How Call Monitoring Reports Can Improve Sales

9 Mar 2022 in Marketing


Volume of calls. Average handling time. Total sales. These are some of the ways call centres have traditionally measured success. But with technology on the market designed to make your call centres smarter, you have the opportunity to collect data that will improve sales and increase efficiency.

Call monitoring reports are an important part of contact centre analytics. They’re capable of delivering actionable insights taken from real-time customer calls. Intel extracted from call monitoring is crucial for improving your overall sales performance, highlighting what your agents do well and how they could get even better.

In the blog, we’ll refresh ourselves on what call monitoring does, we’ll explore the kind of data you can get from call monitoring reports, and we’ll explain how all of this data can improve sales and contribute to that all-important bottom-line.



What is call monitoring?

Simply put, call monitoring involves technology that allows you to observe customer calls with your agents in real-time. Every conversation matters and by introducing call monitoring software into your day-to-day operations, you’re better equipped to discover what matters in every conversation.

Call monitoring in call centres can unlock real audience insight, at scale. By building this insight into your strategy, you’ll be able to improve sales as well as reducing call handling time, addressing customer issues before they even arise, and perfect scripts to convert customers faster. With the right tool in place, call monitoring won’t just impact call centre performance, it can positively influence your entire business strategy.

For example, energy supplier British Gas receive high volumes of inbound phone calls every single day, and they needed to know what exactly was driving those calls and optimise their strategy to handle as many as possible. Using Infinity’s call tracking and analytics software, they were able to dramatically improve the quality of their calls by collecting data such as call length, who they were missing calls from, and rating call outcomes more accurately.



What type of data can you get from call monitoring reporting?

So, what kind of data can you expect to extra from call monitoring reports? Here’s a selection of insights and benefits call monitoring can provide for your sales teams:


  • Identify the language and conversational trends that are likely to trigger conversion to create more effective sales scripts. For example, ‘would you like more legroom?’ could be a more persuasive upsell for a weary traveller than ‘would you like to upgrade to first class?’

  • Understand which channels and keywords persuaded a customer to pick up the phone. If your agents know what is likely to trigger a call, they can be better prepared and handle calls faster.

  • Anticipate common pain points and FAQs by analysing call monitoring transcripts. If you can provide answers and solutions to questions your customers haven’t even thought to ask yet, you’ll deliver exceptional customer service.

  • Reduce pressure on your teams by deflecting calls with common queries that can be dealt by providing information on your website or in other materials, minimising wait times and helping your teams focus on the best quality calls that are more likely to convert.

  • Understand the most important talking points. Being able to pinpoint the moment you convert an unhappy caller into a satisfied customer is the golden nugget for your call agents and sales teams. It can also help improve your objection handling with customers sitting on the fence.

  • Enhance overall marketing and sales strategy with rich, customer-centric data that will help you build smoother customer journeys and improve your ROI.



How can call monitoring reports improve sales?

Call tracking and analytics are a match made in call centre heaven. Call tracking can supercharge call centre performance by providing real-time data on where calls are coming from, to better understand where and why customers pick up the phone. If you can pinpoint the action that triggers customer calls, you can tailor scripts using high-quality transcripts and deliver call centre agent training that will drive more successful outcomes.

When you pair call tracking with Infinity’s speech analytics suite, Conversation Analytics, you can take things to the next level. With both solutions, you can get the insights you need to map your customer journey, improve customer service and streamline operations.

With Conversation Analytics, you can evolve your tactics based on real data from your customers, instead of relying on intuition. It monitors conversations to understand why people are getting in touch, it flags keywords or trends before you’re even aware of them, and it uses speech analysis to monitor sentiment during calls, to help you nail what makes a call a positive or a negative experience for your customers and adjust for better results.

Independent travel company Flight Centre wanted to focus on the promotion of tailor-made holidays, which required in-depth calls with potential leads. To maximise profits, Flight Centre needed to identify which channels were generating high value calls. Conversation Analytics enabled them to set goals based on location, intent, and even brand words that they marked as high or low value. This led to a 46% year-on-year increase in conversions and a 44% increase in the number of high-value enquiries that led to a booking.

Even better, Conversation Analytics integrates seamlessly with many CRM systems, allowing 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.



Key takeaways


Let’s recap what we’ve learned about how call monitoring reports can improve your sales and drive more successful call outcomes for your business:

  • Call monitoring is perfectly placed to improve sales by reducing handling time, addressing issues before they even arise, and perfecting scripts to convert faster.

  • Identify the language and conversational trends that are likely to trigger conversion to create more effective sales scripts.

  • Gain a greater understanding of sentiment dips, being able to pinpoint you convert an unhappy caller into a satisfied customer is a goldmine for your sales teams.

  • Enhance overall marketing and sales strategy with rich, customer-centric data that will help you build smoother customer journeys and improve your ROI.



Every conversation matters. Start one with us today to unlock the benefits of Conversation Analytics and make every call count.

Content Manager

Michelle Param
Content Manager

Michelle is the Content Manager at Infinity. She’s well versed in crafting content across a variety of sectors, with a specialism in technology, including cyber security, business IT trends, digital transformation and government IT.

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