July 18, 2016 Sales & Customer Service

To deliver strong customer experience marketers must own the customer experience across every touchpoint. More specifically, they must master the call channel. This channel is often forgotten when marketers analyze the ROI of their digital campaigns, which can be a costly oversight. Not only are marketers misattributing up to 49% of their conversions, but they’re missing crucial call data that can help them offer a better customer experience throughout the customer journey.

Thanks to smartphones, consumers have adjusted how they engage with businesses throughout the customer journey. We’re living in an omni-channel world and the customer journey now encompasses both online and offline channels. It’s now much easier for consumers to place a call when browsing online with their smartphones. And as you can imagine, this change in consumer behavior across marketing channels makes it even more critical for marketers to understand the data tied to each channel. Especially if they want to offer a stronger customer experience.

Marketers that can leverage consumer data across all channels will deliver better customer experience. According to eMarketer, 64% of executives are already using data analytics to deliver superior customer experiences. Yet, 36% do not find much success in implementing a strong customer experience strategy across platforms because they lack the data to do it (especially when it comes to call channel data). This lack of data makes it difficult to properly develop the customer insights needed to help customer service agents and sales reps deliver stronger customer experiences.

emarketer customer service

Collecting and analyzing call channel data, with the help of call attribution technology, is one way for marketers to move closer to improving the customer experience in a mobile-first world.

Why Should Digital Marketers Value The Call Channel?

It’s critical for marketers to own the call channel if they want to provide an exceptional customer experience. Consumers are calling business by the billions throughout the customer journey, and there’s no slowing down on the horizon:

  • Digital marketing will drive 108 billion calls to US businesses in 2016, with that figure growing to 162 billion calls to US businesses by 2019.
  • 61% of mobile searches on smartphones result in a phone call.
  • Customer calls convert to revenue 10x-15x faster than web leads.
  • Customer calls will influence $1 trillion in US consumer spending this year.

How Can You Improve the Caller Experience?

Businesses might be providing good a customer experience, but they can provide even better one by leveraging the call data they can collect with call attribution software. Marketers who master the call channel are better equipped to personalize each caller’s experience in a number of ways.

Once a consumer calls your business, call conversion technology assists in enhancing a caller’s experience to ensure it’s seamless. Here are a few ways:

  • Call routing: Automatically route callers based on the marketing campaign in real time. This immediately gets them in touch with the right person to help them and creates a more personalized experience. You can even route callers by the nearest store location for added convenience and to ensure they are not bounced around between locations.
  • Interactive voice response (IVR): Improve your caller’s experience by setting up IVR menus that are useful for them. For instance, avoid implementing IVRs with too many layers. We’ll all experienced an IVR that takes you down a time consuming and confusing rabbit hole. Instead, create an IVR menu that offers a good balance between qualifying the caller before connecting them with the right agent for further help and assisting them with automated requests such as business hours or store location.
  • Conversation Insight: Post-call you can now access quantitative data for your recorded and transcribed phone conversations. You can easily analyze thousands of customer conversations, run keyword searches through them, and identify if callers received the best experience possible. You can also determine if your sales team is following the proper scripts or discussing current promotions.

Any More Ways to Create a Personalized Customer Experience?

You can improve the quality of conversations your sales agents have with callers by integrating call data seamlessly into your CRM tool.

For instance, if you’re using a CRM system like Salesforce, your agents will be equipped with specific caller information. Picture a panel displaying the caller’s name, phone number, location, and the exact lead source for the call. They’ll even know which keywords the caller used to find your business. All of this happens before the caller is even connected to an agent. Having this type of data at their fingertips is invaluable to an agent who can then personalize the caller experience.

At the end of the day, improving data analytics capabilities will help marketers develop greater  customer insights and improve the customer experience from beginning to end. To get one step closer to fully owning the customer experience, marketers cannot forget the call channel. We’re living in a mobile world. And as phone calls to businesses increase, marketers that embrace voice as a channel will be able to leverage their call data to help improve the customer experience and their chances of driving more revenue.

Interested in learning more about the new omni-channel customer journey? Download our new eBook: Calls and the New Customer Journey: How Marketers Drive Revenue by Mastering the Call Channel.

About the author:

DialogTech

DialogTech is the leading provider of actionable marketing analytics for phone calls. We empower marketers with call attribution and conversion technology to increase calls.

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