ADVENTURES IN CALL TRACKING

Todd Fisher, CEO, CallTrackingMetrics

Jason Smith, Account Executive, CallTrackingMetrics

ADVENTURES IN CALL TRACKING

Todd Fisher, CEO, CallTrackingMetrics

Jason Smith, Account Executive, CallTrackingMetrics

IT’S ALL ABOUT PROVIDINGBETTER CUSTOMER EXPERIENCES

5 ACTION STEPS

- Evaluate & compare call tracking providers

- Intelligently invest in advertising

- Identify Call Management best practices

- Keep pace with the competitive market

- Provide best-in-class customer experiences

ADVERTISINGTRENDS

CHANNELS● Paid Search (PPC)

● Organic Search

● TV Spots

● Print Ads

● Social Media

● Referral Sources

You need to track both online & offline channels for a complete picture on marketing effectiveness.

Common practice for measuring advertising performance:

● Web traffic

● Click through rates

● Landing pages

● Form submissions

Conventional Advertising Tracking

Imagine, if you could also:

● Tie revenue back to specific ads/marketing campaigns

● Allocate marketing budget based on performance

● Measure marketing success against other data:

○ Ad channel

○ Call length

○ Cost per call

What Market Leaders Are Doing

CUSTOMER SERVICETRENDS

● Phone rings and is answered by first available agent

● Agent asks series of qualifying questions, customer has to spell/repeat

● Agent has to transfer caller to get to proper team member

● Agent has to manually enter lead or customer data into a CRM/database

Conventional Call Management

● Automatically route the call to the appropriate agent

● Eliminate the need to ask qualifying questions

● View caller profile data as soon as the phone rings:

○ Demographic data, location, contact details

● Identify caller history, agent notes, and previous calls

● Increase conversions/sales

What Call Management Leaders Are Doing

HOW DO WE GET THERE?3 Levels to Successful Call Tracking & Management

BASIC CALL TRACKING

- Tracking numbers for every channel

- Tracking script on website

- Recording calls

- Using Click-to-Call forms

LEVEL 01

TRACKING NUMBERS ON:

● PPC

● Email/Newsletters

● Print Ads

● TV & Radio

● Social Media

● Sponsored Content

TRACKING SCRIPT ON YOUR SITE

RESULTS: View Calls by Channel, Ads, and Keywords

RECORDING CALLSPowerful call recording, live

listen, and transcriptions

RESULTS: Management and Training Tools

Thank you for calling Bug Out. How may I help you today?

Hi. I was wondering if I could schedule someone to come out and spray for ants.

ants , residential, new client

USING CLICK-TO-CALL FORMSAs forms come in, capture

important website visitor details

and trigger immediate call-backs

RESULTS: Never Miss an Opportunity

Bug Out

CALL MANAGEMENT

- Using intelligent routing rules

- Scoring and converting calls

- Sending call data to Google

- Using text messaging to engage clients

LEVEL 02

Allow callers to enter keypress or voice commands for where they want to go. Can also trigger activities for agents.

IVRDistribute calls based on the geographic location of the caller. Route by ZIP, area code, or IP address.

GEO-ROUTING

Route calls based on agent availability, and operating hours.

SCHEDULED

INTELLIGENT ROUTING

RESULTS: Efficient Call Handling

SCORING AND CONVERTING CALLS● Track conversions and sales

amounts

● Classify calls for reporting

● Automatically score and tag

calls when keywords are

spoken

● Send those calls as

conversions to Google

RESULTS: Close the Gap on ROI

SEND CALLS TO GOOGLEGoogle Analytics - optimize

website and ads around

performance

Google AdWords - track calls

down to the keyword level as

conversions, and track call-only

and call extensions

RESULTS: Optimize PPC Campaigns

Bug Out

Bug Out Raleigh

Bug Service NC

Mosquito Spray

Ant Treatment

Pest Control Service

USING TEXT MESSAGING TO ENGAGE● Reach new audiences

● Send bulk messages

● Send scheduled, recurring

messages

● Get text reply notifications

● Send automated replies

RESULTS: Higher Conversion Rates

● 98% Open Rate

● 61% of Contact Centers are Using SMS

FULLY INTEGRATED

- Using a Softphone

- Leveraging CRM integrations

- Routing calls by caller profiles

- Using conversation analytics

- Using outbound dialer to streamline

operations

LEVEL 03

USING A SOFTPHONE

● Browser-based phone

● Ultimate flexibility

● All of the features of a

traditional phone system

● Lower cost

RESULTS: Scale Your Business

CRM INTEGRATIONS

● View leads in one central location

● Automatically store details of the call in the CRM contact records

● Access related comments and note history

● Align call data with CRM workflows

RESULTS: Calls with Context

ROUTE CALLS BY PROFILE DATA● Route by caller demographic

data

● Route by website activity

● Route by agent/caller history

RESULTS: Increased Conversions

USING CONVERSATION ANALYTICS● Caller Insights

● Recordings

● Transcriptions

● Keyword Detection

RESULTS: Quality Assurance

● Ex: System detects keyword “appointment”, so the call is automatically tagged as a Conversion

● Ex: System detects keyword “billing”, so an automated notification is sent to the Billing Manager for follow-up

● Ex: System detects words associated with dissatisfaction and immediate notification is sent to manager

AUTO DIALER

● Automate outbound calls● Set custom criteria and

schedules● Instantly connect with

customers● Agents don’t have to stop

what they’re working on to make outbound calls

RESULTS: Boost Operational Efficiency

● Agents are able to fill gaps in their day

● Automatically connects them to the next lead/customer as previous call ends

● Great way to make a lot of outbound calls with limited staff

LET’S REVIEW

- Evaluate & compare call tracking providers

- Intelligently invest in advertising

- Identify Call Management best practices

- Keep pace with the competitive market

- Provide best-in-class customer experiences

ADVENTURES IN CALL TRACKING

Todd Fisher, CEO, CallTrackingMetrics

Jason Smith, Account Executive, CallTrackingMetrics

sales@calltrackingmetrics.com

(888) 351-5857

@calltrac