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.
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.
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:
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:
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.
Get the latest straight to your inbox.