Making informed business decisions with call analytics
Remember that page full of graphs and pie charts that you get with your phone bill? How many times have you actually sat down and read your call detail report? Have you ever thought of using it to predict customer behavior in order to gain competitive advantage in your industry? Although readily available, most entrepreneurs make the mistake of ignoring this data and failing to apply it to their business processes.
Call analytics involves the use of gathered call information to make relevant, accurate, timely and smart decisions that increase your business’ productivity and profitability. Reports typically include the origin, time, duration, and peak days/hours of phone calls. To fully utilise this source of information, here are some practical applications of call data in increasing sales.
Evaluating Your Current Marketing Strategies
Inbound numbers are great tools for determining which marketing efforts produce leads that convert into sales. Increase the velocity, rationing and targeting of your existing marketing programs as needed. Use a different inbound number for your website, flyers, and referrals so you can eliminate advertising channels that aren’t making ROI. Your reports will give you the ability to track which channels are getting the most calls and which aren’t.
Filtering High Quality from Low Quality Leads
Analysing call duration helps you distinguish high quality from low quality sales leads. Short calls are typically wrong numbers or hang-ups. If your calls are typically long but don’t convert into sales, you can improve your scripting or tweak your sales process to increase conversions.
Reports also include the origin of your inbound calls. Reduce costs through effective and responsive management by channeling your efforts towards locations with high quality leads that are more likely to convert into sales.
Integrating Data for a Better Understanding of Customer Behavior
Make data concrete by integrating it with your other CRM tools. System features such as call recording makes your knowledge of customer needs more in depth. Not only do you get the caller profile, but also the content of the conversation and determine what contributes to closed sales and what practices can be improved to minimise missed opportunities.
Call Volume/ Call Trends
The volume of calls and their origin is vital information to have, most especially if you are intent on strengthening your local or national presence. Consider expanding your services to locations where your callers are highly concentrated. This data can also be used to justify staffing and scheduling decisions. Knowing your peak hours helps you make sure that missed calls are minimised and customers don’t stay on hold for too long.
Track the productivity of your staff in terms of calls answered, calls closed, and generated revenue. Calculate phone call conversion rate by dividing the number of phone calls which resulted in a sale by the total number of phone calls. This is valuable data when it comes to justifying changes in business processes related to quality and improved service delivery.
Remember that having a few tools utilised to its maximum potential beats having a packed toolbox with items you rarely use. Take advantage of the information available to you to make better business decisions. To know more about other ways your communications technology can help your business, visit us at ALLTEL or call us at 1300 ALLTEL.
Share this article
About the Author
Trent Brinsley is Chief Operating Officer at Alltel Australia, which he’s built up from a startup into a major national player. His experience in sales, small business management, and telecommunications enable him to lead Alltel to new heights through innovative solutions that focus on exceptional customer service.