Top benefits and uses of call analytics for marketers
15 Jul 2022 in Marketing
Marketing teams across industries find themselves faced with some tough questions. Chiefly, how can we deliver significant results in an increasingly competitive digital environment? The pressure is on to make each and every campaign bigger and better – more leads, more conversions, more ROI – but without the right tools in place this can feel like an impossible challenge.
According to recent report, 91% of marketers are expecting to invest even more in Martech next year. But why should marketers use call analytics? Well, if you think call analytics only belong in contact centres, you’re missing out on a huge opportunity to scale your campaigns and reach customers more effectively, without obliterating your budget.
In this blog, we’ll explore the importance of call analysis, and call analytics, and we’ll highlight how building analytics into your marketing strategy can boost your results and create campaigns that resonate.
What is call analysis?
Call analysis, refers to the process of measuring, collecting, analysing and reporting on data captured via inbound and outbound phone calls. How do you analyse a phone call? This requires specific software that can help you capture specific data such as the caller's name, phone number, and the marketing source that drove the call.
Marketing professionals can use insights extracted from call analytics to optimise their campaigns. Weaving real, actionable customer data into campaign planning, execution and reporting is likely to lead to more qualified leads, higher conversion rates, and a better customer experience. Successfully implementing call analytics allows you to maximise the impact of your marketing campaigns and ultimately, optimise your ROI.
What are the key benefits of call analytics for marketers?
Identify channels and keywords that are likely to drive conversion
We can find our audiences. We can tailor our messaging. But without real feedback from customers, how can you optimise your marketing strategy? Call analytics can help understand which channels, keywords, social ads or websites led to your customer making a purchase. Whether it’s Google search, a PPC campaign or word-of-mouth on social media, identifying key channels is the best way to evolve your marketing campaigns.
Unearth hidden insights, highlight topics and keywords, and analyse sentiment to understand what your customers really want. Call analytics can highlight words and phrases that persuaded the customer to convert, enabling you to adapt activities such as PPC campaigns to create messages that resonate.
Map the customer journey using real, actionable data
The purpose of journey mapping is to understand your customer’s intentions, motivations, and pain points. Having this kind of data at your fingertips can help you convert leads faster and retain existing customers longer. There’s always room for improvement and using call monitoring to map the customer journey can shine a light on potential obstacles.
Identify common trends or obstacles in your customer journey, highlight frequently asked questions or concerns that delay conversion, and pinpoint precisely what turns unhappy callers into loyal customers. Could you optimise messaging to convert faster? Are there any pitfalls in the customer journey that prevents someone making a purchase? Enhance your campaigns with customer-centric data that will improve your ROI.
Inform your campaign targeting and refine your messaging
Another hidden benefit of call analytics is collecting real-time customer feedback. Talking to customers about how and why they chose you – particularly over your competitors – can provide detailed insights into opportunities and threats. Collecting intelligence about how customers perceive you and your competition can help you refine your positioning and emphasise your strengths, making your messaging more persuasive.
You can also uncover new opportunities to promote products to broader audiences. By analysing over 150,000 calls, the marketing team at Specsavers were able to not only refine messaging but improve their targeting to raise awareness of their home visit services. This enabled them to better support customers and create an uplift in sales opportunities. Since refining their collateral and campaign plan, Specsavers has seen a 20.5% increase in rate of calls regarding domiciliary bookings, boost conversions from PPC by 59%, and slash CPA by 32%.
We’ll cover exactly how they did this later on – so keep reading!
It streamlines the process of gathering data
Enhancing the performance of your marketing campaigns and channels relies on data. Clever marketing teams are busy collecting customer intelligence and attributing revenue accordingly, using call analytics and tracking to connect the dots. If you’re planning to implement call analytics, you need to make sure your call monitoring software slots neatly into your existing tech stack.
By feeding in the data from all your marketing channels, including display advertising, search advertising, organic social, email campaigns, affiliate marketing and website visits across devices increases the scale of your analysis. This empowers your marketing team to unearth insights faster, without needing a data science degree.
It can help refine your wider marketing and sales strategy
Call analytics can help align your wider marketing and sales strategy by sharing insight into the most impactful marketing campaigns and prevent under- or over-valuing specific channels using data-driven insight.
Being able to understand how lead generation converts into customers means your teams can set joint goals and metrics that are likely to attract and retain customers. It also helps align your wider strategy by sharing insight into the most impactful marketing campaigns and prevent under- or over-valuing specific channels using data-driven insight.
How Specsavers used call analytics to transform their campaigns
Every day, thousands of people pick up the phone to book an eye test with Specsavers. While bookings are never a bad thing, each of these phone calls represented a blind spot for their marketing team. When a customer moved offline, they had no visibility of which campaigns, channels or keywords encouraged customers to act.
Specsavers were also keen to understand what was happening during calls. They knew customers would be offering up valuable intelligence that could be used to evolve and improve messaging. But without an efficient way to monitor calls, they had no way of uncovering friction points that were getting in the way of conversions.
By adding Conversation Analytics to their tech stack, Specsavers were able to gain full visibility into campaign performance. Keyword spotting helped pinpoint common conversation topics, causes of friction and uncovered new opportunities.
Interestingly, after analysing over 150,000 calls, we were able to bring to light a lack of awareness relating to Specsavers’ domiciliary services. They noticed that due to changing customer needs, more customers were likely to be receptive to home visits. They were able to refine their messaging and improve targeting to raise awareness of their home visit services – helping to better support customers. Specsavers saw the following results:
- 20.5% increase in rate of calls regarding domiciliary bookings
- 32% reduction in CPA
- 59% boost in rate of PPC visits that led to calls
- 25% increase in home visit booking calls from PPC
- Pinpointing exact business hour when calls were being missed
How Conversation Analytics can supercharge your marketing
Conversation Analytics can surface hidden insights, highlight topics and keywords, and analyse sentiment in every call. With it, you can identify common trends or obstacles in your customer journey, highlight frequently asked questions or concerns that delay conversion, and pinpoint precisely what turns unhappy callers into loyal customers.
It also captures the data needed to build smoother customer journeys and reduce manual work involved in handling multiple calls. Evolve your tactics based on real data from your customers, instead of relying on intuition. It can tell you:
- Why people are getting in touch, by monitoring and logging the topics of conversation, including any associated keywords and phrases.
- The outcome of each call, so you can surface trends from calls that delivered positive or successful outcomes.
- How customer sentiment is changing throughout the call, so you can pinpoint exactly what makes the phone call experience positive or negative and improve from there.
Plus, Conversation Analytics integrates seamlessly with many contact centre technologies and CRM systems, including Vocalcom. This allows you to harness rich data automatically and draw links between marketing data and customer data.
Every conversation matters and it’s up to you to find what matters in every conversation. Start one with us today to unlock the benefits of Conversation Analytics and make every call count.
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.