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How to Optimize the Call Experience: 6 Tips for Marketers

Derek Andersen Senior Content & SEO Specialist, DialogTech

Consumers expect a seamless experience when engaging with brands throughout the customer journey — it falls on marketing’s shoulders to deliver it. This includes when consumers take their online experience offline by calling.

Though it may seem counterintuitive, in today’s digital world, phone calls are more important than ever. The rise of mobile and click-to-call drove a 110% increase in calls to US businesses from 2014 to 2019.

From acquisition to retention, the stakes are high. Marketers must create holistic and efficient experiences that result in conversions — and that includes the experience consumers have when they call. Otherwise, they risk losing them to someone else that will. Consumers aren’t as brand loyal as they once were — in fact, 84% of callers say they would cease doing business with a company after a bad call experience.

To provide a seamless experience for callers, marketers are leveraging features of their call tracking and conversation intelligence solution. Below are 6 ways you can use this technology to increase call conversion rates and customer satisfaction.

1: Set Up an IVR to Let Callers Route Themselves

A basic step you can take to enhance the call experience is to set up an IVR so callers can self-route. For the uninitiated, an IVR (interactive voice response) is an automated system that reads a series of prompts to the caller (for example: “To speak to an agent, press 1”). By responding to the prompts, callers can route themselves to the agents, departments, or locations best qualified to handle their inquiries.

Traditional IVRs require IT assistance for implementation, making them cumbersome for marketers to deploy and adapt as needed to streamline the experience. That’s why marketers are turning to self-serve IVR technology, which has a simple interface that anyone can use to easily create, customize, and deploy any number of IVRs in minutes without any assistance from IT. Call tracking solutions like DialogTech provide this feature.

2: Use Dynamic Routing Rules to Personalize Call Experiences

Some marketers use dynamic call routing rules — a set of customizable rules for routing their calls based on the caller’s intent or location, day/time of call, and more. The right call tracking solution enables marketers to configure call routing rules with an easy web interface, and these rules can be used in tandem with your IVR or work on their own to automatically send callers to the best location or agent to assist them.

Below are some common dynamic routing rules you can set up to optimize the consumer journey and deliver frictionless experiences:

  • Route calls based on the marketing source (channel, campaign, ad, keyword, webpage) that drove the call
  • Route callers based on the geographic location they are calling from
  • Have calls forwarded to specific agents, locations, or IVRs based on your business hours
  • Ring multiple agents’ phones at the same time — the agent who picks up first gets the call
  • Route calls to agents’ cell phones or home phones if they’re working remotely
Set up dynamic routing rules for your calls

DialogTech makes it easy for marketers to set up and adjust call routing rules on the fly

3: Prioritize Calls from Your Most Valuable Marketing Sources

You may know of certain geographic locations, webpages, or marketing channels that are more likely to convert to sales than others. For example, a consumer who calls from an online shopping cart often has higher purchasing intent and is further down-funnel than a consumer who calls from the homepage.

These calls are more valuable than those from your other channels and should be treated accordingly. One of the most impactful dynamic routing rules is to prioritize these calls over the others in your queue and immediately route them to a relevant agent so you can secure the sale.

4: Route Calls to Your Agents or Locations with the Highest Close Rates

To increase your chances of converting inbound leads, consider routing each caller to the highest performing location or agent available. To do so, you can set up dynamic routing rules that send each call to your highest-performing agents or locations first. If they fail to pick up, it will ring the next highest-converting agent or location’s line(s), and so on.

Set up rules to route calls to your highest-performing locations and agents

Set up rules in DialogTech to route more calls to your highest-performing locations

5: Arm Your Agents with Insights on Inbound Callers

Have you ever gotten off the phone with a sales agent and thought to yourself, “Wow, that was such a nice experience?” Maybe they knew your name right away. They knew where you were calling from. They knew that you had called earlier. They knew which products you were interested in. It’s as though they read your mind.

To deliver this kind of call experience, marketers can pass information on the caller and marketing source that drove the call to their agents, locations, or remote staff before connecting them in conversation. Knowing a caller’s location and online activity before a call helps agents deliver a more seamless experience and tailor the conversation to assist and convert the caller. This information can be played to the agents as a whisper message before the call comes through or displayed as a pop-up on their laptops or in your CRM or call center solution.

DialogTech arms agents with insights on callers so they can tailor the conversation to win the sale

6: Track Agent and Location Performance and Correct Issues

Call tracking solutions can also give you visibility into the total phone leads driven to each location and agent, as well as their conversion rates. You can use this view to assess the quality of calls your marketing is driving to each location and uncover problem locations or agents negatively impacting your ROI.

DialogTech tracks how well your agents and locations convert phone leads

To get more information, you can dig into individual call transcriptions to understand why certain locations or agents are underperforming and others are excelling. You can then use the transcriptions as coaching tools to correct issues and democratize best practices across your locations.

DialogTech automatically transcribes each inbound call and analyzes the conversations

Marketers should constantly strive to improve the experiences of their prospects and customers. Interested in learning more about how to drive better call experiences? Check out our Digital Marketer’s Guide to Personalizing Caller Experiences.

Want to learn more tips to drive call experiences that result in conversions? Download our Digital Marketer’s Guide to Personalizing Caller Experiences.

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