Marketers Should Analyze What Happens on Inbound Calls to Improve ROI (Sponsored)

Marketers who still haven’t added inbound calls to their customer journey analytics should make that a priority in 2018.

Even in today’s digital world, many purchases don’t happen without a phone conversation. Phone calls are an important part of the customer journey for industries with complex, expensive, infrequent, or urgent purchases. And as smartphones emerge as our de facto device for researching purchases, we’ve seen an explosion in marketing-driven calls — calls to US businesses from mobile search, social, and display advertising alone are predicted to reach 162 billion in 2019, a 110% increase from 2014.

On the one hand, this emergence of voice and phone calls as a premier engagement channel is great news to businesses and their agency partners. A recent study by Forrester found that customer who initiate inbound calls convert faster, spend more, and have a higher retention rate that those that don’t. But on the other hand, it can be problematic for marketers who have no visibility into the calls and conversations they generate to stores, dealerships, call centers, and other business locations.

Mine Marketing-Driven Conversations for New Customer Insights

To prove and optimize ROI, it’s crucial for marketers to know not only what drives these valuable conversations, but what is actually happening on the calls. Phone conversations are a rich source of data, and marketers can use insights from what happens on calls to better measure performance, improve lead generation, fine-tune digital ad targeting, reduce CPC (cost per call), and help their business convert more callers to customers.

Marketers analyzing phone conversations can do so using several methods:

  • Call Recordings and Transcriptions: Phone conversations are automatically recorded and transcribed for manual review.
  • Conversation Analytics with Keyword Spotting: Marketers can filter calls by location, marketing source, spoken words, and more to generate relevant lists, then drill into each call recording and transcription for deeper analysis.
  • Artificial Intelligence (AI) and Machine Learning: AI analyzes what happens on calls for you to unlock insights, make predictions, detect problems, and automate best actions.

Here are 5 examples of how marketers at innovative brands generate insights from what happens on calls. The businesses in these examples are using DialogTech’s AI and conversation analytics that is part of their call tracking platform to uncover insights. If you wish to read more about these and other examples, you can download our new eBook, The Marketer’s Big Book of Call Tracking Success Stories.

1. Use AI to Automate Phone Lead Quality Analysis

Comfort Keepers is one the nation’s leading providers of in-home care for seniors, with over 450 global franchise locations. It’s important for the Comfort Keepers marketing team prove to each franchisee that they are delivering leads — both online and over the phone — that are impacting their business.

Since phone calls make up 70% of their marketing conversions, the Comfort Keepers marketing team uses AI to automatically analyze the calls they are driving to each franchisee to determine lead quality. They can then deliver detailed reports proving the value they are providing to each location. “Instead of saying, ‘Hey, we drove 2,000 calls this week,’ I can say we drove X number of new customer calls, X number of new caregivers, existing caregivers, and other without listening to every single phone call,” said Bryan Huber, Global Director of Digital Marketing at Comfort Keepers.

2. Identify and Assist Underperforming Business Locations

Sylvan Learning is the leading supplemental education resource and enrichment program provider for children in grades K-12, with more than 750 locations. Sylvan’s marketing team uses conversations analytics to monitor what is happening on the inbound calls they send to their 750 locations.

“If there is a certain brick-and-mortar location whose numbers aren’t measuring up to the rest of the system,” said Seth Lueck, Senior Online and SEM Manager at Sylvan, “we will dig into the Conversation Insights to look if they are seeing more calls than normal going to voicemail, if they are promoting a national offer…and that allows us to proactively reach out to them and provide those recommendations.”

3. Identify Calls to Use for Sales Training and Coaching

Monroe Engineering is a world leader in the distribution of industrial components with superior value and incredible customer service. Nearly 70% of customers shopping for products engage with Monroe by calling. They use DialogTech to automatically record and transcribe phone conversations for all Monroe locations. “We monitor phone calls for quality assurance,” said Kevin Budzynski, CMO at Monroe, “and our sales managers use DialogTech to randomly pick 10 to 15 calls to review during sales meetings for training and coaching. We love the transcription service. And the keyword spotting technology searches through transcriptions to pick up calls from different product lines to see what people are calling about.”

4. Mine Phone Conversations to Improve SEO and Website Conversions

Central Restaurant Products is the leading wholesale distributor of foodservice equipment and supplies for hotels, restaurants, and food retail and grocery stores. For Central, phone calls are huge business drivers, making up 56% of orders and 81% of total revenue. They use DialogTech to analyze what happens on the calls their marketing generates.

“We use DialogTech’s conversation analytics technology quite a bit,” said Nathan Smith, Marketing Database Analyst at Central. “For example, we can quickly look at the source of a call – say a Google shopping ad – then dive into the actual phone conversation to see if it was a quality lead. Or we can analyze calls from a specific product’s webpage to see what questions callers are asking, then have our content team update the details on that page to answer them.” Fine tuning the content on webpages for what shoppers are searching for enables Central to not only improve SEO, but convert more website visitors to customers.

5. Determine if the Caller Is a New Lead or Existing Customer

Many marketing teams only care about generating leads from new consumers. They don’t want to waste media spend and impressions to get existing customers to call. One such organization in health care — a dental support organization (DSO) with 25 offices nationwide — analyzes the phone calls they send to each location to determine if they are a new or repeat caller.

To do it, the marketing team has selected a robust set of keywords for both the caller and the agent that, when spoken during a call, indicate the nature of the call and whether it is from a new patient or existing client. They use DialogTech’s conversation analytics to automatically tag calls where these words and phrases are spoken and list them for the DSO’s marketing team to review, along with detailed information on the marketing source of the call. It saves the DSO time while providing actionable insights.

“Seeing that AdWords unbranded keywords generate calls and appointments from new patients at a higher rate than direct mail in a specific market, for example, is powerful data to improve our marketing and reduce our cost per call,” said the Director of Marketing at the DSO.

Next Steps to Learn More

If you are interested in learning other examples of marketers increasing ROI by tracking and analyzing inbound calls, please download DialogTech’s new eBook, The Marketer’s Big Book of Call Tracking Success Stories.

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