Close More Sales with Your Marketing Data
How Incoming Call Recording Optimizes Revenue Opportunities
“Dynamic Number Insertion”: Doesn’t sound very sexy, does it? Well, depending on how you look at it…
Have you ever thought about the importance of your – or your clients’ – incoming calls… and how studying the data derived from these calls may be affecting sales? Better yet, did you ever consider recording incoming calls for the purpose of analyzing how each call is ultimately handled? While there are in fact a plethora of benefits these tactics bring to a bottom line, what’s most noteworthy is the way in which call recording affords an opportunity to improve/optimize interactions with prospects on the phone, all in a concentrated effort to close more sales.
It’s a fact that every digital marketer today – whether referring to a marketing agency or business – COLLECTS marketing data, but what’s more concerning is that a small percentage of these individuals actually LOOK at this data and learn from it. For such an important tactic, why wouldn’t marketers study this information? From our experience, reasons can range from sheer lack of time to a misunderstanding of the data itself…what’s worse, there are marketing entities out there that aren’t able to turn the data into actions that improve sales and marketing.
The most noteworthy marketing agencies and individual representatives – let’s call them “best-in-class” marketers – are the ones that go beyond taking advantage of call tracking approaches to also embrace call recording. Because incoming phone calls derived from marketing campaigns are typically considered premium, high-quality leads, the individual taking the call needs to make the most of this opportunity. Recording incoming calls enables managers and mentors to review them and coach their front-line personnel in optimizing them; indeed, it is simple to record calls using a call tracking solution and yet it has such a major impact on the bottom line… something not always seen or experienced in modern marketing.
What’s more, call tracking solutions that transcribe recorded calls are formidably effective in ways not so readily apparent. Transcription features can watch for keywords either being spoken, or not being spoken, and trigger alerts to managers so they can then review calls in an effort to improve the whole process.
You’ve Heard This Before? “This Call May be Monitored…”
More About Why You Need to Record Customer Phone Calls
Of all the “on hold” messages we’ve been endured to sit through, this one has to be the most recognized:
“This call may be monitored for quality assurance purposes.”
Why has including this message become a standard practice for companies that communicate with their prospects and customers over the phone? Because they know: They need to record phone calls if they’re going to stay ahead of the curve. Likewise, your own operation needs to confirm that all calls coming in and out are monitored in order to keep control over how your organization is functioning. Further, in identifying and correcting practices that are not on par, monitoring ultimately helps drive customer satisfaction while maintaining a positive customer experience.
The Way We See It: Five Primary Reasons a Marketer Should Record Phone Calls
As experts offering an integrated marketing platform to small businesses, corporate marketers and marketing agencies, ActiveDEMAND understands that there are a plethora of factors every marketer should be aware of with regard to call recording. Here, we’ve assembled what we feel are the top five reasons a marketing entity should want to record a call in the first place.
Without further ado…
- Continuous Improvement – Call recording can be considered a high-value added service marketing agencies can offer their clients…with very little effort required.
- Quality Assurance – In addition to improving customer service, call recording can confirm the accuracy of certain instructions, such as order details.
- Better Prospect Segmentation – With a platform put into place like ActiveDEMAND, call recording is used for lead qualification and custom internal lead qualification forms can be created to assist in the process.
- Corporate Liability – Depending on the industry (such as one in which miscommunication can lead to serious consequences), call recording is one of the least-expensive ways to mitigate litigation in the event of a lawsuit.
- Performance Reviews – Call tracking can actually reveal a great deal about the staff responsible for client communication, and utilizing this tactic helps managers evaluate staff with a simple click of a button.
Have we convinced you that call recording can optimize interactions with prospects on the phone…to the point that the whole effort can generate more opportunities and sales? It may be time to take a much closer look at your particular marketing data.