2011 may be the watershed year when businesses finally figure out how to fully understand a complete picture of a customer’s universal history.
Forrester analyst, Kate Leggett, notes in her “Forrester’s Top 10 Trends for Customer Service in 2011” article that she’ll closely be following the topic “Universal Customer History Records Become a Reality” this year.
Bravo! And while much of the speculation circles around how businesses will integrate social media assets into customer history dashboards, web analytics and CRM systems, there’s one very powerful – yet often overlooked – customer touch point which is crucial for many types of businesses to fully understand.
Yes, we’re talking about the phone call. If you’re not looking at phone call data you’re most likely missing the opportunity to connect with a significant segment of prospects who still want to pick up the phone and speak with a human being.
Today’s call tracking solutions offer sophisticated integrations and data solutions for marketers who want to track phone calls next to clicks, conversions, web form downloads, Likes and Retweets within their business intelligence systems.
Here are 5 Ways Call Tracking Makes Marketing Data More Meaningful:
- Understand which marketing sources drive phone calls to your business. Call tracking data reveals which PPC keywords, websites, affiliates, email campaigns, Tweets, status updates or traditional offline advertising trigger a phone call.
- Optimize marketing budgets based on hard data, including: log time, keyword, session, caller ID, call length, call recording, IP address, geo-location, campaign, adgroup and last URL visited.
- Integrate call tracking data with web analytics providers such as Google Analytics and CRM systems such as Salesforce as well as custom interfaces.
- Improve site design by understanding which landing pages drive phone calls.
- Gain insight into customer preferences and sales funnel segmentation.
What dashboards or business intelligence systems do you use to understand how customers interact with your business?
Tags: Call Tracking, phone call tracking
