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News : Invoca Snags Salesforce.com Investment, Launches New Products
April 11, 2014 -- Santa Barbara-based inbound call technology firm Invoca has added Salesforce.com to its investor roster and released a new technology that can listen in on customer calls to find out which marketing campaigns drive them and increase the sales that result.
Invoca’s software lets marketers generate unique phone numbers for campaigns and then route and track the calls and sales that result. Last fall, Invoca re-branded itself and added Brett Queener, executive vice president at Salesforce.com, to its board of directors.
Invoca CEO Jason Spievak said the investment is tied to the big leap forward the company is taking with its technology. In previous versions, Invoca’s platform assigned phone numbers to marketing campaigns and focused on routing calls to the right place. A customer looking for lobby hours might be sent to a recording while a customer looking for help closing a life insurance policy would be routed to an ace sales team, for example. Data points such as where the call came from, how long it lasted and whether it made a sale were crunched after the fact.
The new product, called Signal, translates the call into text that is analyzed in real time by computers, listening for clues about which marketing messages caused the customer to call and how the call could be converted into a sale or appointment.
"Our technology actually sits in on the call and is able to understand the spoken word by the customer or the agent," Spievak said. "We’re able to convert the call stream from speech to text in real time and search that call content for keywords that a particular retailer knows are correlated with a sale or positive outcome. In very short order, the retailer can know which of their lead sources and which of their media spending is driving inbound calls that are converting at a better rate."
Posted by Veronica Silva Cusi, news correspondent
Today's Tip of the Day - Involve Staff
More Editorial From Invoca
Invoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. With Invoca's Call Intelligence platform, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who's calling and analyze what's being said in conversations. Marketers can put this data to work directly in the platform by automating the ideal customer experience before, during and after each call.
Salesforce.com delivers software-as-service offering a family of on demand solutions for integrated sales force automation, campaign management, customer service and support, and document and file management to help companies meet the complex challenges of global customer communication. The company has introduced sforce, a new service that will change how applications are built as significantly as salesforce.com changed how applications are delivered.
Published: Monday, April 14, 2014