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4 Reasons Inbound Calls Drive Your Business - Marchex - Blog

4 Reasons Inbound Calls Drive Your Business

Customers are becoming more tech-savvy. Omnichannel consumers use every device and resource available to them throughout the shopping journey. With smartphone usage on the rise, customers don’t just fill out web forms, send emails or live-chat with brands; they call as well. And they’re calling in increasing numbers.

In fact, a study by advertising research and advisory firm BIA/Kelsey predicts that “annual calls to businesses from smartphones will reach 162 billion by 2019.”

No surprises there, considering that:

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  • A January 2017 report from the Pew Research Center found that 77% of Americans now own smartphones compared to 35% in 2011
  • Worldwide, Strategy Analytics predicts that 44% of the global population will own smartphones in 2017, and by 2022, the penetration rate will further increase to 59%

Why customers call

Smartphones are aptly named. They’re smart, they’re useful, they can do a lot of things - take photos, record a video, remind you of birthdays and anniversaries you’re likely to forget, help you get from point A to point B, and a host of other uses. A Harris Interactive poll even found that they can save you up to 22 days of free time per year. Or in dollar terms, $12,000 in time-saving value.

But why do customers still use their smartphones to call instead of just email or submit a helpdesk request via an online form? Aren’t digital interactions supposedly more meaningful and efficient?

Below are four reasons:

1. Customers want their issues resolved fast, without jumping through hoops.

Email response times vary. Some people respond to emails in under an hour; some as fast as within two minutes. But according to email productivity software Boomerang, the average response time stands at 23 hours.

In contrast, the average wait time for a live chat session is an impressive 45 seconds in 2016, says LiveChat100. However, live chat is still written communication. Add in fat fingers typing on a small screen or a chat widget that isn’t optimized for mobile into the mix, and you have a problem.

When customers call, it’s generally because:

  • There’s something they want quickly addressed, or
  • A phone call is the communication method most convenient for them

 2. Customers want multiple ways to connect with a business.

Despite the various communication gateways you’ve made available for your customers, they may still call if they’re unable or unwilling to use digital contact methods. As such, it’s a huge disservice to your callers if you don’t afford them the same attention you give customers who would rather email or send you a tweet.

Calling customers can also alert you to problems on your site or social media channels. This enables you to act swiftly and accordingly, such as issue an advisory, fix the site’s broken links, alert your social media team of activity on the company’s page, delete a suspicious website plugin, and so on. 

3. Phone calls provide clarity.

There are simple situations some customers have trouble articulating. For example, an ISP customer I once spoke with in a previous customer service job called to report a “hijacking” on his computer. He was clearly distressed, and it was only several minutes later that I understood his predicament: His modem was reset and he needed help with his username and password.

It’s easier and less time-consuming to ask a complicated or multi-step question on the phone, such as customizing an order or attempting to understand a deal offer that includes certain restrictions.

4. Inbound phone calls make the online-to-offline path to purchase more seamless for customers.

Modern shoppers research online and buy offline (ROBO), a phenomenon digital marketing professionals also tag as “ROPO (research online, purchase offline),” “webrooming,” or “reverse showrooming.” Shoppers still want to touch and feel a product before purchasing. Not to mention that some deals are only available in brick-and-mortar stores.

Other shoppers browse in-store and then look online for options with the lowest cost. This, on the other hand, is known as “showrooming.”

Whichever shopping behavior they choose to adopt, phone calls ultimately help customers determine the options best suited for them.

Why phone call analytics is important for businesses

Now that we’ve established inbound phone calls aren’t going away anytime soon, the next course of action is to implement tracking tools to analyze your calls for insights that let you understand what makes the phone experience unique and valuable for the customer.

Customer experience directly influences business results, after all.

Analytics tools like Marchex Call Analytics carry features that measure call success, tie calls to marketing campaigns, determine what customer-facing representatives are doing right or wrong, and monitor how long customers are on hold, among others - all in the name of making the overall customer journey a painless and profitable one, one phone interaction at a time.

Final word

As long as the ability to make a phone call exists, phone lines will keep on ringing. As such, squeeze the most value out of inbound calls through tools that systematically analyze your calls for ways to make the customer experience more meaningful and memorable.


Publish Date: April 24, 2017 5:00 AM

2020 Buyers Guide Speech Technology


Agara is an autonomous virtual voice agent powered by Real-time Voice AI. It is designed to have intelligent conversations with your customers, vendors, and partners without any assistance from human agents. It can handle a wide variety of calls including inbound customer care calls, outbound lead generation calls, appointment scheduling calls, and overdue payment recovery calls.

Agara is available for several industries including banking, insurance, retail, e-commerce, airlines, and telecom. Powered by advanced Real-time Voice AI that understands speech in real-time, automatically determines the right process to follow and guides the caller along in the process with natural conversation.
PH: +1 (512) 333 4634

Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.
PH: +1 512-872-7565

Call Tracking Metrics

Execute automated actions based on words spoken by your customer.

Our intelligent word detection and transcription tools make it easier for you to decipher the content of your customer conversations and automate action based on those insights.

Transform the audio of your calls into speaker-organized scripts so you can easily search your call log for specific words from a conversation, or automatically detect when words of intent are spoken by your customer.

Listen in on and highlight common patterns in order to execute triggers to initiate a new action or workflow, such as emailing a manager if the word “cancel” is spoken on a call. You can also set up to automatically redact content from a transcript, such as sensitive health information transmitted on a call.
PH: 8005771872


Daisee builds technology that empowers people to solve problems by making interactions simple and smart so they can have a more significant impact, be more productive and be better at what they do. We believe incremental improvements carry huge potency and provide exponentially greater change for the better.

Genesys customers can now automate risk and quality management using Daisee’s speech and sentiment analytics and remediation workflow software. Daisee helps improve customer experience, ensure regulatory compliance, identify missed commercial opportunities & training requirements as well as provide valuable insights back to the business directly from the frontline – the true voice-of-...
(read more)
PH: +61404697151


Advanced speech recognition and natural language expertise that routes callers by simply asking ‘how can I help you?’. It allows customers to use their own words to ask for what they want and steers them to the right place.

Menus are eliminated altogether and contact centres can use a single inbound telephone number.
PH: 01442 458300

MattsenKumar LLC

SmartSpeech – The Best In Class Speech Analytics Software

An all-inclusive speech analytics application that enables you to visualize your audio using state-of-the-art speech recognition, transcription, and text analytics technologies.
PH: +91 99026 10044

Voci Technologies Incorporated

V-Blaze Speech to Text
Our GPU-accelerated, AI-based technology enables you to deliver greater insights to the contact center by transcribing audio into analyzable text.

- Transcribe large volumes of recorded audio quickly
- Integrate transcripts with your analytics or business intelligence platform
- Reduce your hardware footprint and minimize total cost of ownership
PH: 412-621-9310


Voxjar is your one-stop-shop for driving better phone calls with your customers. We're a modern Conversation Analytics and Call Coaching Platform.

- Custom Charts and Dashboards give you the freedom to analyze calls from the highest level down to the details of each conversation.

- AI-Powered Speech Analytics transcribes, searches, and analyzes your reps' phone conversations, at scale.

- Quality Assurance and Call Coaching tools let you evaluate and improve agent performance with a human touch.

- Long term recording storage for historical analysis

All of these together provide the holistic, easy-to-use software that you need to manage a modern call team and create better con...
(read more)

View more from Marchex

Recent Blog Posts:
Introducing Caller-Based Audience TargetingJuly 19, 2017 5:00 AM
5 Things You Didn't Know Call Tracking Could DoJuly 13, 2017 5:00 AM
Analyzing Analytics—The Power of Marchex Speech Analytics in ReviewJune 26, 2017 5:00 AM
Measuring Politeness: How Phone Calls Impact Your Business [Webinar]June 15, 2017 5:00 AM
Marchex Makes Headlines – What You Missed on Speech AnalyticsJune 6, 2017 5:00 AM
How AI on the Phone Can Support Marketing Spend and Boost RevenueMay 9, 2017 5:00 AM
What You Need to Know About Speech AnalyticsMay 1, 2017 5:00 AM
Introducing Marchex Speech AnalyticsApril 27, 2017 5:00 AM
4 Reasons Inbound Calls Drive Your BusinessApril 24, 2017 5:00 AM
Turn the Call into a Customer April 20, 2017 5:00 AM

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