By Derek Andersen
In today’s omni-channel world, consumers shop using multiple devices, touchpoints, and channels, ultimately choosing their own preferred path to purchase.
A typical digital journey today could start with a consumer researching a purchase on their smartphone, then continuing later on a laptop or tablet. They might visit your site after engaging with your search ad and ask your chatbot some initial questions. They might call your business a few days later after getting one of your emails and finalize their purchase in person at your closest brick-and-mortar location.
A survey by Econsultancy found that at least 50% of respondents were using 13 different touchpoints throughout their customer journey. Consumers don’t care which channel you’ve prioritized. They only care about the channel they’re engaging with at the moment. Today’s customer is more empowered than ever before—they will convert how they want to convert. It’s up to digital marketers to deliver the best customer experience, through continual testing and optimization.
By analyzing inbound phone calls, digital marketers can learn from the voice of the customer firsthand, gaining valuable insights about their behaviors, preferences, purchase processes, and intent you can use to create a seamless omni-channel customer experience. Below are 4 tips to help you with this process.
When consumers call after researching online, they expect a seamless, frictionless transition, and that means quickly connecting them with the right location or agent to assist them. To accomplish this, marketers are using intelligence on the consumer (caller ID, location, past history) and what drove the call (channel, ad, search keyword, website interaction) to automatically route each caller for the best result.
The same call analytics solution you use to capture marketing data at the time of the call can be used to control how it gets routed. Marketers can set up rules and logic to automatically route inbound callers to the best location or agent based on a wide variety of data captured by the call analytics solution.
For example, an insurance company might route callers based on the marketing source that drove the call. So a consumer who called after searching for “car insurance in Illinois” can get automatically routed to the best agent in the call center or local branch to assist them. But another consumer who called from their webpage on life insurance will be sent to the agents responsible for those products.
Routing the caller to the best destination is one thing—knowing what to say is another. That’s why many businesses pass information on the caller and marketing source that drove the call to their agents before connecting them in conversation. Knowing a caller’s online activity before a call helps agents deliver a frictionless experience and tailor the conversation to win the sale.
Some call analytics solutions can provide this data at the time of the call, usually in one of two ways:
Analyzing phone conversations is a valuable, firsthand way to understand how consumers talk about your product. Marketers are doing this by either manually reviewing call recordings and transcriptions themselves or better yet, by having AI (artificial intelligence) analyze voice conversations for them. With this data in hand, you can discover frequently asked questions and gaps in consumer knowledge about your product. You can use these insights to optimize all consumer touchpoints, allowing you to educate your prospects more effectively and improve their experience.
For example, Central Restaurant Products, the leading wholesale distributor of foodservice equipment, mines their calls for these insights. With inbound calls making up 56% of orders and 81% of their total revenue, they have a wealth of conversations to pull from. “We can analyze calls from a specific product’s webpage to see what questions callers are asking, then have our content team update the details on that page to answer them,” said Nathan Smith, Marketing Database Analyst at Central. Now that Central addresses these common questions on their website, shoppers are not only more likely to find them via SEO, but are more likely to convert since their questions are already answered on the website, resulting in a shorter sales cycle and a smoother user experience.
You can also use the voice of the customer to optimize other touchpoints, like chatbots. By programming your chatbots to answer the most common queries leads are voicing by phone, you can ensure consumers are receiving the pertinent information they need to make purchase decisions. Not only will this approach improve the customer experience, it will also increase the effectiveness of chatbots, freeing up live agents and reducing hold times.
By analyzing the results of inbound calls, you can determine which of your targeting campaigns to put each caller in (if any). If your business fails to convert a caller, for example, you can use the intelligence from that conversation to target the ones that were good sales leads with the right search, social, or display ads to convert them. If a caller converts to an appointment or customer, you can target them with a relevant upsell campaign or exclude them from future ads to avoid wasting your budget. You can also put callers who convert into your lookalike campaigns to find similar audiences to target with ads that are proven to work.
To learn more omni-channel marketing best practices, download our eBook, The Digital Marketer’s Guide to Personalizing Caller Experiences.
Want to learn more? Download our on-demand eBook “The Digital Marketer’s Guide to Personalizing Caller Experiences.”Get the Guide →
Get the latest straight to your inbox.