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5 Ways Call Tracking Enhances Customer Experiences and Drives Sales

John Allen Director, Global SEO, RingCentral US

This article is a guest post from DialogTech’s partner, RingCentral. Learn more about DialogTech’s integration with RingCentral here.

One of the main tools you have for improving customer experience is data. The more data you have on how your customers interact with you, the more closely you can match their needs — and drive sales.

If you’re one of the many businesses using contact center solutions, then your marketing team should also be using call tracking. Call tracking allows you to trace how your website, search marketing, and digital advertising are generating calls, and — if you’re smart — you can make great use of this data to drive better business results. Here are five ways call tracking can help you drive sales and enhance customer experiences.

1. Quicker Insights, Quicker Improvements

Call tracking can often be added easily to your pre-existing call center solution. DialogTech is the only call tracking solution that integrates seamlessly with software from RingCentral, one of the largest providers of VoIP phone systems for businesses. This integration means that getting access to the call data is quick — and it can also be accessed directly by marketing teams to measure and improve performance.

DialogTech's call tracking integration with RingCentral

How DialogTech’s call tracking integration with RingCentral works

Call tracking enables you to see the marketing interaction that generated each call to your business. It works for calls from paid search, SEO, Facebook ads, display, email, and any other channel or campaign that drives visitors to your website. So instead of just tracking online conversions, you can also track calls. Then you can more accurately measure what’s driving the best results and optimize accordingly.

Rather than first waiting for a full marketing campaign to run before gathering and analyzing data, call tracking allows you to see your audience’s reaction to the campaign from the moment it begins. This allows you to act quickly and leads me to my next point.

2. Streamline Your Marketing Budget

With the increased speed that comes from integrating call tracking with digital ad platforms like Google Ads, for example, you can kill spend on campaigns, ads, and keywords that aren’t going anywhere early — and increase spend for the campaigns that are working. Call tracking means you can tell exactly where calls are coming from and check that your marketing budget is being spent effectively.

For instance, if you spend a third of your budget on display advertising, a third on Google Ads, and a third on Facebook advertising, call tracking helps you see which channels are driving leads and if they’re coming in online or over the phone. If one channel is driving more leads than another, you can make adjustments. For example, if you see you’re getting five times more leads from Google Ads than from Facebook, you can adjust your budget accordingly.

Reducing money wasted on campaigns that aren’t driving the results you want allows you to streamline your budget and leads to better ROI. It also provides hard data that your marketing teams can use to drive sales in the future.

3. Build Better Customer Profiles

No matter what you sell — whether it’s gym equipment, B2B software, insurance, cars, or office supplies — you should have customer profiles in mind. Obviously, the profile for someone looking to buy a yoga mat is very different from an individual looking for B2B software. That’s why you need to make sure your customer profiles are as accurate as they can be.

Sample customer profile

Image source

Call tracking provides you with a whole new set of data to fold into these customer profiles. Not only can you see the marketing campaigns through which each caller found you, but you can also learn useful information about who they are. DialogTech’s call tracking solution for RingCentral can capture information like a caller’s geographic location, their phone number, the type of device they have, and what time they called.

By adding this information to your customer profiles, you can gain insights you may not previously have had access to. Perhaps you get a lot of calls from an area you don’t have a physical presence in — maybe it’s worth looking into expanding your marketing efforts in these locations (or you can exclude those locations from seeing your ads). There are a lot of interesting ways to apply this new information to your marketing and business strategies.

4. Acquire New Customers

Of course, in addition to gathering interesting data on new prospects and existing customers, you’ll also want to convert the new prospects into customers. Call tracking is quickly becoming an essential technology in this area.

Once you’ve streamlined your marketing budget to focus on the channels and campaigns where you get better results, you can apply what you’ve learned from your new customer profiles to build customized marketing strategies that target potential leads more accurately. 

New potential customers who may never have encountered your ads will now see them and — based on the data you’ve gathered — you know they’re more likely to make the call than consumers on other platforms.

5. Route Calls More Efficiently

Long waits and response times are the number one frustration callers have. One challenge in managing a call center team is routing calls efficiently. Even with department menus, customers can end up in the wrong place and get annoyed. By combining call tracking data with other metrics, you can start to understand why someone calls and use this information to route inbound calls to the right agents. 

If you notice nearly all the calls from a particular source are sales inquiries, you can ensure these calls go directly to the sales team rather than through a receptionist. Or, you might notice that a lot of calls from the tech support page are actually payment questions — so you could integrate a menu choice for directing calls to tech, finance, or sales. With efficient call routing, you improve the caller experience, reduce friction, and make things easier on your staff.

Learn more about how you can use IVRs and call routing to improve caller experiences — during COVID-19 and beyond. 

Get The Call Tracking Handbook for RingCentral Customers to learn how combining call tracking with RingCentral can significantly improve your digital marketing results.

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