Click-to-call has changed how we approach customer phone calls, they are more than just a conversation, these interactions contain data that when applied right can add specificity to every move marketing teams make.
Call tracking and call intelligence are the most robust tools in marketers kits. If call intelligence is the engine, call tracking is the fuel that helps it run.
Call tracking is the technology which allows companies to identify the digital marketing source of the call. It does this by using either dynamic or static call tracking. The first dynamically swaps numbers available to an individual user every time the website loads. There are a few different kinds of dynamic call tracking, user-level and, campaign and channel based tracking.
This type of tracking focuses on grabbing data specifically from a marketing channel such as AdWords or traffic (organic and paid).
Tracking down to the individual user session collects engagement data that is unique to one person.
Campaign based tracking uses tools like a tracking URL to follow the progress of each individual marketing campaign.
Static numbers are fixed phone numbers without dynamic properties meaning they can’t be changed for each user. Despite being fixed, these numbers are still trackable and mostly used for print advertising.
After the information is collected by call tracking, intelligent processes make sense of these groups, clarifying customer behaviour for both sales and marketing teams so that they can optimise future campaigns.
Using an automated, intelligent system means plugging call data into multiple features that can enhance the call experience significantly. Examples include call routing which uses call data and CRM interfaces to match customers with the right agents. Personalised actions can also determine whether a simple query is worth being routed to a physical agent, this is where self service can be useful for store hours and quick payments.
The concept of Omnichannel is about keeping the brand story on track, when a customer calls the brand journey created online can fall to the wayside, due to lack of training or shoddy online to offline handover – usually, because the data isn’t being utilised the way it should be. With additional channels offered by contact centres, call intelligence features can grab data from any, helping marketers understand which channels are driving the most calls.
For more insight into call tracking, click here.