How Call Tracking Helps Marketers Correct 5 Issues Costing Them Customers

Derek Andersen Copywriter, DialogTech

Inbound calls are often your most valuable marketing conversions. Calls to businesses convert to revenue 10-15x more than web leads. They also spend 28% more and have a 28% higher retention rate.

But simply driving calls from your marketing channels isn’t enough. To increase your ROI, you have to understand the quality of the calls you’re driving from each source and allocate spend to the campaigns and keywords that are delivering the most high-value conversions — both online and over the phone — at the lowest cost per lead.

You also have to ensure that your agents and locations are handling your inbound calls well. When they miss calls, leave callers on hold for too long, don’t say the right things to convert callers, or fail to handle customer experience issues properly, it will cost you customers.

To solve this problem, leading marketers use a call tracking and conversation intelligence solution. It not only tracks the quality of the phone calls you’re driving to each location or agent, it records and transcribes the calls and uses AI to measure call handling performance to help you detect issues that are negatively impacting customer acquisition. This blog shares how you can detect these five common issues and correct them to increase your call conversion rates and drive more revenue from your marketing.

1. There Are Specific Days and Times With Higher Unanswered Call Volume

A major issue some call centers and locations face is that, due to gaps in staffing, they miss valuable sales calls. Either the caller abandons the call due to long wait times or the location never answers it in the first place. For many companies, these missed calls happen at regular, predictable times. The problem is, without collecting the right data on unanswered calls, these patterns can go unnoticed, especially by marketers. Call centers and locations will fail to identify the issue and will continue to either understaff their locations at key times or fail to make answering calls promptly a priority. And marketers will continue to schedule ads for times when call centers and locations aren’t effectively handling the resulting call volume. This wastes marketers’ budgets and costs you customers, as the valuable calls your campaigns drive go unanswered.

DialogTech’s call analytics reports can show you the days and times the highest percentage of missed calls are occurring. You can use these insights to help schedule ads that you’re using to drive call conversions more effectively. For instance, if one of your locations has the highest unanswered call rates before 10am, you can pause your ads until after that time, so the calls you drive have a better chance of getting answered.

You can also share this data with your sales team, location managers, or franchisees to help them better staff your locations at key times.

Sample DialogTech report showing when missed calls occur

RevLocal, a leading digital marketing agency with clients across the US, uses DialogTech to ensure its marketing efforts are driving calls during business hours versus off-hours or on weekends if the client is closed. They use those insights to make strategic decisions for when to run certain types of ads.

RevLocal also uses DialogTech to ensure calls from its campaigns are being answered during business hours so that its marketing spend isn’t going to waste. If they notice certain times of day when calls are going unanswered, they advise their clients of this issue so they can increase staffing to correct it.

2. Certain Marketing Sources Are Driving Calls That Aren’t Being Answered

You may be driving high call volumes from your marketing channels, but are those calls getting answered? Do you need to adjust the timing of your paid media? Are callers experiencing long hold times? Is there an IVR or routing issue? Without the right data, it can be difficult to identify these patterns and make optimizations. When you use a call tracking and analytics solution, you can break down call answer rates and call conversion rates by the marketing source that drove them to diagnose issues.

DialogTech’s reports break down each of your marketing sources, show how many calls each is driving, what percentage of those calls are sales leads, how many of them converted on the call, and what percentage of those calls your agents miss.

Sample DialogTech report showing missed calls by the marketing source that drove them

You can use this data to identify media sources that have higher unanswered call rates and determine why this is. For instance, are certain campaigns running after business hours or driving calls at times when locations are understaffed? You can then adjust the timing of your paid media accordingly.

If you have a high number of unanswered calls from organic media that you can’t pause like Google My Business listings or SEO, you might look at using an IVR to automatically assist and route callers, or send them to locations that are open if that is an option. You can also dig into the call transcriptions to see why people are calling, and if they have common questions, you can use an IVR to answer them, freeing up your staff to help other callers.

GE Appliances and its agency DAC Group use DialogTech to track unanswered call rates from each marketing source. Using DialogTech’s data, they found that a high percentage of callers were hanging up during the IVR — it was taking consumers too long to navigate it. By shortening the IVR, GE Appliances saw an immediate 50% decrease in abandoned calls and a 30% increase in sales leads as callers were being connected with agents faster.

GE and DAC were also able to detect instances where callers from a certain search campaign were being routed to an unmanned phone line. Correcting this issue eliminated wasted ad spend and helped connect hundreds of callers a week to a GE Appliances agent for assistance. As a result of their partnership with DialogTech, GE Appliances drove a 41% increase in total leads and a 50% decrease in cost per lead.

3. Certain Locations Are Letting Calls Go Unanswered — Or Are Failing to Convert Them to Sales

As a marketer, you can do everything in your power to drive high-quality sales calls from your ads. But if your agents or locations are mishandling the calls, your ROI will suffer. These performance issues are often tied to specific locations — some locations may be understaffed, using outdated call scripts or talking points, not expressing empathy, not asking the caller to book an appointment, not mentioning promos, or a host of other problems. Without the right data, it can be difficult to pinpoint which locations are converting inbound calls well and which are underperforming. But when you use call tracking and analytics data, you can segment performance by location and diagnose issues that are impacting call conversion rates.

DialogTech’s AI-generated reports show how each of your locations handles the phone calls you drive them. You can see the percentage of sales opportunity calls you’re driving to each location, the average lead score, each location’s close rate on sales calls, how many calls each location missed, and how many went to voicemail.

Sample DialogTech report showing how locations handle calls

With this view, you can identify locations where a high percentage of calls are missed or go to voicemail. You can then determine if these missed calls are due to staffing issues and work with your agents to correct this. Or you could set up dynamic routing rules to send calls to better-performing locations (or to your call center, if you have one) and work with sales to make answering calls a priority.

In addition, you can use this report to identify problem locations where agents are mishandling the sales calls you drive them. You can sort locations by their sales conversion rates to understand which are performing well and which need improvement. Then, you can drill into the call transcripts (more on this in the next section) to identify why underperforming locations are failing to close sales. With these insights, you can provide better coaching to your agents or franchisees and ensure calls are handled well across your locations.

Action Urgent Care, an urgent care group with 45 clinics across California, uses DialogTech to analyze the outcome of the calls their marketing drives to each location. They monitor the call volume for each clinic, when calls come in, the percentage of calls that are answered, who answered the call, the reason for the call, and the outcome of the call. They then use this information to understand why calls aren’t turning into appointments and correct the issues. As a result of these optimizations, they increased inbound calls by 62% year over year and decreased unanswered calls by 40%.

Sylvan Learning’s marketing team uses DialogTech to monitor what is happening on the calls they send to their 750 locations. If they notice a certain brick-and-mortar location’s phone call conversion rates aren’t measuring up to the rest of the system, they dig into the data to determine if the locations are letting more calls than normal go to voicemail or if they’re failing to use the right talking points. They can then reach out to the locations to provide recommendations and guidance.

4. Your Agents or Locations Aren’t Receiving the Right Coaching

Driving calls to your agents or locations is half the battle. You also have to ensure that the people answering the phones are trained to convert those calls — otherwise, it will cost you customers. This training should not be a one-time process — you should continually coach your agents as call handling issues are diagnosed and new best practices are discovered. There is no better coaching tool than the recordings and transcriptions from live calls.

DialogTech tracks where critical “moments of truth” happen in each transcription, such as when the caller inquires about a product, asks for pricing, expresses urgency, makes a purchase, has a CX issue, and more. You can also pinpoint any other moments in calls using keyword groups.

You can view transcriptions of calls from underperforming locations or agents to understand what’s going wrong. Are agents using the wrong talking points? Do they fail to mention a new promotion? Are they forgetting to ask critical questions? Once you pinpoint the issue, you can use the transcripts as coaching tools to improve performance.

In addition, you can view transcriptions of calls from high-performing locations to identify best practices. Are they using certain key phrases or language? You can then democratize these best practices across your organization to increase conversion rates everywhere.

Financial services call transcription

Sample DialogTech call transcription

Agency RevLocal reviews call transcriptions to understand any issues that may be occurring and to provide tips on coaching the staff to better convert callers. They also use transcriptions to glean insights they can use to help customers. For example, they might notice that callers are asking about a certain special and recommend adding it to the customer’s homepage and featuring it in ad creative.

First Family Dental uses call transcriptions and recordings to confirm the lead quality of calls. They also use them to diagnose why some calls convert and others don’t — they can use these insights to coach agents to improve performance. As a result of their partnership with DialogTech, First Family Dental was able to convert 42% more callers to new patient appointments.

5. You’re Not Following Up With Promising Leads Who Didn’t Convert

Even if you’re addressing all the issues mentioned above — diagnosing issues at the campaign and location level, routing calls correctly, and coaching agents with transcripts — mistakes can happen. Hot leads can get away. But do you have any way of knowing when this happens? Do you have the tools you need to follow up with these leads and secure their business?

With DialogTech, you can set up email alerts that go out to your locations, franchisees, or sales team listing out hot lead calls that didn’t convert. You can then dig into the transcription to see what went wrong and call them back to recapture the lost opportunity.

Phone call lead alert

DialogTech sends automated email alerts when a promising lead calls but doesn’t convert

To learn more about how call tracking and analytics can help you improve call experiences, check out our ebook, The Digital Marketer’s Guide to Personalizing Caller Experiences.

Want to see more reports marketers are using to boost customer acquisition? Download our ebook, The 10 Call Analytics Reports That Will Change Your Marketing.

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