The importance of integrating call tracking with your CRM

Lucy McCormick

By Lucy McCormick
10 May 2023


4 min read

Contents

In an increasingly competitive consumer age, your customers want you to go the extra mile. According to our research, 84% of customers would be less likely to return to a brand after a poor customer call experience. So, you need to be ready to provide five-star customer experiences, but how can you do that if you can’t see the full picture? That’s where the importance of integrating call tracking with your CRM comes into the picture.

As the MarTech stack continues to evolve, integrations are becoming a must-have for sales and marketing teams. The ability to easily integrate your tech enables you to gain clear insights into customer data, that you can access from one central repository.

In this blog, we’ll explore the importance of integrating call tracking with your CRM system. Call tracking helps you shine a light on the customer journey and provide critical intel that will enhance your CRM data and overall customer understanding.

Why integrating call tracking with CRM is so important

Before we delve into the importance of integrating call tracking with your CRM, let’s quickly refresh ourselves on what call tracking means. Call tracking is the process of linking 'offline' phone calls to 'online' customer journeys.

By tracking calls, both inbound and outbound, you’ll be able to see which channels, keywords, or tactics persuaded that person to pick up the phone. Call tracking also means you can pay attention to outcomes – and log them appropriately – to get full visibility on the true performance of your various campaigns both online and offline.

And when you integrate all that information gathered through call tracking with your CRM systems,  such as Salesforce or HubSpot, you’ll be able to connect the dots like never before.

What are the benefits of integrating call tracking with CRM?

Integrating call tracking with CRM enables you to do things like:

  • Create automated follow-ups: Reduce After-Call Work (ACW) for your agents by using call tracking to automatically log customer interactions and schedule follow-ups. For example, after a customer converts on the phone, you can automatically schedule an agent follow-up with the customer a week later.
  • See how customers interact across every touchpoint: With all your data being fed into one place, you’ll have a comprehensive view of every single touchpoint. You’ll be able to create detailed records of call dates and times, where they called from, length and Average Handle Time (AHT), plus how many times they called and the outcomes of each. By understanding needs and interests, you can provide better customer service.
  • Create upsell and cross-sell opportunities: With greater customer understanding comes greater potential. If you understand their needs, interests, and behaviours, you can prep your agents to identify and maximise upsell and cross-sell opportunities on demand as well as anticipate future requirements. This can make customer interactions more relevant and engaging.
  • Match insight to impact: If you want to accurately track conversions, you need to bridge the gap between online activity and offline sales. Smart Match is the easiest way to connect revenue to your calls and campaigns. It helps you understand the real value and outcome of each call by matching the sales and customer journey data to calls, showing you exactly which marketing activity is generating revenue.
  • Optimise agent performance: By developing a clear understanding of why your customers are calling, you can highlight which interactions lead to conversions, train your agents to avoid awkward silences, deflect low-value leads, and pinpoint common queries to improve scripts and increase the number of successful calls.
  • Create more leads: Call tracking handles the admin for you. It automatically adds new contacts to your CRM post-call, providing an instant opportunity for your sales and marketing teams to contact them for a follow-up or retarget them in future campaigns. Plus, you can streamline processes by creating automated workflows that keep new leads moving through your funnel.

How to incorporate call tracking into your tech stack

If you want to supercharge your call centre performance, boost your revenues, and improve your campaigns and strategy, call tracking software is an essential tool for your tech stack. So, what are the key considerations for integrating call tracking with your CRM? We’d recommend paying attention to four areas:

  1. Compatibility: Businesses should ensure their call tracking software is compatible with CRM software, or work with a provider with API.
  2. Data quality: Data quality is essential for accurate reporting and analysis. Businesses should ensure their call tracking and CRM software can capture accurate data and eliminate duplicates.
  3. Privacy and security: Businesses should ensure they comply with privacy and security regulations and protect their customers' data.
  4. Training: Businesses should provide adequate training to their sales and marketing teams to ensure they can use the software effectively and efficiently.

Infinity integrates seamlessly with many CRM systems such as Salesforce, Oracle, SAP, and HubSpot. This enables you to automatically draw links between marketing data and customer data. With this knowledge at your fingertips, you’re better able to map the journey your customers take and track ROI more accurately than ever before.

Looking to gain clarity on customer interactions by integrating your call tracking data with your CRM?  Start a conversation with us today.

Ready to unlock real audience insight at scale?

Discover how our call intelligence will help you

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