that help the agents decide to take the best course of action.
Personalizing the caller experience is an important factor in converting leads to sales, and growing your customer base.
5. Enhancing the buyer’s journey.
If a prospective customer takes the initiative to call and inquire about a certain product or service, he or she is already on the path to buying it.
However, agents need to facilitate them reaching their destination by ensuring the journey is positive.
Whether the caller actually ends up buying or not, the data helps to drive further actions.
In case of buyers, with the data that is provided by call intelligence, you can send targeted advertisements, other recommended products, ask for feedback and much more.
If the person chooses not to buy, you can still use the data you gather about them to change your marketing strategies to suit their needs in the future.
6. Expanding your audience.
One of the richest sources of data regarding a huge pool of potential clients rests with social media channels such as Twitter, Facebook or Instagram.
Based on the specifications of your product, it might be a great idea to use the reach provided by these platforms to expand your audience.
Call intelligence allows you to identify the influencer’s in every social circle, which are the nodes you look to target through the digital media campaigns.
It helps you understand the people you are dealing with on more than just a superficial level, which automatically gives you a better pitch to present to them to try and convince them to invest in your product.
7. Optimizing marketing efforts.
The basic form of call intelligence starts off with call tracking, which allows you to document the location, date, time and duration of each call.
Integrating more advanced approaches with this, helps you learn about the demographics where call outcomes are mostly positive and the ones where they are not, the percentage of callers coming through from different platforms, the influence of particular marketing strategies and the caller insights.
All of this goes into shaping the future marketing efforts, making them better suited to your client base, tailored for each individual lead and providing more comprehensive solutions. Thus, call intelligence can be harnessed to optimize the marketing efforts.
8. Gearing up for increased smartphone usage.
According to Google, 87% of Smartphone users say that they always have their smartphones with them, day or night, and 82% of Smartphone users claim to turn to their phones to help them decide about whether to buy a product or not.
These numbers are already very high and are only going to increase moving forward.
Smartphones bring a new dynamic into the marketing industry.
Marketers need to make content that is mobile-friendly, technology needs to be largely app-based, online portals need to be recognizable and best call centers fielded queries need to know that the person on the other end of the line could be in the middle of the road, meaning they are far less likely to give you time to process the situation.
9. Discover which strategies works for you.
The ultimate benefit of implementing call intelligence is a dynamic feedback mechanism.
You get to know exactly what works for you and what doesn’t.
Moreover, you get the information on a wide range of divisions, such as the locations where certain strategies work, the demographics that respond to certain actions, or the performance of your marketing strategies against standard practices of your competitors as well as performance of your previous strategies in the same demographics.
These trends not only help to determine the success or failure of a move, but are also the biggest influencers in determining the next moves, in a cycle that ensures continued accuracy and growth.
The Case Study
Digital metrics may be easier to measure and graph, but call records provide the most comprehensive indications for any company looking to devise a data-driven marketing strategy.
Therefore, call intelligence occupies a crucial role in shaping the strategies based on the insights provided on-call by customers and potential customers themselves.
The use of call center software to derive this intelligence opens up huge business opportunities for companies looking to expand and grow their influence in the market.
To demonstrate just how important call intelligence can be in shaping the effective digital marketing strategies, let us take a look at the example of Surefire Solutions, a telemarketing agency that provides call center solutions for a large organization, as a case study to understand its effects.
Through the course of this case study, we will take a look at the situation that the company was initially in, with special attention to the challenges it faced on a day to day basis.
We will also look at the solutions that were proposed to counter these challenges, and how they were implemented.
We will then see the result of implementation of these changes in terms of providing the telemarketing software solutions, and whether it translated to a positive outcome over the short and long terms for the company.
The Problem Scenario
Surefire Solutions had been slipping from the top over the last few years, mostly due to their inability to master digital marketing in an age where there competitors were fast completing online sales and gathering new customers.
The company was looking to effectively use the data they had to devise a new marketing strategy that would be designed keeping the youth in mind, would have significant online presence and would cater to the needs of individual leads at a personal level, thereby ensuring that their clients remained satisfied with the quality of service that was being provided and chose to stay loyal to them.
They were looking to also tap in to the younger customers as a means to expand their reach and scale up their operations.
The problems that the company faced during its operations are listed below.
1. The company was not able to personalize the interactions they had with the callers, as a result of which many customers felt like they were not given individual priority of service.
Moreover, sometimes the answers provided did not seem relevant to all the demographics.
2. The software being used was not able to extract intelligence from the voice calls, the same way it could for text responses over the other channels of communication.
This was costing the company a lot in terms of building data-driven models to help their business.
3. The metrics being used as key performance indicators were not giving a clear picture because sales were down in spite of employees scaling high on the KPI scores.
The solutions that were proposed to counter the challenges faced are listed below.
1. The company brought in the best call center software, which gave them the call intelligence and allowed them to work seamlessly with the data coming in through voice calls as well.
2. Call intelligence was used to come up with specific targeted online campaigns , which provided users with a very personalized pitch on the value proposition of the product being marketed.
3. Once marketing campaigns were more finely defined, KPIs were revised according to the correlations provided by the data from calls.
The new KPIs coincided with the factors that influenced better sales in different locations and demographics.
The first year after the implementation of these changes saw a 10% rise in the revenue generated through sales.
Marketing budgets were then drawn on the basis of the trends projected over the year.
This led to far better engagement with potential customers, with the conversion ratio increasing almost two-fold, and greatly boosting the customer base of the company.
Over the next few years, there was a consistent growth in sales figures, as well as an influx of new customers associated with the brand, many of them being younger people who are well-versed online.
Thus, we can see how implementing the right tools, in addition to the right call center software solutions, can make a difference to the impact of digital marketing campaigns for a company.
Following the tips given here will surely enhance your company’s growth and help you retain more and more customers as you grow.