Call Tracking: Your Secret Weapon for Unifying Marketing and Customer Service

Call Tracking: Your Secret Weapon for Unifying Marketing and Customer Service

Marketing and customer service are often looked upon as functions that are miles apart in terms of purpose and focus. Marketing takes care of attracting customers to a business. Customer service tackles the task of retaining those customers from churning. However, both functions do interact with customers on a regular basis. In fact, there is one medium of customer communication that both these functions often rely on. It is the good 'ol telephone.

Over the past decade, marketers have started using multiple channels like social media, email, and other digital mediums to make the business visible in the radar of customers. But, when it comes to pushing a lead down the sales funnel or even to close a deal, a phone call is necessary.

Also, for customers, when it comes to seeking out support for complicated issues, the first choice is usually a voice call, since it is easy and quick. Talking to a customer service agent can solve problems faster than ranting on social media or shooting multiple emails.

Can the telephone unify these two siloed functions?

Bringing two siloed functions that deal directly with customers can result in immeasurable benefits. And there is a modern telephony feature that can arm marketing, customer service and the business as a whole to deliver better customer experience. It is call tracking.

Call tracking: What is it

Call tracking is a method of mapping phone numbers to marketing campaigns or customer support tickets.

Don’t be misled by the term call tracking. It is not just about tracking phone calls coming and going out of your business phone system. Call tracking can do much more that.

Here is a quick gist of benefits that call tracking offers:

  • Link an incoming call to a specific marketing campaign
  • Segment campaigns based on region or time zones
  • Run A/B tests for automating customer service
  • Optimize marketing budgets

According to a study conducted by BIA Advisory on call monetization, annual calls to businesses from smartphones will reach 162 billion by 2019. In fact, Google AdWords is building capabilities on the lines of call tracking to help marketers make better use of all data. Some of the recent feature additions include:

  • Call only ads
  • Google phone number provisioning
  • Offline call conversion importer with revenue attribution

Call tracking: why it matters

Your marketing and customer service teams both need customer data. While marketing wants data about customer wants, customer service needs data about what went wrong after the sale. If both the data can be combined, the business can have a holistic picture of its customers. And call tracking can help combine that data.

Here are some ways how it helps in that purpose.

Segment calls by medium

A business generates leads through two main sources: organic and PPC. Call tracking allows you to assign separate numbers for organic and PPC campaigns. With call tracking, it is possible to see the volume of customers that each number receives. The customer acquisition strategy can be altered accordingly for maximum productivity.

But, how can call segmentation help customer service? The same segmentation that marketing uses can be provided to the customer service team. They can adopt different strategies for taking care of customers who have come in through the organic route and the paid route.

Measure call quality

Be it during the prospecting stage or during the after-sale stage, businesses need to measure their call quality. Right from the greeting message to the sign off message recited by a customer service rep, the business has to measure every second of a telephone conversation that transpires with the customer.

Be it during the prospecting stage or during the after-sale stage, businesses need to measure their call quality. Right from the greeting message to the sign off message recited by a customer service rep, the business has to measure every second of a telephone conversation that transpires with the customer.

Call tracking can help analyze and score calls based on the quality of the call. Constant fluctuations in the call quality score means that a standard operating procedure has to be drawn to standardize call quality across marketing and customer service.

Prepare for spikes in call traffic Segment calls by medium

One thing is certain about inbound calls — their volume is uncertain. No business can predict with certainty the volume of calls that they will receive during a particular time of the day. Despite the best calculations and predictions of marketing campaigns, the call volume is still unpredictable. The same applies to customer service as well.

It is here that call tracking can prove to be an advantage. Historical data of calls can be used to analyze and sketch patterns of call flows. Detailed reports of call density by day, hour and even segment can be easily drawn. Based on such data, marketers and customer service teams can prepare to tackle uncertain spikes in call traffic.

Marketing and customer service: Track’em down with call tracking

Marketing is a creative field while Customer service is an empathetic one. Despite their native characteristics, both the functions are heavily reliant on data and its analytics. Call tracking can give uniform data that both functions can use to augment their productivity and efficiency. As a result, the miles-apart functions can come together and work together in sync to create great customer experiences.

Read More:Harnessing Contact Center Data for Actionable Results

To know more about MAI's expertise in contact center and fulfillment services, please drop in an email now!

Recent Blogs