“Without strategy, execution is aimless. Without execution strategy is aimless.” – Morris Chang, global business leader and technological innovator
The key to planning an effective strategy for your company’s success is to know what works and how to improve those efforts. Communication is, of course, the foundation for a good strategy. One of the ways in which this can be measured is call analytics.
Call analytics allows your company to:
- Track inbound leads
- Measure call outcomes
- Know where leads come from
- Evaluate, and improve, customer service
Call analytics are more than just TPS reports, or numbers on a computer screen. Call analytics help you plan ahead so that your business can grow. To help make sense of those numbers, here’s an example of how it applies in the real world, using the self-storage industry. According to sitelink.com, the self-storage industry handles 82% of their inquiries by phone.
As with any business, it’s important to know what is generating your leads. When a customer calls in how did they find out about your location? Did they find your number from a radio ad, web ad, or the local classified ads circular?
Applying a unique tracking number, to each of those ads, will eliminate speculation. As soon as the customer dials the number, their call will be entered into the system, and a call report will provide their information. This will allow you to learn which campaigns generate the best leads.
Capturing a caller’s phone number is handy for multiple reasons. A good storage company will know how many times they called. However, a great storage company has this data in real time.
Is the caller a repeat customer, with specific needs? With real-time call tracking capabilities, your agent will know before who is calling before they answer the phone because the information pops on your agent’s computer screen as soon as the phone rings.
Real-time call tracking allows your agents to spend less time verifying who your customer is and more time addressing their needs. This allows you to assist your callers faster and leads to greater overall customer satisfaction.
Call analytics can help improve your business operations in other ways, as well:
- Determine peak calling hours – By noting calling dates & times, you’ll know when you get the most calls. Then you can prepare your agents and delegate tasks appropriately
- Real-time reporting – Real-time data is available online and broken down by location. This allows for proper promotion of leads, and the ability to call in an audible. Reports can be broken down into weekly, monthly, or quarterly reporting. This allows leaders to discuss trends, observations and identify opportunities to improve.
- Listening to recorded calls – Links to recorded phone calls can be placed directly into your reporting. This provides valuable insight into how your customer service reps handle a call. Call recordings also serve an important training tool.
By using call analytics as a tool to develop your company’s strategy, you’ll not only achieve a higher ROI from marketing campaigns, you’ll also improve the quality of your customer service. No matter your industry, fully understanding and utilizing the power of good communication will help you stand out from your competition.
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