As a technology company enabling marketing and sales organizations to better serve their prospects and customers, it is easy to fall into the trap of following the latest trend. Today that trend is big data. Let’s look at the value of proactive call optimization vs. reactive call tracking analytics integrated with big data.
Call tracking companies are racing to add additional analytics capabilities to their product offerings. By combining the latest big data technologies with real-time telephone number provisioning and near real time call transcriptions, call tracking companies are touting the sophistication of their analytics. Unfortunately these solutions are missing the point.
Call tracking as a reactive solution helps companies control advertising costs, focus on advertising attribution, and improve sales productivity. Unfortunately, these solutions used alone don’t drive an increase in sales and improve customer retention.
If, instead of focusing on call tracking analytics, our industry focused on voice-based marketing automation, we would increase the value we deliver to our customers. A VBMA suite includes state-of-the-art call tracking technologies and analytics such as proxy-less dynamic number insertion, keyword-level call tracking, and near real-time analytics and call transcriptions. But this is just the beginning.
A complete VBMA suite supplements call tracking and system-of-record databases with interactive voice response dialogs used to further score the quality of a lead or direct the call to the appropriate agent. Since VMBA solutions are utilized directly by marketing and sales organizations and not IT, these IVR solutions must be fully self-serviced and no more complex then Microsoft PowerPoint.
Are big data analytics and reporting important? Yes. But to truly turbo-charge your business, integrate call tracking into a complete VBMA solution that includes call capture, call routing, call scoring via IVR interactions, and post-sale customer nurturing delivered over voice or text channels.
Stop relying on reactive solutions when proactive solutions are available to manage costs, improve sales, and reduce customer churn.
