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In the frame. The telephone is guilty of delivering more than expected. - ResponseTap - ContactCenterWorld.com Blog

In the frame. The telephone is guilty of delivering more than expected.

Speaking is the most natural communication method we have as humans. We were born to speak. Yet don’t you find it ironic that as we digitise everything we are forced to communicate via our fingers?  In fact, some companies make it so difficult to speak to them, it stops potential customers buying from them. Of course, the rational argument always stands up. Online self-service is far cheaper to run than a physical store or a call centre. As marketers, tracking the customer journey is easier and cleaner if it’s kept online.

At ResponseTap, we know that people genuinely value being able to call a company during the process of researching and buying high-ticket items.

And we also know, that sales made over the phone can be significantly higher in value than those made online. Human interaction makes a big difference, because voice builds relationships – clicks are well… just clicks.

So, if your phone is ringing, do you really know what’s making it ring?

Our data shows that many companies, despite making sales over the phone, cannot see which marketing activity made the phone ring in the first place.  Often this shows as a pocket of data called ‘source not known’. Depending on your industry this ranges between 12% to 50%*.

Imagine, if you only know what is driving half of your phone calls, then you are making decisions about where to invest your marketing budget based on half the information.

This incompleteness of data simply skews the analysis.  How can you effectively dial up or dial down marketing spend across the best / worst marketing channels with a big chunk of data missing?  To help companies understand the presence of this invisible revenue and the impact we have created a new calculator called the Phone Call Value Calculator.   Use it to discover:

  • How much revenue you should be generating from inbound calls

  • The percentage of revenue from calls whose marketing source is not known

  • The total number of phone calls you can expect to receive based on your industry

Put your inbound phone calls in the frame and discover their true value to the business.

Phone Call Value Calculator

*ResponseTap 2016

Source: https://www.responsetap.com/blog/post/in-the-frame-the-telephone-is-guilty-of-delivering-more-than-expected/

Publish Date: August 3, 2016 5:00 AM


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View more from ResponseTap

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