How does enterprise call tracking work? We explain all in this article.
Understanding enterprise call tracking is to understand how we are applying market research to inbound calls. Every time a customer comes to us, they have come to us from a specific source. If we can track these sources, it gives us better knowledge of where to place their advertising spend next time round.
Businesses are waking up to the fact that monitoring and recording calls can give us better insights into both the market, and the consumer we should be aiming at. For the sake of SME owners who are not yet involved in Enterprise Call Tracking, here is the lowdown on how it could be beneficial to your firm.
What is Enterprise Call Tracking?
At its core, enterprise call tracking is a way to understand and process the customer journey. In the past, the customer journey was always assumed word of mouth or via traditional marketing techniques like radio or television advertising. The modern world represents far more sources of marketing outlets than we have ever previously had. Monitoring which ones are profitable and which ones are not at the center of good business.
Marketing professionals are increasingly using enterprise call tracking to monitor and analyze calls for more informed data-driven decision-making. In the digital age, the importance of a data driven, and customer centric business model should never be underestimated.
Now that we know what it is, let us look more specifically at the process of enterprise call tracking.
The Process Involved in Enterprise Call Tracking
The process by which caller tracking takes place is simple. The call tracking software assigns a phone number and that phone number is given a specific task. The call tracking software then automatically knows where that phone call is coming from as soon as it arrives. Let us look at this in action to see if we can better understand it.
Stage one: Customers find you
Stage one in the enterprise call tracking process is when a customer needs the good or service that you provide. Either they are familiar with your brand through advertising or because they have used it before, or they search for you through traditional marketing methods. A customer may find you through a newspaper article or a magazine. They might find you through digital ads. They might find you through a search engine result page, like almost 71% of all customers in the digital age.
With Enterprise call tracking, each one of these sources would be assigned a separate number. So that when the customer dials your company, the software automatically knows where that call came from. Which leads us to stage two.
Stage two: Customers contact you
The customer dials the number they found and tries to contact you. Research shows that 60% of customers want to talk to someone on the phone while they are booking a service or ordering goods. When they call you, your software kicks in and automatically tracks where they are calling from and what number they use.
Stage three: Marketing information is recorded
Some call tracking systems also keep track of exactly what is said during your conversations. Call monitoring helps you train your staff better, but it also gives you insight on the customer persona. You can record this data however you wish and process it in ways that are beneficial to you. You may want to buy data mining software so that it can retrieve data to measure against your own KPIs.
Enterprise Call Tracking For Marketing Purposes
Enterprise call tracking is undoubtedly one of the best ways to find out exactly what your customer wants and needs.