How Automatic Call Tracking Can Improve Your Business
Inbound Call Tracking
Let’s begin with the basics of call tracking and how this can improve your business.
Phone calls remain a valuable source of leads for a business. A Google study published on bizreport.com found that 70% of mobile searchers call a company directly from search results to make purchases. What’s more, ads on Google search generate over 40 million calls a month.
Therefore it’s essential to track and record where your inbound calls originate and monitor how well your business manages them. Placing a unique call tracking number on each listing helps you achieve this goal.
Let’s say you establish that Google now generates 80% of your calls. Wouldn’t you now like to know what the caller wants? Is it a support call, sales call or possibly someone trying to sell to your business?
You can find this out by adding IVR menu options to your Call Tracking number. The system will capture the IVR selection and, therefore, the caller’s intent.
Taking this approach might unearth some previously unknown facts. Such as, whilst Google generated 80% of your inbound calls. Maybe only a handful are sales calls. Perhaps you have a listing on a trade association site which only generated 5% of your calls. Still, when you added the IVR menu, you found that almost 100% of them were sales calls. Think of what you can do with this data. How could it change your media planning and approach to your company listing strategy?
Improve processes and increase sales conversion
It’s also essential to manage your inbound calls more effectively as phone calls have a higher conversion rate than any other form of enquiry. An average sales call in South Africa lasts 2.5 minutes (source: Logimeter), suggesting that customers are interested in connecting with a human during a purchase. The conversion rate of calls into sales is 250% more than internet enquiries. We think this makes sense when you consider that most buyers need to ask questions about the product, price, delivery, contracts and more during the buying process.
How can you do this via an internet form? How can you do this with a chatbot? How can you do this via a messaging platform? You would be typing for a long time!
If you are interested in learning more about inbound call tracking, please book a demo with Logimeter by visiting https://www.logimeter.com/book-a-demo/
Outbound Call Tracking
Outbound call tracking is the process of tracking and recording phone calls made by a business to its customers. Outbound call tracking can be beneficial for any team that makes outbound calls – for example, sales teams, account managers and support teams.
For this blog, we will unpack a great way to track the productivity of your sales team to ensure they are meeting your call activity targets.
Equipment Requirements For Call Tracking
To start, what equipment do you need? The good news is that there is no need for an expensive PABX system or Telecoms package. All that is required is to add a plug-in (or extension) to the Google Chrome Browser. Then, outbound calls can begin to be tracked, recorded and monitored. It’s as simple as that.
Here is an example of a plug-in. https://chrome.google.com/webstore/detail/logimeter-click-to-call/cmgcgpemdaebldholicdimbdcbmfjidg
This plug-in also comes with a dashboard which shows how many calls each salesperson makes, whether they get through to their customer, how long they spoke, and what each call’s outcome was. It also records the calls.
The salesperson determines the call outcome by selecting what happened from a survey read to them at the end of each call. Then, whatever they choose is added to the call record and displayed in a customer portal.
Now, as a Manager, you have a toolkit that provides you with productivity and quality of work measures. You can quickly see how many calls are being made by each employee and which are converting. You can then use this information to focus your training initiatives and interventions on the salespeople needing it most. This approach should, after these interventions, result in a material uptick in your call-to-sale conversions.
In addition, this plug-in comes with employee-specific portals, where your salespeople can access their call recordings, add customer names, and insert call notes. They can also add or edit their post-call qualification if they forget at the end of the call. This approach makes sales follow-ups easier to manage as all records are in one place.
As we have seen, automatic call tracking can provide many business benefits, including increased sales and improved customer service. If you would like to learn more about how these products can help your business, please book a demo with us by visiting https://www.logimeter.com/book-a-demo/