4 Ways Marketers Can Drive Revenue by Personalizing the Call Experience

Katherine Buchholz Product Marketing Manager, DialogTech

Consumers today demand customized experiences. They want interactions with brands to be unique and authentic to them. This is no longer a surprise for most marketers. And it’s why 90% of marketers have adopted some form of a personalization strategy. But only 6% of those marketers are at an advanced stage, and 28% are only starting out.

personalization

This leaves room for improvement. And there’s an often-overlooked way to do this in today’s mobile world.

How often have you called a business but left the conversation frustrated with your experience? Chances are it’s happened to you before. Luckily there are ways marketers can personalize and optimize the call experience. The result? It can help businesses earn new customers and keep existing ones.

Here are 4 tips to personalizing a caller’s experience:

1. Caller Qualification

While inbound calls are often the most lucrative lead type, it’s important to remember not every call is created equal. Marketers examine two key factors when qualifying callers: intent and value.

Pro tip: Direct callers to IVRs to assist and qualify them any way your marketing requires.

Filtering calls based on caller intent and value increases efficiencies and conversions for your sales team, while enabling personalization for callers.

Marketers use inbound IVRs (interactive voice response technology) to qualify phone leads automatically. The IVR asks callers questions you determine work best to qualify them for your particular marketing goals or campaign, and callers that score high enough can be passed to a sales rep to engage in conversation.

Sq1 leveraged call scoring and routing technology to first weed out robo-callers and other non-sales-related calls generated from search, and then also auto-route calls from the website to each caller’s nearest dealer location.

sq1 “DialogTech enabled us to require callers to validate that they are, in fact, human, so our search campaigns are filtering out the bad calls and passing on the good to local locations.”

2. Contextual Routing

When shoppers call, they expect to get help and answers right away. First, it’s important they’re connected quickly in conversation with your business. Second, it’s important they’re connected to the right agent or business location.

Pro tip: Use call data to route each caller to the right location or best agent to convert them to a sale.

Marketers add contextual call routing strategies to their marketing campaigns, ads, and websites. They use intelligence captured on each call (including the marketing source, caller location and history, and day and time of the call) as signals to determine where to send each caller.

Bath Fitter uses contextual call routing technology to get callers to the right consultant right away. They needed flexible technology that could adapt to calls from multiple marketing channels, as well as the ability to route calls within two countries.

bath fitter “DialogTech’s call routing allows us to provide callers a personalized experience and helps us support our locations by sending them qualified callers they can then turn into booked appointments.”

3. Caller Prioritization

Many businesses have VIP customers they like to provide special treatment. Whether they are a high-value customer or a special use case for your products or services, you want to prioritize calls they make to your business. Marketers are using call data to better serve these valuable callers.

Pro tip: Prioritize callers in real time based on their history, purchasing intent, and sales value.

Some businesses create personalization with a priority queue. They place callers they believe have the highest purchasing intent and sales value in this queue, ensuring those calls get answered immediately.

You can do this based on marketing source – with calls from search ads being the most common leads to get prioritized. Or you can do it based on a caller’s past history or the web page they called from.

4. Sales Insights

The more information a sales agent has about a customer, the more personalized experience they can create. When calls come in, some businesses pass information on the caller and marketing source that drove the call to their sales agents before they answer.

Pro tip: Arm agents with intelligence on the caller and what drove the call before each conversation.

Knowing that a call is coming from a specific marketing campaign, referral source, keyword search, or web page helps sales agents anticipate a caller’s needs and deliver a more seamless, personalized experience to win the sale.

This strategy also improves marketing-sales alignment, a common source of friction for many companies, in two ways. First, it helps marketers arm their sales agents with information to better handle calls. Second, it provides sales agents with regular proof of how marketing is sending them quality leads.

Before taking calls, DialogTech’s Salesforce panel shows SnapCap sales agents valuable information about the caller, including the marketing source that drove the call, who the caller is, and where they are calling from. The agent can use this insight to better frame the conversation and convert the caller into a customer.

snapcap “Having our sales agents know the marketing source that drove each call before beginning the conversation has been fantastic. Knowing if the person is calling from a search ad after actively looking for our services versus calling after they happened to see our social ads helps agents frame the conversation.”

Personalization pays off: 79% of marketers “who reported exceeding revenue goals had a documented personalization strategy in place.” But it’s still a challenge for many. Join us for a webinar on April 5th to learn 7 Marketing Strategies to Improve the Call Experience and how phone calls impact the new customer journey.