DialogTech - ContactCenterWorld.com Blog
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By Brandt Jadin
DialogTech is excited to be the only call analytics provider chosen by Amazon Web Services (AWS) to integrate with Amazon Connect and Amazon Lex. Contact centers running Amazon Connect can use the marketing insights on each caller captured by DialogTech — including the caller’s phone number and geographic location and the marketing channel, ad, keyword search, and webpage that drove the call — to personalize the caller experience and convert more leads to loyal customers.
Want to learn more about the integration? Let’s break it down.
About Amazon Connect and Amazon Lex
Amazon Connect is a self-service, cloud-based contact center service that makes it easy for any business to deliver better customer experiences at a lower cost. Amazon Connect is based on the same contact center technology used by Amazon’s customer service associates around the world, powering millions of customer conversations.
When a consumers calls a business running Amazon Connect, Amazon Lex is the AI technology the caller can interact with initially before being routed to an agent. It’s the same technology that powers Amazon Alexa. Amazon Lex enables businesses to automate voice conversations with callers via sophisticated bots that use automatic speech recognition (ASR) and natural language understanding (NLU) to recognize the intent of the caller, converse with them, and determine next best actions.
DialogTech provides actionable marketing analytics on inbound phone calls. When someone calls your business, the DialogTech platform tells you what marketing interaction drove that call, who the caller is, where they are calling from, and much more. The integration with Amazon Web Services enables DialogTech to pass that data to Amazon Connect and Amazon Lex in real time, so businesses can use it to provide callers with personalized, winning call experiences and convert more callers to loyal customers.
Why Does the Call Experience Matter?
Consumers today expect brands to know who they are, anticipate their needs, and deliver on what they want. This applies to the entire customer experience, both online and over the phone.
When consumers pick up the phone and call, those engagements can be the most valuable — a recent Forrester study found that customers who call convert to revenue faster, spend more, and have higher loyalty than those who don’t — but these phone calls are often the engagements where the customer experience breaks down.
As a consumer yourself, you can probably guess the top complaints that callers have when contacting businesses — unanswered calls, long wait times, and unhelpful agents. We have all experienced these annoyances, and they have a real impact on revenue and customer loyalty. Studies show that 84% of us will cease doing business with a company after one of these poor caller experiences.
The integration between DialogTech and Amazon Connect and Amazon Lex helps businesses remedy those issues and provide personalized call experiences that lead to loyal customers.
5 Benefits of the DialogTech Integration with Amazon Connect and Amazon Lex
To understand how the integration can benefit your business, let’s look at it from the perspective of an inbound call made to an insurance provider’s contact center running Amazon Connect. In this example the caller is a shopper in Illinois looking to purchase car insurance. They researched online by visiting Google on their smartphone and searching for “cheap car insurance in Illinois.” They saw the insurance provider’s AdWords ad, clicked through to their website, and decided to call the business to talk to an agent.
So with that initial setup, let’s look at how DialogTech and Amazon Connect can work together to help that insurance provider grow revenue.
1. Provide Amazon Lex with Data to Personalize Engagement
When the call comes into the contact center, DialogTech feeds data on the caller’s online journey and purchasing intent into Amazon Lex to influence voice interactions. Now Amazon Lex knows who the caller is and what marketing interaction led to the call. It can then look up that caller’s information in the insurance provider’s CRM, and if they had any previous interaction, Amazon Lex can use that history to make better recommendations in real time.
2. Route Callers to the Best Agent to Convert Them
Using the insights on the caller captured by DialogTech, Amazon Lex can help connect them with the agent with the right skillset to convert them to a customer. DialogTech captures intelligence on each call – in this case, it knows who the caller is, that they are from Illinois, and that they are interested in “cheap car insurance” – so Amazon Lex is able to send them to the first available agent best able to assist that caller.
3. Arm Agents with Rich Insights on the Caller
Getting shoppers to call is the first step — knowing what to say is the second. DialogTech passes insight on each caller to Amazon Connect so contact center agents know before they answer the call who the caller is, where they are calling from, and the specific marketing interaction that drove the call. So in our example, the agent knows the caller is from Illinois and interested in affordable car insurance. This helps the agent anticipate the caller’s needs, take the right conversation tactic right out of the gate, and deliver a more seamless, personalized experience to win the sale.
4. Prioritize Your Most Valuable Callers
Using data from DialogTech, contact centers can place callers from the marketing channels, ads, search keywords, or webpages with the highest purchasing intent into priority queues to get answered immediately. So if the insurance provider in our example thinks that Illinois callers from Google searches on cheap car insurance are better qualified leads than other callers, it can make sure that caller is answered right away, maximizing the chances they convert to a customer.
5. Optimize Marketing ROI by Generating More Calls that Convert to Customers
By connecting marketing with sales and operations, DialogTech and Amazon Connect enable marketers to know which marketing sources generate the best converting calls. For example, if our caller shopping for car insurance becomes a customer, the insurance provider’s marketing team will know that “cheap car insurance” was an effective keyword search to target in AdWords and the ad and landing page they used for it are effective. They can then make smarter optimizations to allocate spend to get more the most valuable leads calling, which in turn enables the contact center to generate more customers and revenue. It’s a win win.
So there you have it. For more information on the DialogTech platform and our integration with Amazon Connect and Amazon Lex, give us a call at 877.295.5100 or visit request a demo.
Publish Date: November 16, 2017 5:00 AM
Interactive Voice Response (IVR) technology allows you to automate voice interactions between callers and your business. Marketers today use IVR to automate a wide variety of activities, including qualifying and routing inbound callers, conducting phone surveys, confirming appointments and deliveries, and much more.
If you’re in marketing, getting started using an IVR isn’t as daunting as it may seem! You don’t need any IT assistance or technical expertise. Based on your marketing goals and objectives, you can create a new IVR quickly and easily using an IVR solution built for marketers. But before you do, you should first answer some basic questions to help create the best IVR:
What do you want the basic setup of your IVR to be?
Think about your brand and the tone that you want to convey. Within an IVR you can upload or record your own voice for the audio or type in text that the computer will read using a simulated voice, known as text-to-speech (TTS). If you will be using TTS, you can select it to be a male or female voice as well as the speed that the computer reads the text that you have entered.
TIP: Recording your own voice may be more time consuming, however it will likely provide a more personal caller experience, especially if you have more in-depth questions. If you are short on time and have a more simplistic set of questions TTS may be the best route.
Would you like there to be an inbound or outbound greeting? Or no greeting at all?
Use an inbound greeting if respondents will be placing a phone call into the IVR. Use an outbound greeting if you will use this IVR along with a voice broadcast to have the system place calls to your respondents. By using voicemail detection you can ensure the system leaves the entire message on an answering machine and, if you desire, allows you to deliver one message to a live person and a different message to be left on answering machines.
TIP: Remember that in some instances you may not need a greeting. If respondents are entering the IVR from another IVR or if they are being transferred in from a live agent they will not need a greeting. [/proTip]
How and when do you want respondents to answer?
Do you want respondents to be able to answer verbally or via their keypad? Enabling speech recognition allows your respondents to respond to the IVR with their voice or by pressing a key on their phone’s keypad. If speech recognition is disabled, respondents must use their keypad only to respond to the IVR questions. In addition, think about if you want to play a beep at the end of the question or play the entire question before allowing response.
TIP: You may want to choose the latter option if you want respondents to hear the entire question before they have the opportunity to respond. This is especially important for multiple-choice questions or if important information is provided at the end of the question.
What types of questions will you be asking? Structured, unstructured, or both?
Based on the data you would like to collect, you can ask yes/no questions, multiple choice, record answers, ask for the date, time, numerical digits, phone numbers, currency and more. Be sure to think about the ideal format of the results. What questions and response type are going to be the most efficient and accurate for you to receive?
TIP: Don’t forget to set up the next action you want the IVR to take after each questions. You can have the system move to the next questions, select an action based on a response, transfer the call, end call, go to another question and more.
Test, test, and test again!
Take the time to go through the entire process using different responses several times. Ask other members of your team to do so as well. One confusing prompt or incorrect question flow could provide a poor caller experience and loss of callers and revenue.
How would you like to receive the results?
Determine how you want to retrieve your IVR results. Do you want to look them up in your IVR portal, have them emailed to you or your team, or have them passed to a web server?
For example, mattress retailer Sleep Train uses an IVR phone survey to ask customers post-delivery questions which they then access in web-based reports. “It has saved us a ton of time while still enabling Sleep Train to ensure our customers were treated right”, said Dwayne Bradley, Telecommunications Manager at Sleep Train.
TIP: Think about the number of responses you are likely to receive and the time of day that most will be coming in. Also, will there be responses that need immediate follow up? Would it be a helpful reminder to have them emailed? Or would it be more convenient to check within your IVR portal as needed? You can always adjust the option as needed.
Marketers can use IVRs in dozens of ways to improve their marketing and save time and money. A common use case is using IVRs to automate how inbound calls are qualified and routed. For example, online health case listing service Vitals uses IVRs to ask the caller to press 1 if they are calling to make an appointment or press 2 for all other inquiries.
If you are new to IVR, or are looking at solutions to grow your business, DialogTech can help. We have an easy-to-use IVR solution built specifically for marketing, sales, and support people to use themselves — no IT help required. To get a walkthrough of our IVR solution, request a demo now.
Learn more about DialogTech’s IVR solution, which makes it easy for marketing, sales, and support to build their own IVRs.Learn More →
Publish Date: October 5, 2017 5:00 AM
Are you using IVR (interactive voice response) solutions to grow your business? If you work for a business where customers call you, there are dozens of ways to use IVR applications to improve marketing and sales, increase customer loyalty, improve efficiency, and cut costs.
If you are new to IVR, or are looking at new ways to use it, here are 7 use cases you may wish to consider (in no particular order):
1. Measure and Improve Customer Support with IVR Phone Surveys
For support professionals, phone surveys are an invaluable tool for measuring customer service quality. Phone surveys provide you with immediate feedback from customers on how your team is performing and how satisfied people are with your service.
There are two types of surveys support professionals can set up: inbound IVR (surveys you call to take) and outbound IVR (surveys that call you). For example, you can transfer callers to a quick inbound survey to provide immediate feedback after speaking on the phone to a support agent. This type of phone survey helps businesses gather timely and relevant feedback at a time when the transaction remains fresh in customers’ minds. Alternatively, for times when a customer’s satisfaction with the help you provided can’t be immediately gauged, you can schedule an outbound IVR to automatically call customers after a certain period of time and ask them questions. If you want to learn more about phone surveys download, The Definitive Guide to Automated Phone Surveys.
2. Generate Phone Leads for Marketing Campaigns
An interesting way many marketers are using IVR is by making it the asset in their calls to action. For example, instead of sending out emails and running ads asking people to download your white paper, you can ask them to call a special number to interact with your IVR. “Take our brief survey to win an iPad”, or “Find out if your processes are in line with best practices using this 3-minute analysis”, for example. At the end of the call, the IVR can give them the option of speaking immediately with a sales rep. You capture all their contact information and IVR responses for future marketing campaigns.
3. Score Phone Leads Before Passing to Sales
Inbound IVRs are ideal for scoring phone leads. The IVR will ask callers the questions you determine work best to qualify them for your particular campaign. For example, if you are using the BANT (budget, authority, need, timeline) model to qualify leads, you can pose those questions to learn if callers are really ready to buy. Or you can find out from your sales managers what questions they care about in order to qualify leads, then pose those questions to callers.
Leads that score high enough are passed from the IVR directly to sales for an immediate conversation. Others can hear a custom marketing message and be given the option of leaving a voicemail for sales. You can even send them to a second IVR if that works best for your campaign. It’s the same principle you use when inserting qualifying questions on your web forms. But the IVR results are better because leads passed to sales get connected in conversation immediately.
4. Receive Customer Feedback on New Products for Customers Testing in Beta with Inbound and Outbound IVRs
Use IVR to survey customers who are testing new products in beta. The survey can ask yes-or-no or multiple-choice questions, or the questions can be open-ended and the customer can provide answers in their own voice. It’s flexible and the surveys can be easily updated to reflect new stages in your product testing.
Surveying customers in beta using IVR also makes it easy for you to receive and evaluate feedback, and then make changes accordingly. The results of the IVR survey are immediately accessible after a customer has completed the survey. This enables your team to take action to resolve issues or make adjustments as needed based on the information your customers have provided.
5. Conduct Market Research to Decode Purchasing Preferences, Habits, and Needs
Get to know your customer demographic and decode their purchasing preferences, habits, and needs with phone surveys. Phone surveys will help you learn your customers’ attitudes about your industry, your products and services, and themselves. Market research not only helps you understand your current customers, it helps you understand your potential customers and opportunities for growth.
Conducting this type of research via IVR phone survey helps you to be agile questions can be updated and changed as needed, and results can be viewed and analyzed instantly. IVR surveying for market research is more cost-effective than hiring a team of surveyors and buying expensive equipment to conduct the research.
6. Increase Sales by Delivering Automated Calls to Customers Soliciting Reorders
If you sell products or services that require reordering or renewals, automating the reminder and reorder process with an outbound IVR survey can be a real cost-saver. Ask your customers what product or service they need to reorder, how much, the day they need it, and any other relevant questions to complete the order. Automated reordering can be used for patients needing to refill prescription drugs, for businesses needing to reorder goods and supplies, and many other needs.
7. Manage Inbound Calls Automatically Using an IVR Virtual Receptionist
Set up your own IVR auto-attendant to answer incoming calls, route callers using interactive phone menus, and provide info like account balances or business hours. IVR auto-attendants can replace live receptionists, helping your business cut costs and provide 24/7 customer service.
If you wish to try using an IVR for any of these tasks, DialogTech can help. We have the most approachable IVR solution available today. To view our IVR solution for yourself, contact your sales rep today or request a demo now.
Publish Date: September 22, 2017 5:00 AM
It’s highly likely that at some point in your life you’ve been told that first impressions count. It’s such a popular maxim that most of us accept it as truth and apply it to our professional and personal lives regularly.
But what about brands? Shouldn’t a brand be concerned about the first impression it makes on a consumer?
Google recently announced that the Chrome browser will soon include built-in ad blocking. This feature will block annoying ad types such as pop-ups, autoplaying video ads with sound, large sticky ads, and flashing animated ads. For the full list, visit The Coalition for Better Ads.
It’s not surprising that Google has developed an ad blocker since 32% of US internet users will use an ad blocker this year. A cynical view of Google’s move into ad blocking is that Google is preemptively striking against the so-called “ad-block profiteers” who demand cash from Google’s DoubleClick advertisers to unblock their ads for consumers.
But let’s give Google the benefit of the doubt for a moment and accept that their primary motivation is to improve the consumer experience by blocking annoying ads. We think that this move is not only good for consumers, but it’s good for brands, too.
Shunning annoying ad types is simply smart business for brands these days, regardless of ad blocker usage. An ad impression is often the first impression a brand makes on a consumer, and irritating ads can cause consumers to question the reputability of a brand.
Of course, ad impressions are just one of the many ways in which consumers form an impression of your brand. The experience consumers have when they call your business is another.
If your company relies on phone calls from consumers, marketers must ensure that your consumers have a positive experience. That includes routing callers optimally to the best person to assist them right away. It also means arming those sales agents with data on the caller (who they are, where they are calling from, what marketing ad and webpage they called from) at the time of the call so they can have a seamless, consistent, winning call experience. Each phone call presents an opportunity for the consumer to form a positive or negative impression of your brand, much like an ad impression does, and marketers must make each call count.
Phone calls to businesses are typically considered a few steps down the funnel from a display ad, but a basic principle applies across both types of interaction — annoying consumers is bad. For display advertising, this translates into making your ads unobtrusive in style, relevant by targeting, and compelling through content. For phone calls, this translates into making sure that consumers are quickly routed to a knowledgeable and helpful person.
In each case, there is an opportunity for your brand to make a positive, lasting impression, so you should make the most of it. DialogTech offers the tools and expertise to help ensure that the conversations you have with potential customers are smooth, professional, and valuable. Give us a call and we’ll do our best to make a lasting, positive impression on you.
Publish Date: July 25, 2017 5:00 AM
Do you remember the last time you called a business and were directed to the wrong person, ended up in voice mailbox, or, worse, never received a call back after leaving a message? Like most consumers today, you are part of the experience economy and truly value your time and experience with brands. In fact, 84% of callers will not continue doing business with a company after a negative caller experience. If you want to build customer trust and brand loyalty, you must ensure your callers have a positive and productive experience.
Here are 4 of our top tips to ensure callers have the best experience with your brand:
1. Make a Great First Impression
Don’t forget that consumers are calling US businesses by the billions. From 2014 to 2019, it is predicted there will be a total of 110% growth in call conversions from digital ads. As they say, “you only get one chance to make a first impression.” You want to ensure you provide each caller with a world-class customer experience in order to convert more callers to lifetime customers.
Pro Tip: Build trust by showing you care about the caller and the experience they have with your business. Make the process simple for them to get in touch with you. Here are two ways:
- Appropriately qualify callers by setting up an interactive voice response (IVR) tool to answer calls and determine their needs so the call can be properly routed.
- If it’s after hours and your business is closed, ensure your voicemail box is set up with a customized voice recording versus an automated greeting.
2. Have the Perfect Person on the Line
Get the right people to the right place. Impress callers by having the right person ready to answer their specific inquiry at the right time. Create a seamless call journey by automatically routing customers to the right destination based on various caller variables. For example, you can route certain callers based on the marketing source they called from, location, time of day, and much more, to certain team members at your business. Getting people to call is only the first step – it’s what happens on the call that determines true ROI.
Pro Tip: Optimize how calls are routed so that each caller converts into a customer. Are some agents more senior than others? Are some customer service representative experts trained in different areas? Build customer trust by routing callers to the right place and the right agent. This shows your company pays attention to the details and desires of their customers.
3. Fast Track Valuable Calls
Have you ever called a company or establishment that you spend a great deal of money with and been disappointed by the wait time? 60% of customers hang up after waiting on hold for less than one minute. As consumers, we have come to expect priority service when we know we are a priority customer. As marketers, we know certain sources and campaigns often drive the most valuable callers. For example, when you spend precious dollars on a high-converting paid search campaign, you want to feel confident those phone leads are being answered.
Pro Tip: Create a “VIP Line” so your priority customers become priority callers.
If a customer has bought from you before, prioritize their call and fast track it – don’t leave them waiting. To do this, use an IVR to direct callers immediately and then distribute them among your readily-available customer service team.
4. Arm Your Agents
Equip your sales or customer service representatives with the background information they need to efficiently convert the caller to a customer. By integrating your caller and customer data within your CRM, you’ll have all of the information you need at your fingertips to make it a personalized caller experience.
Pro Tip: Know what to say before answering the call. Use targeted language to convey you understand their pain points and the products or solutions they are looking for. Try including phrases such as, “I saw you were looking at…” or “I noticed you were interested in…” Surprise callers by anticipating their needs and being ready with a solution right away.
If you follow these guidelines as you are building out your customers’ call journeys, you will find yourself with happier customers. You’ll increase customer trust in your company when you understand their needs and deliver on your promises. Remember that the agent on the other end of the line is often the first human touch a customer has with your company – make it a memorable one.
If you want to learn more about the role calls play in the new customer journey check out this on-demand webinar to get 7 more strategies to improve the call experience.View More Strategies →
Publish Date: July 18, 2017 5:00 AM
Call attribution technology is like an onion. It has many layers. Some are more complex than others, which can be overwhelming. That’s why we’ve pulled together this breakdown.
Here it is, from A to Z. This is what call attribution and conversion is all about.
I know, attribution is in “call attribution,” but it’s worth calling out. Successful marketers thrive off of attribution – but it has to be good attribution. It has to be accurate. Connecting conversions to marketing is a top priority for marketers (84% said so), but few believe they are doing it well.
When you don’t have strong attribution you can end up wasting budget and investing in campaigns that don’t work. Or you could underestimate how well a given campaign performs, especially when you ignore call conversions. Take this paid search example:
The rise of smartphones, larger mobile ad spend, and the increased use of click-to-call by consumers is creating a blind spot for marketers who need to show the full attribution picture of their efforts.
Block Spam Calls
Does your business receive a lot of spam calls? If you’ve ever received a fake political call, been tempted by a cruise line sweepstakes, or heard the dreaded fax machine noise, you understand how frustrating spam calls can be.
They can also ruin your attribution data. Call attribution technology helps prevent unwanted spam calls from corrupting your call attribution data and reaching your business. That way marketers can ensure call data is accurate and invest confidently in marketing programs that drive customer calls.
Quick SpamSentry™ call out: It’s unique and is the only solution in the call tracking industry to use adaptive, machine-learning technology. It’s a critical feature that can self-identify variants of spam it’s been trained to recognize and immediately prevent the calls from reaching a business’ call center, office, and other locations.
Conversation obviously makes sense when talking about phone calls. But let’s emphasize just how important conversations are. Your customers want to call (52% during research and 62% during purchase, according to Google), and when they do they convert. According to analyst firm BIA/Kelsey:
- Calls from mobile marketing are predicted to increase 113% between 2014 and 2019.
- Calls convert to revenue 10x-15x more than web leads.
- Calls influenced $1 trillion in consumer spending in 2016.
Conversation is natural for consumers. We see that reflected in innovations such as virtual assistants and voice search. Amazon and Google are even working on turning their automated assistants, the Echo and Google Home, into home phones with the addition of voice-calling features. Voice is the newest marketing channel.
Dynamic Number Insertion
Dynamic number insertion (DNI) is the bread and butter of session-level call attribution. It’s a marketing analytics technology that enables businesses to get attribution for the phone calls generated from their digital advertising and websites.
- The marketing source that drove the website visit
- The caller’s path through your website
- Caller data
- What happened on the call
- The value of the call
I wouldn’t be surprised if you said you’ve thought about using call attribution technology, but were intimidated. Or maybe you thought you had to work with the IT department to implement, complicating the process. It doesn’t have to be hard.
If you’re a franchisor, or a business with a centralized marketing and distributed sales (CMDS) structure, you know how challenging it is to get intelligence (or even just credit) for the leads you send franchisees and individual locations. And for most franchisees, a phone lead is the best lead. But calls are also the toughest leads for marketers to track.
It’s especially tough for franchisors and CMDS businesses, considering the distributed nature of their locations and independent operations. Even though these locations often contribute to a national marketing fund, proving it’s the national dollars driving calls can prove challenging.
Many franchisors, such as Sylvan Learning Center, use call attribution to track these calls and conversation insight technology to understand what was actually said on the calls. Analyzing conversations allows you to learn if any keywords are spoken, if agents are mentioning the right promotions, or even the specific reason why someone is calling.
Smartphones and mobile marketing are set to drive 162 billion calls to US businesses by 2019. That’s not to be under estimated by marketers. Routing these calls to the right location or person is critical to optimizing conversions and sales.
Geo-location technology uses cell phone triangulation to determine the precise geographic location of mobile callers and route their call to your closest store, office, or agent. And then you can get reports about the lead source that drove every call, the location and market of every caller, and even the sales opportunities and revenue generated from each.
Heartbeat is a technology unique to DialogTech’s SourceTrak solution. DNI relies on pools of phone numbers to attribute calls from digital marketing. As a result, the bigger the pool of numbers you have, the more expensive the service.
Heartbeat technology actively monitors each website session for inactivity and quickly returns phone numbers of inactive sessions to a pool for reuse. This helps marketers get complete attribution with fewer phone numbers at a lower cost.
Data integration is the bread and butter for marketers using call attribution technology. 49% of marketers said better integration of marketing technology would most improve their omni-channel marketing efforts. We see a large majority of our customers integrate their call data into the marketing tools they already use.
By integrating this data you get to see your phone calls right next to online clicks. It’s a seamless integration, breaks down data silos, and improves marketing optimizations. It’s a no-brainer if you’re already using CRM, web analytics, bid management, marketing automation, and LiveRamp-connected marketing platforms.
So you’re optimizing your marketing to drive calls to your business – great! But how do you know what happened on the call? This insight can be incredibly valuable.
Digging deeper into specific phone conversations, and the words that were actually spoken, gives marketers a new data source: keywords. But not everyone has time to listen to recordings or read transcriptions of hundreds – or even thousands – of calls a month.
With an analysis tool like Conversation Insight it’s easy to search conversations from any marketing source, geographic location, time of day, and more to find every call where the words you care about were spoken. Then you can use the actual words customers say on a call to optimize SEM and SEO strategies.
Landing Page Optimization
Landing page optimization (LPO) falls into the broader category of conversion rate optimization (CRO). The goal of LPO is to optimize specific elements of a given web page to improve your conversion rate. This can range from larger, total-page overhauls to smaller easier-to-test changes like your call-to-action (CTA). A/B testing is a very common tactic in CRO.
61% of marketers currently use or plan to use A/B testing to improve conversion rates.
As you saw in the Attribution section above, failing to account for call conversions from your landing pages (especially mobile landing pages) could mean you’ll miss 50% of your conversions. Here are 4 tips to optimize your mobile landing pages for calls:
- Ensure your landing pages are optimized for mobile (this should be a given these days).
- Add click-to-call to every page (make it that much easier for consumers to call you).
- Test landing pages with no forms, only click-to-call (don’t give them another option).
- Tailor landing pages for local (personalize it with a click-to-call link with a local phone number).
Optimizely also has a great post that discusses 6 tips to create high-converting mobile landing pages.
Machine learning is a type of artificial intelligence (AI) that provides computers with the ability to learn without being explicitly programmed
Many of us have probably experienced machine learning first-hand, but not realized it. Facebook’s News Feed is a prime example of machine learning in action. Whenever a user scrolling through their feed stops to read or engage with friend’s or a brand’s content, machine learning identifies this and their News Feed will show more content from that friend or brand in the future.
In the phone call space, we’ve seen two important use cases for machine learning (so far):
- Spam call prevention: It can self-identify variants of rapidly-changing spam calls it has been trained to recognize and immediately prevent future calls from reaching a business.
- Automatic call categorization: It can automatically categorize the disposition (or lead quality or call outcome) of the customer calls your business receives.
Comfort Keepers uses machine learning to understand if their campaigns drive a new customer, new caregiver, or an existing customer or caregiver (their four most important KPIs). This is all done without having to spends hours manually listening to recorded calls.
Number Cleansing Process
Number cleansing is a must-have for businesses with phone numbers. Using clean numbers helps reduce the number of fraudulent calls you receive, because the activity that number receives has been monitored carefully before being released for use.
We recommend each phone number be aged for a minimum of 30 days prior to passing them off to your call attribution provider. Once a number has aged 30 days with us, it enters our database and we continue to actively monitor call activity to the number. Numbers that have been deemed clean will then enter available inventory.
A thorough number cleansing process is invaluable. When you put dirty numbers in your ads and on your website, you can get calls unrelated to your marketing, wasting your sales reps’ time and ruining your call attribution data.
Yes, omni-channel may be a buzzword right now, but it’s an effective description of how much the customer journey has evolved in the 21st century. Take this stat: over 75% of online adults age 18–54 start an activity on one device and then continue or finish it on another.
True omni-channel success means we need to focus on people, not platforms. And marketers must own and control the entire customer journey at every touch point online and offline, including phone calls.
One omni-channel pitfall you want to avoid is not including a phone number everywhere. Mobile marketing will drive over 129 billion calls to US businesses in 2017. You need ensure your phone number is displayed prominently on your website and landing pages, and explore advertising options like click-to-call ads.
Smartphones and click-to-call have redefined pay-per-call marketing. As consumers continue to shift their media habits to mobile, performance marketers are following suit. Mobile offers a new audience that can be used to drive incremental revenue for their pay-per-call campaigns. It’s a no-brainer for performance marketers looking to boost commissions.
But pay-per-call marketers need the right technology. With call attribution, publishers get credit for every lead, advertisers only pay for valid phone leads, and networks can track calls to route them accurately.
Review this ultimate pay-per-call marketing checklist to see if you’re missing anything!
Qualified Phone Leads
When your business receives a large volume of calls it’s important to not waste time on bad calls. We already talked about spam prevention, but there other tools you can use to ensure your employees (whether they are sales reps or support staff) use their time effectively.
Interactive voice response (IVR) phone menus are ideal for qualifying and routing callers, conducting surveys, answering routine questions and assisting callers, and much more.
Check out this post if you’ve ever expressed objections to using an IVR like the top 3 we’ve heard.
Using call attribution technology to accurately route calls helps marketers create relevant experiences for callers. It also significantly impacts how the calls convert to revenue.
Set up customizable rules to route callers to the right agent, location, or call center right away – and it can be used with any phone system or device. Route calls:
- By the marketing source, product, or service
- By a caller’s physical location
- By a schedule (office hours, time zones of customers, weekends, holidays, and more)
- By agent skillset and performance
- Between multiple call centers or offices
- Using webhooks for advanced customization
Whether you choose one-to-one or session-level tracking phone numbers depends on the level of granularity you need in your data, and what marketing channels you’re using. Session-level offers a lot more detail on a specific web visitor’s session on your website.
Session-level tracking allows you to track specific callers across every web page they visited on your site, from the moment they arrive all the way through to the moment they place a call. You will capture robust data on every call, including the caller’s activity on your website, for insights into what content converts visitors to phone leads.
At this point in the post, it’s pretty clear using call attribution technology gives you a lot more data. Data you probably weren’t getting before. And it’s more data you can use in your marketing campaigns to target audiences.
Your level of targeting will vary based on the type of campaign you’re running. Marketers use call data in targeting to:
- Build custom audiences based on past callers
- Retarget prospects who have called your brand
- Exclude current customers from specific ad campaigns
- Use conversation insight from phone calls
- Combine web data with call data to tie together online and offline customer journeys
One way marketers track calls with call attribution technology is by using URL tags. Customers who want to track calls from their digital marketing include a specific URL tag in the landing page URL of their ads.
The call attribution URL tag can be set to match the Campaign, Ad Group, or even the Ad. You will get insight on which URL tag generated the call, giving you additional data points in your reporting.
DialogTech’s SourceTrak also offers a unique custom URL tag functionality. If you’re already using URL tags, such as Google’s “gclid” or a bid management tag, DialogTech can dynamically display phone numbers based on any tags you may already use. You don’t have to edit your ads with new URL tags and lose any of the ad’s historical data.
Voice Management Platform (VMP)
Voice is the newest and most promising marketing channel. The power voice has for marketers was mentioned in the Conversation section, everything from voice search to virtual assistants – the opportunities are only growing.
If you haven’t heard of a voice management platform (VMP) before, that’s okay. Think of a VMP like you would a data management platform (DMP). It’s a platform with the call data and technology marketers need to prove and optimize ROI.
Only a VMP, like DialogTech, is comprised of call attribution and conversion technology. This technology helps marketers capitalize on the power of phone calls.
Win Against Your Competitors
What business doesn’t love to see their market share grow? If you rely on calls to provide customers more information or close business, yet you don’t know where those calls come from, you’re already at a disadvantage against your competition.
Call attribution software empowers your business with data you can use to optimize your campaigns and reach consumers more likely to call – before your competition does. It helps you:
- Understand which ads, campaigns, and keywords searched generate the most calls.
- Know how a caller interacts with your website before and after a call, which web pages they visited, how long they spent on your site and more.
- Follow leads through the sales cycle by integrating with CRM systems, so you know exactly which marketing sources drive the most revenue.
Consumers want personalization. And for 56% of marketers, the biggest benefits of personalizing a consumer’s experience were higher response and engagement rates.
A caller’s experience can make or break a sale. This comes down to the way their call is routed and how useful your IVR is to how equipped a live representative is to help them. A number of factors discussed throughout this post support a successful caller experience.
With the data you collect using call attribution technology you get a more well-rounded view of customer behavior. After connecting their offline behavior to their online behavior, you can finally understand what their customer journey looks like and how they engage with your brand at every touch point.
Not to mention all the data you get about every caller. Yes, call attribution tells you what marketing source drove the call, but it also gives you detailed information about your callers:
- Phone number
- Call history
- Day and time of call
- Call interaction
- CRM data
Zero Missed Conversions
Including call conversions with your online conversions means you’re never missing a conversion. Marketers can’t optimize what they can’t track:
Here are a few tips to fix the 50% mobile marketing blind spot we talked about in the Attribution section and ensure you have zero missed conversions:
- Attribution: When marketers start measuring their phone leads, they’re on their way to patching the 49% hole.
- Personalization: Mobile marketing is all about personalized and relevant ads, content, and experiences. The same holds true for the call experience: offering consumers a personalized, one-to-one call experience can go a long way in helping businesses convert more callers to revenue.
- Disposition: When leads convert by calling, marketers need the same level of analysis to understand what happens as they do with online activity. What was their digital footprint? What web pages did they visit? What exactly happened on the call?
Hopefully this A to Z guide to call attribution and conversion has been helpful. If you still have more questions, check out The Digital Marketer’s Guide to Call Attribution or learn more in our Resources section.
Publish Date: March 10, 2017 5:00 AM
Consumers expect a seamless experience when engaging with brands throughout the customer journey. This is especially true when consumers take their online experience offline by calling. From acquisition to retention, marketers must create a holistic and efficient experience for their prospects and customers. Otherwise, they risk losing them to someone else that will.
- 81% of consumers get frustrated when a company makes doing business with them difficult.
- 60% of consumers will abandon an intended purchase because of a poor customer service experience.
Create Good Experiences Across the Board
Just like you optimize your online experiences to drive online conversions, you need to do the same for your callers. Why? Mobile consumers are calling by the billions from digital marketing. That seamless online experience needs to continue offline. Otherwise you risk upsetting your existing and potential customers.
With consumers not being as brand loyal as they used to be, it’s important for marketers to take extra measures to create a holistic experience from online to offline. And all of this can be done with the help of call conversion technology.
Here are 3 ways you can leverage call data to enhance the phone call experience of your prospects and customers:
Experience #1: Make Your Interactive Voice Response (IVR) System Efficient
Have you ever opted to call a business rather than engage with them online? Have you ever found yourself going down a rabbit hole of cumbersome cues? You eventually yearn to speak with a real human-being, and so you start guessing how you can bypass the IVR system. It’s likely that you’ve found yourself frantically pressing “0” or shouting “Operator!” in frustration. We’ve all been there at some point and, let’s be honest, it’s a low point in our experience with a brand.
Failing to implement an efficient IVR can result in lost business. In fact, 37% of consumers have ended their relationship with a business because the IVR caused frustrations.
The Solution: You can significantly improve caller experiences by simplifying how you qualify callers before directing them to your agents. By cutting down on the amount of menus, you help your prospects and customers save time. For instance, you can create a good balance by directing callers that need basic information, such as business hours, store locations, and account balances, to automated information menus.
Implement IVR menus that are useful and you’ll make your prospects and customers happy.
Experience #2: Personalize Call Routing Based on Marketing Campaign
Many brands allow prospects and customers to call their main line or dedicated lines for different products or services. But what if you could automatically direct them to the appropriate agents based on the marketing campaigns they called from?
Picture this: You’re running a promotion targeting new prospects. If they call your business, you do not want to send them down an IVR rabbit hole. Instead, you want to immediately connect them with a sales agent aware of the promotion. This not only happens in real-time, but it helps establish a more personalized experience for the caller.
The Solution: Win more customers by qualifying sales leads based on your marketing campaigns. You want to connect your ideal callers to the right agents immediately. Especially when calls are known to convert to revenue 10x-15x faster than web form leads. It’s easier for a real person to sell a product or service when they speak with prospects at the precise moment they’re interested.
Experience #3: Improve the Conversation
Have you ever gotten off the phone with a sales agent and thought to yourself, “Wow, that was such a nice experience?” Maybe they knew your name right away. They knew where you were calling from. They knew that you had called earlier. They knew which products you were interested in. They even knew which keywords you used to search for their business online. It’s as though they read your mind. Call attribution data will help equip your sales agents with unique details about their callers. And this can be used to help them craft more personalized and meaningful experiences.
You might think your agents are smart enough or are already well-equipped. That they can figure it out or it’s all about personality. But is it worth the risk when 83% of consumers will leave a business if it cannot provide better live or in-person support?
The Solution: Businesses should always strive to improve the caller experience. And you can do this by improving the quality of the conversations your sales agents have with callers.
Try integrating call data seamlessly into your CRM tool. You can equip sales agents with the caller’s information before they’re even connected with the caller. Keep them on the offensive. By having all of this data at their fingertips in advance, you’re helping to set them up for success. Now, they can better personalize the caller experience.
You can also gain insights on sales conversations without having to listen to hours of conversations. By understanding what happens during the calls, such as what keywords were spoken and whether your agents followed specific scripts, you gain key insights into the types of leads you’re driving, how you could improve your marketing ROI, and ways to enhance the performance of your sales agents.
Marketers and businesses should constantly strive to improve the experiences of their prospects and customers. These three tips are only a glimpse into the opportunities call attribution technology makes possible.
Interested in learning more? Check out The Digital Marketer’s Guide to Call Attribution or request your personal demo today. And in the spirit of calling, if you’d like to immediately speak with us then please call 877.295.5100.
Publish Date: February 22, 2017 5:00 AM
This post originally appeared in Dealer Marketing Magazine.
We live in a mobile-first world, and smartphones have changed the way consumers shop for vehicles and engage with dealers. Instead of contacting dealerships online by sending an email or filling out a web form, most smartphone users prefer to call. According to studies by JD Power and Kelley Blue Book, vehicle shoppers call dealerships twice as often as they email and three times as often as filling out a form.
For dealers today, getting shoppers to call to ask questions, get a price quote, and schedule a test drive or service appointment is an essential step in the sales process. Revenue generation is intricately connected to not only how well their marketing programs drive these calls, but how effective their sales associates convert them to opportunities and customers.
So what marketing and sales strategies are dealerships implementing for inbound calls to drive more revenue? I examined call data from the DialogTech platform, which tracks and manages millions of phone calls to North American dealerships each year, and found the following four recommendations.
Track Which Marketing Programs Drive Inbound Calls
You can’t improve what you don’t measure. That’s why marketing teams at dealerships are now tracking details about every phone lead they generate. Whether it’s from digital advertising programs such as search, Facebook, and display or traditional offline marketing such as direct mail, TV, and radio, getting full attribution and intelligence for inbound calls is an important step in measuring success and improving ROI.
Phone call data marketers are capturing includes:
- Marketing source that drove the call: Knowing the advertising channel, ad variation, keyword search, email, direct mailer, or other source that drove each call is critical to knowing how to optimize for what’s driving the best results.
- The caller’s path through your website: If a lead visited your site after running a search or engaging with your marketing, you should know that person’s entry page, the content he or she viewed on your site and in what order, and the page they eventually called from. This data is helpful in optimizing the website experience to convert more visitors to leads.
- Caller data: Dealers also capture who the caller is, their phone number, their geographic location, and the day and time of the call. Some are even passing data on the caller and marketing source to their sales associates when the call comes in, so they can have more informed and productive conversations.
Connect Calls to Sales in Your CRM System
The marketing team’s ultimate goal is not just to drive calls, but to drive calls that convert to vehicle sales and revenue for the dealership. So it’s important to know which marketing sources drive the most callers that go on to buy a vehicle or book service. To do it, dealers are passing the call data listed above to their CRM or lead management system to track callers through the sales process. They can then generate reports for which marketing programs and ad spend generate the most revenue to prove the true impact of their marketing and make smarter optimization decisions.
Be Smart About Call Routing
Inbound calls are the most lucrative leads for dealerships, and marketing teams are spending significant budget to get shoppers calling. It’s critical that dealerships not only answer these calls, but offer the callers the right customer experience to convert them. To do it, dealerships are implementing intelligent call routing processes to get callers to the right sales associate right away.
Here is one of the most popular call routing processes that has helped some dealerships increase answer rates by 50% and revenue by 10%:
- Callers are first sent to an automated IVR to select the department they are calling for.
- If the call occurs during business hours, it’s routed based on the caller’s interest. So when a call comes in for the sales department, for example, it rings every available salesperson (or a subset of salespeople) simultaneously – both their desk phone and cell phone – and the first person to answer gets the lead.
- If a call isn’t answered by a sales agent within 30 seconds, it gets routed to an onsite receptionist.
- If the call occurs outside of business hours, it’s sent to voicemail.
Many dealerships are also routing calls to ensure their best sales agents receive a higher percentage of inbound leads.
Analyze Phone Conversations to Measure and Improve Performance
Management should monitor call activity and analyze what happens on calls. That can include viewing reports on missed calls, which agents are answering calls and which are not, and who are best at converting callers to appointments. Many dealerships also record calls to review agent performance for quality assurance and training. What’s more, the marketing team can benefit from analyzing conversations to learn which ad channels and programs drive the best sales leads, if ad messaging and promotions resonate, and what SEO/SEM keywords callers actually speak.
Tracking and optimizing inbound calls is now a necessary step for auto marketers to improve marketing ROI and their sales strategies. Learn more about how call attribution technology can help in our free eBook, The Digital Marketer’s Guide to Call Attribution.
Publish Date: February 1, 2017 5:00 AM
Many businesses rely on Microsoft Dynamics 365 to measure marketing’s impact on revenue and help sales teams better manage and convert leads. But Microsoft Dynamics 365 is only as valuable as the data it captures, and many businesses are missing data on their most valuable customer interaction – phone calls – that is impairing their ability to acquire customers.
DialogTech is excited to announce the release of our new phone call attribution and management app for Microsoft Dynamics 365. The app eliminates this hole in your data by automatically capturing intelligence on every phone call, caller, and conversation generated from your marketing within Microsoft Dynamics 365 for Sales.
By adding the missing element of phone call analytics to Microsoft Dynamic 365, DialogTech helps marketers gain actionable insight into how every channel, ad, search keyword, and marketing interaction drives leads, customers, and revenue, whether a consumer converts online or by phone. The integration also makes sales teams more efficient and effective by automatically populating CRM records with data on every call and caller, even if the call goes unanswered.
Why Phone Calls Have Become the Most Valuable Marketing Conversion
Even in today’s digital world, a phone conversation is often the best way for organizations to earn a customer’s business and loyalty. And as digital advertising goes mobile, these conversations are becoming more common. According to research by analyst firm BIA/Kelsey:
- Search, social, and display advertising will drive over 108 billion call conversions to US businesses in 2016.
- That number will grow to 162 billion calls by 2019.
- Search advertising alone will drive over 40 billion call conversions in the United States this year.
- Calls convert to revenue 10 times more than web leads and will influence over $1 trillion in US commerce this year.
Marketers can no longer measure and optimize ROI from digital, mobile, and offline advertising without knowing how each channel is generating not just calls, but customers. The DialogTech integration with Microsoft Dynamics 365 provides that insight and more.
Capture Attribution for Both Online and Call Conversions within Microsoft Dynamics 365
DialogTech brings intelligence on the most valuable customer interaction – the phone call – to the Microsoft Dynamics 365 platform. When your marketing generates a call, DialogTech can attribute that call to the right channel, ad, keyword, email, website interaction, offline campaigns, and more that drove that lead. It works for any online, mobile, or offline marketing source. Businesses can now access data on both online conversions and phone calls from their marketing within Microsoft Dynamics 365 for Sales, giving them a complete view of the customer journey and the insights to optimize marketing to generate greater revenue at lower costs.
For Arbor Memorial, one of Canada’s largest providers of cemetery and funeral products and services, the DialogTech integration with Microsoft Dynamics 365 has great value for both marketing and sales. “Families want to speak to a real person over the phone when planning memorial services,” said Jeffrey Loretta, Marketing CRM Specialist at Arbor Memorial. “Prior to DialogTech’s integration we couldn’t attribute calls to our marketing efforts. Now with DialogTech, we’ve added callers from marketing to the mix and are attributing 150% more revenue within Microsoft Dynamics 365. And having data on the call and caller captured automatically in a CRM record frees up our sales team to focus on providing the quality call experiences that our families deserve.”
Automatically Assign Calls to Leads or Contacts Whenever They Are Created
The DialogTech app for Microsoft Dynamics 365 for Sales will help marketers and sales teams make sure that every call is being tracked in their CRM, with accurate marketing sources attributed to every lead or contact. Phone call records with DialogTech data are created within a custom entity in the CRM at the end of every call, and these records are immediately associated to leads and contacts if a matching number is present. Likewise, when a lead or contact is created with a number that matches a previous call record, that call automatically associates to a lead or contact ensuring you are accurately tracking your marketing programs that are contributing to the bottom line.
The custom configuration of the DialogTech app makes it possible for these calls to associate when a lead or contact is added for as long your company needs. You can set it to associate to calls that have come in over the past 30 days or leave it more open ended for up to a year. All calls will be logged as they are completed so you will be able to make sure all leads are being accurately tracked and reported on.
Include Conversion Rates for Phone Calls in Your Current Dashboards and ROI Reports
Since all of your calls are automatically tracked in your Microsoft Dynamics 365 instance, you can now accurately report on your call data using the default views available. The DialogTech call record has over 50 data points on the call and caller that provide you with actionable insights to improve marketing and sales performance. You’ll be able to use all of this data to create custom reporting dashboards, including:
- Time of day
- Average duration
- Time to close
- Status of all open leads associated with incoming calls
- Revenue of open leads associated with incoming calls
Using these dashboards, you’ll easily be able to see the quality of your phone calls and which marketing campaigns are generating the most revenue.
Bring Phone Calls to Microsoft Dynamics 365 with DialogTech
Please contact DialogTech to learn more about the benefits of our out-of-the-box integration for Microsoft Dynamics 365. You can also download the DialogTech app in the Microsoft Dynamics AppSource Store.
Publish Date: December 6, 2016 5:00 AM
Over the past few years, call attribution has quickly become one of the most widely adopted martech solutions. From fortune 50 companies to small businesses, they’ve continually embraced the value of phone calls by attributing millions of offline conversions back to the sources that drive them. Today, marketers are looking to expand how they classify call conversions in hopes of optimizing bidding strategies based on quality customer calls. Below are 4 innovative ways marketers analyze and validate call quality, and the pros and cons to each method.
The most basic method marketers use to assess a call’s quality is by the call’s duration. In practice, calls that reach a specific duration, such as 3 minutes, are deemed qualified enough to be counted as a conversion. This method is used throughout all industries and agencies, but is very common in affiliate marketing as the duration of a call signifies whether or not the affiliate should receive payment for generating the lead.
Pros: Using call duration as a filter gives marketers some control over what qualifies as a conversion. This filter allows the marketer to make educated bid optimization decisions using conversions that were more likely to be actual leads or sales.
Cons: Filtering by call duration is extremely high level and doesn’t offer deep insight into caller intent or true call quality. For marketers that wish to segment call conversions based on sales calls or true conversions (e.g. an appointment booking), we recommend looking at some of the additional options below.
To get a better understanding of the types of calls being driven by campaigns, marketers are beginning to take control of the caller qualification process over the phone. The most apparent change is marketing taking control over the creation and manipulation of IVRs. With the collaboration of sales or operations, marketing departments are beginning to qualify customers over the phone and then route the caller accordingly based on their answers. With this shift in control, marketers can now more easily determine the quantity of calls which are routed to sales or an equivalent department that handles inbound leads.
Pros: By gaining control over the creation of IVRs, marketers now have the ability to easily access data related to the qualification of callers and how they choose to route themselves. With this data, marketers can get a better understanding of whether or not their ads are driving the types of calls they desire. If campaign A is meant to drive new sales, but the majority of calls are being routed to support, then the campaign needs to be optimized or removed.
Cons: Just because someone presses “1” to reach the sales department, does not mean that the call was truly sales related. Callers may press the first number they hear just so they can connect with someone, they could have hit the wrong button, or they could have routed themselves to what they believe was the appropriate department but in fact, it was not.
Keyword spotting is the process of recording and transcribing calls to allow marketers to search for specific words of value. The benefit of this process is that it helps automate the identification of calls where a conversion may have taken place. Many organizations dedicate resources to listening to customer calls in order to identify sales, appointments, and other conversions. The downside is that the employees have to sift through thousands of calls, both valuable and invaluable.
Keyword spotting technology allows users to apply groups of words like“confirmation number”, “appointment time”, “see you on Monday”, etc. as filters to lists of calls with the goal of only identifying calls where a conversion may have occurred. Now the resources that were dedicated to listening to both good and bad calls can now focus on only calls that matter.
Pros: Keyword spotting saves organizations time and money by automating the identification of good calls.There is less cost associated with the process if the company decides to dedicate resources to listening to those calls to identify the outcome. Keyword spotting has other beneficial use cases such as identifying customer interests and determining if callers are receiving a good customer experience.
Cons: The biggest debate to keyword spotting is that it requires organizations to know the words that are being said on the call. For example, if a company wanted to use keyword spotting to automatically identify a negative customer experience, they have to come up with a list of words that customer may use to convey their negative experience (e.g. “not satisfied”, “unbelievable”, “may I speak to your manager”, etc.). However, these specific words may not have been used and the calls were a negative experience occurred may go unidentified. A second con is that many keyword spotting providers use poor quality transcription engines making detecting these words and phrases more difficult. We recommend using keyword spotting applications that rely on the Nuance Transcription Engine (NTE), the most accurate product on the market.
Automatic Call Categorization
The most recent and exciting technology marketers are adopting to analyze call quality is automatic call categorization. Using machine-learning technology and statistical model building, customer calls can be automatically grouped based on various insights marketers are looking to acquire. For example, calls can be segmented into good leads, bad leads, and leads that warrant further analysis.
Automatic call categorization can also be used to improve the customer experience over the phone. If marketing campaigns are generating leads but the customer calls are not being picked up, marketing can provide actionable data to sales and operations to determine if more employees are needed at specific times and days. Not only will this improve customer experience, it will also decrease the chances that potential customers purchase from competitors.
Pros: Call categorization is the most advanced technology available to date for analyzing call quality. It automates the identification of phone leads with an average accuracy rate of 80-89%, thus saving businesses time and money typically used listening to call recordings. Call categorization is extremely scalable and due to its use of machine-learning technology, marketers can automatically group calls based on almost anything.
Cons: In order to obtain accurate results, you need to have a decent volume of customer calls. There need to be sufficient examples for each call category to properly teach the machine-learning algorithms to automatically identify a calls type. If you wish to use call categorization technology but don’t have significant call volume, it is recommended that you use keyword spotting technology until enough examples have been acquired.
Interested in learning more about how marketers analyze and validate the quality of their customer calls? Call us at (877) 295-5100 or sign up for a demo today!
Publish Date: September 26, 2016 5:00 AM
We’ve written a lot about the different facets of pay-per-call marketing, including how it works, how to get attribution, and how to integrate all your data. Today we’re bringing it back to performance marketing and why the value of pay-per-call marketing makes it the perfect reset button for your campaigns.
First, let’s go back and break down performance marketing.
Performance Marketing 101
Pay-per-call marketing is a form of performance marketing, so understanding pay-per-call begins with understanding performance marketing. (You may also hear it referred to as affiliate marketing.) There are typically 3 parties involved:
Performance marketing works on a cost-per-conversion basis, where advertisers only pay when a lead takes a specific action and qualifies based on specific criteria.
Imagine you’re working with an affiliate network. They act as a middleman – their job is to send you leads who have converted (clicked on an ad, filled out a form, called, or installed an app, for example). You don’t pay for the ad impressions, but rather when an action is taken. While the cost-per-lead may be higher with performance marketing, you’re paying for highly targeted advertising that results in higher-quality, more lucrative leads.
Why Pay-Per-Call vs. Pay-Per-Click?
Most marketers are familiar with pay-per-click advertising (especially in search). With pay-per-call, just trade the clicks for calls and it’s the same concept: a business pays for a specific conversion, but in this case it’s a phone call. Pay-per-call also works for offline marketing such as print, television, direct mail, and out-of-home.
Not every performance marketer wants clicks. In many industries (for example, those with complex purchases such as insurance or automotive) a phone call is more valuable than a click on an ad or form fill. For advertisers who may be thinking about performance marketing, and publishers who recognize the pivotal role mobile marketing now plays in driving inbound calls, pay-per-call is the answer.
The Value of the Pay-Per-Call Reset Button:
Advertisers, or lead buyers, want only high quality, sales ready leads sent to them. They’re paying per lead, after all. Pay-per-call marketing delivers:
- Conversions: Calls convert to revenue 10x more than web forms, making them the lead type advertisers want most. (BIA/Kelsey)
- Quality: A caller tends to be further along in the sales process: advertisers have a live lead interested in their product on the phone. (Giving them real-time interaction.)
For Networks and Publishers
Publishers, or lead sellers, work with networks to ensure their leads are being distributed to advertisers. Both of these guys need proper attribution of leads to prove their value and ROI to each other and to advertisers. Pay-per-call marketing delivers:
- Volume: Thanks to smartphones and click-to-call, pay-per-call marketers are able to generate more calls than ever through their campaigns.
- Revenue: Based on both sheer volume (there will be 162 billion calls driven from digital advertising by 2019) and their level of quality, calls have proven to be quite lucrative for performance marketers.
If you need to hit the reset button on your performance marketing, pay-per-call is the perfect answer. Learn more about how to drive more revenue with Pay-Per-Call Marketing in a Mobile-First World.
Publish Date: August 29, 2016 5:00 AM
To deliver strong customer service marketers must own the customer experience across every touchpoint. More specifically, they must master the call channel. This channel is often forgotten when marketers analyze the ROI of their digital campaigns, which can be a costly oversight. Not only are marketers misattributing up to 49% of their conversions, but they’re missing crucial call data that can help them offer a better customer experience throughout the customer journey.
Thanks to smartphones, consumers have adjusted how they engage with businesses throughout the customer journey. We’re living in an omni-channel world and the customer journey now encompasses both online and offline channels. It’s now much easier for consumers to place a call when browsing online with their smartphones. And as you can imagine, this change in consumer behavior across marketing channels makes it even more critical for marketers to understand the data tied to each channel. Especially if they want to offer a stronger customer experience.
Marketers that can leverage consumer data across all channels will deliver better customer service. According to eMarketer, 64% of executives are already using data analytics to deliver superior customer experiences. Yet, 36% do not find much success in implementing a strong customer experience strategy across platforms because they lack the data to do it (especially when it comes to call channel data). This lack of data makes it difficult to properly develop the customer insights needed to help customer service agents and sales reps deliver stronger customer experiences.
Collecting and analyzing call channel data, with the help of call attribution technology, is one way for marketers to move closer to improving the customer experience in a mobile-first world.
Why Should Digital Marketers Value The Call Channel?
It’s critical for marketers to own the call channel if they want to provide an exceptional customer experience. Consumers are calling business by the billions throughout the customer journey, and there’s no slowing down on the horizon:
- Digital marketing will drive 108 billion calls to US businesses in 2016, with that figure growing to 162 billion calls to US businesses by 2019.
- 61% of mobile searches on smartphones result in a phone call.
- Customer calls convert to revenue 10x-15x faster than web leads.
- Customer calls will influence $1 trillion in US consumer spending this year.
How Can You Improve the Caller Experience?
Businesses might be providing good customer service, but they can provide even better service by leveraging the call data they can collect with call attribution software. Marketers who master the call channel are better equipped to personalize each caller’s experience in a number of ways.
Once a consumer calls your business, call conversion technology assists in enhancing a caller’s experience to ensure it’s seamless. Here are a few ways:
- Call routing: Automatically route callers based on the marketing campaign in real time. This immediately gets them in touch with the right person to help them and creates a more personalized experience. You can even route callers by the nearest store location for added convenience and to ensure they are not bounced around between locations.
- Interactive voice response (IVR): Improve your caller’s experience by setting up IVR menus that are useful for them. For instance, avoid implementing IVRs with too many layers. We’ll all experienced an IVR that takes you down a time consuming and confusing rabbit hole. Instead, create an IVR menu that offers a good balance between qualifying the caller before connecting them with the right agent for further help and assisting them with automated requests such as business hours or store location.
- Conversation Insight: Post-call you can now access quantitative data for your recorded and transcribed phone conversations. You can easily analyze thousands of customer conversations, run keyword searches through them, and identify if callers received the best experience possible. You can also determine if your sales team is following the proper scripts or discussing current promotions.
Any More Ways to Create a Personalized Customer Experience?
You can improve the quality of conversations your sales agents have with callers by integrating call data seamlessly into your CRM tool.
For instance, if you’re using a CRM system like Salesforce, your agents will be equipped with specific caller information. Picture a panel displaying the caller’s name, phone number, location, and the exact lead source for the call. They’ll even know which keywords the caller used to find your business. All of this happens before the caller is even connected to an agent. Having this type of data at their fingertips is invaluable to an agent who can then personalize the caller experience.
At the end of the day, improving data analytics capabilities will help marketers develop greater customer insights and improve the customer experience from beginning to end. To get one step closer to fully owning the customer experience, marketers cannot forget the call channel. We’re living in a mobile world. And as phone calls to businesses increase, marketers that embrace voice as a channel will be able to leverage their call data to help improve the customer experience and their chances of driving more revenue.
Interested in learning more about the new omni-channel customer journey? Download our new eBook: Calls and the New Customer Journey: How Marketers Drive Revenue by Mastering the Call Channel.
Publish Date: July 18, 2016 5:00 AM
Last November DialogTech introduced a new proprietary technology called SpamSentry, a feature capable of blocking unwanted, malicious spam calls. These spam calls were negatively impacting marketers’ ability to attribute customer calls to digital and offline marketing campaigns and adversely affected customer experiences over the phone by increasing wait time.
SpamSentry Technology at a Glance
Part of DialogTech’s industry-leading number cleansing platform, SpamSentry operates on artificial neural networks to detect and block spam calls. Once DialogTech has identified, classified, and validated new types of spam, SpamSentry recognizes spam calls as they come in and prevents them from reaching your business and affecting your reporting. Any call detected as possible spam will be prompted to validate itself with a simple key press. With our machine learning technology, we can identify spam that would normally bypass this prompt and prevent these calls from passing through to your business.
Over the past seven months, SpamSentry has drastically improved the quality of calls routed to DialogTech’s customers. We have seen the following results:
- 6 million calls have been identified and blocked for users of SpamSentry
- 1 in 10 calls analyzed is detected as spam
- 99% of spam calls we’ve currently identified (political spam, dead air, etc.) have been prevented
DialogTech’s Industry-Leading Number Cleansing Platform
This platform allows users to further customize which calls they receive by blacklisting specific caller IDs and applying customized routing to individual caller IDs or area codes. Additionally, every number acquired through DialogTech goes through a rigorous number cleansing process. Together with our phone number vendors we age and monitor every number to ensure our customers the cleanest numbers possible.
Are you plagued with spam calls or interested in learning more about DialogTech? Sign up for a demo today!
Publish Date: July 1, 2016 5:00 AM
We know how difficult it is to engage customers early in the customer journey, with many waiting until the last possible second to engage with your sales team. Research from CEB shows that B2B buyers first engage with suppliers when they’re already 57% through the purchase process. The Internet has served to push back the point where buyers first engage with a vendor. When these customers decide to engage, they’ve likely already conducted ample research to aid in their purchasing decision.
Marketing and sales teams are usually well equipped to handle inbound web leads, but when customers choose to call, many aren’t capable of optimizing and handling those early-stage engagements the same way they can web leads. Here are 3 ways you can help your sales reps find success with buyers that call earlier in the purchase process.
Optimize for Call Conversions
Marketers should optimize their campaigns to drive quality phone leads to their sales reps earlier in the buying process. Following up with web leads can be a slow and tedious process, but when the buyer calls your business your sales reps are being given an opportunity to immediately join the purchase conversation. Getting involved earlier in the purchase process allows your reps to educate the customer and prove that your solution is best suited to solve their problems.
To drive more call conversions marketers must first understand which of their marketing efforts are driving quality calls. Call attribution software makes it possible for marketers to pinpoint the exact source for every inbound phone call and accurately prove the revenue driven by your campaigns. Once you have the ability to track where these calls come from, you can start optimizing your campaigns to drive more. This means display your phone number prominently on your website, using a call to action in your marketing that urges customers to call, and implementing Google click-to-call ads which are used by over 70% of mobile searchers.
Capture Inbound Callers as Leads
When a customer fills out a web form, marketers have the ability to automatically generate a lead record and populate it with valuable customer data. However, inbound phone leads are largely unrecorded and that valuable data is lost. Marketers can eliminate this dangerous hole in their data with call attribution technology. By integrating it with a CRM solution like Salesforce, you can automatically create lead records for inbound callers and immediately put those phone leads in the hands of your sales team. Call attribution technology also provides an abundance of data on every caller, such as who they are, their marketing source, the web pages they viewed, and their geographic location. When your sales team is set up with this kind of information on inbound callers, they can have a much higher impact at an earlier stage of the purchase process.
Effectively Manage Inbound Calls
With calls converting to revenue 10x more than web leads, it’s crucial for businesses to optimize the caller experience by intelligently routing inbound calls. Quickly connecting a caller with the right person, department, or location will keep them on the phone and willing to talk to your sales reps. With advanced call routing technology marketers can route inbound calls based on the caller’s location, the web page they placed the call from, or the marketing source that drove the call.
This level of custom routing will also get callers in touch with the sales reps best equipped to handle that specific phone call. Call management technology provides your sales reps with the same caller data mentioned above at the exact moment they receive the call. When the rep takes a call and has the right data at their fingertips, they will be able to have a more powerful conversation with the customer.
When sales reps are involved earlier in the purchase process they can more effectively serve the customer and guide them towards a successful purchase. When your business is equipped to handle inbound calls from your customers, your sales reps will be able to effectively manage these early-stage engagements. To learn more ways to optimize engagements with callers, download our new eBook, Calls and the New Customer Journey: How Marketers Drive Revenue by Mastering the Call Channel.
Publish Date: June 30, 2016 5:00 AM
The context of a customer call remains one of the most elusive segments of call analytics. Using call attribution, marketers can determine which sources, display ads, and keywords drive customers to call, but, without digging deeper, it can be extremely difficult to determine the context or outcome of those calls. Did the caller make an appointment? What product or service were they interested in? Did a sale occur? Were they only looking for someone to support them?
These questions were commonly asked by our customers and led to create Conversation Insight. Conversation Insight is DialogTech’s robust tool for recording, transcribing, and filtering calls based on the actions and keywords marketers value most.
Using this tool, DialogTech customers have been able to segment calls based on a variety of interests, including:
- Which branded products callers were interested in buying over the phone or viewing in store
- The percentage of calls from paid ads that were sales vs. support
- How well call center agents address the needs of customers during support calls
- (For automotive OEMs) The ratio of callers making a service appointment, ordering a part, or booking an appointment for a test drive
Our customers have had months of successful conversation analysis and we always seek out their feedback. One common point was that it would be great to have a visualization of the calls being analyzed. We listened and have now released a waveform visualization of recorded customer calls.
This new update to Conversation Insight allows users to:
- Easily visualize where valuable keywords occurred during the call
- Use a skip function to jump to important points of the conversation by clicking on arrows next to the keywords that were spotted
- Gain insight into how long it took for a customer to reach an agent or recipient of the call
This is the first of many upcoming releases for Conversation Insight. If you’re interested in learning more about Conversation Insight, contact us for a demo today!
Publish Date: May 20, 2016 5:00 AM
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