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Call Analytics: What Are They and How to Use Them?

What are call analytics?

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To execute smart marketing strategies that will increase your business’ visibility and awareness, marketers need to know what exactly your target audience wants and how to best appeal to them. And one of the ways that they can study this is through call analytics. Here we look at how call analytics works and why your business needs to invest in this marketing tool.

Why Call Analytics is Necessary for Business

Most marketing revolves around digital tactics. However, what can one learn from offline tactics such as phone calls and text messages? And how can that data be used to improve customer response? This is where call analytics comes in. By studying call tracking analytics, marketers can identify which channels are working well and which need more work.

When customers are looking for a new service or product, they will often reach out to the business via phone calls to learn more. However, digital marketing metrics don’t usually cover call outcomes. And this information is often valuable.

How Does Conversation Analytics Work?

Call analytics can help your marketing team gather information about calls and their outcomes so you can use this to your advantage. Your team can analyze calls individually or collectively, depending on the type of data you are looking for. Call analytics helps you analyze:

  • Individual calls to study how particular calls go, why they succeed or fail
  • A group of calls to determine their source and how they impact your business

So, how do call analytics work?

  1. Replace your numbers with call tracking virtual numbers.
  2. Use different numbers for different channels (one for your main number, one for social media, one for different locations, etc.).
  3. Measure and track results from each of these numbers and channels.
  4. Boost your marketing ROI by spending more on high-performing lines as opposed to low-performing lines.

Top Features of Call Analytics

For companies that use phone numbers as their main call-to-action, call analytics can give great insights into which areas of marketing are more successful than others. This is done by evaluating various call analytics features such as:

Advanced Reporting

In order to conduct call analytics, one must have access to advanced and detailed call records. This is where advanced reporting comes into play. This feature will give users access to information needed to study how different communication and marketing channels are working. For instance, you can gain insights into peak and preferred call times, preferred communication channels, geographic information, and so on.

Call Recording

Hosted call recording records all incoming and outgoing calls and stores them for future review. Reviewing recordings will help you understand what works and doesn’t work when an agent or employee is on a call with a potential customer. You will also be able to identify areas of concern that customers may have or certain preferences and expectations they come with. You can then target these issues in your ads and drive up your conversion rate.

Call Transcriptions

While call recording lets you listen to each call, call transcriptions let you read the conversation. Again, similar to call recordings, reading call transcriptions can help you get a visual idea of how calls are performing and what can be done to make them better. Another similar feature is voicemail transcriptions that send voicemails in text format to your email. This too can help you gain insight into customer behavior and preferences.

 Lead Scores

A lead scoring feature lets you view which leads and prospects are qualified. This way, you are focusing on leads for driving and boosting your business.

Ways to Use Call Analytics

So, how can your business use call analytics to offer better customer service?

1. Before the Call
This part of the call tracking process is the first level of call analytics data and it focuses on what led to the call. For example:

    • Which marketing campaign prompted the individual to call?
    • Where is the call coming from? Your website, offline or online ads?
    • What location is the call coming from?
    • When was the call made and how was it routed?
    • Who answered the call?

Call tracking can help you identify where your leads are coming from. In other words, which marketing sources are effective. It can also help you understand which calls convert and this will then help you replicate the process with other callers.

2. During the Call
The next level focuses on what happens during the call. That is, what is working and what is not, so that customer interactions can be made better. Calls can be analyzed by listening in on a call (call monitoring), joining a call (call barging), or reviewing past calls (call recording).

Such analytics can help you determine the best methods of communication and customer interaction. With that information, your team can increase conversions and customer satisfaction.

Get Top Call Analytics Features with United World Telecom

United World Telecom can get you set up with call recording, call tracking, and detailed call records to study how your incoming and outgoing business calls are performing. To learn more, visit our website or speak with our experts today.