Influencing Brand Experience Through Call Intelligence

1
Influencing Brand Experience Through Call
Intelligence
2
As a marketer, youre probably familiar with the
concept of using a software program to understand
why customers call your company.

3

• That is because many companies use call tracking
  to determine the effectiveness of a marketing
  campaign. The idea is to dedicate a specific
  phone number to each campaign to make it easier
  to track results.
• Knowing why customers call is important, but
  its not enough.

4

• With the variety of ways that customers have to
  find your companys products and services, you
  need a tool that helps you break through the
  complexity to find actionable data. If a
  prospective customer used both the Internet and
  telephone to learn about your organization, his
  or her journey often becomes fragmented from a
  marketers perspective.

5

• Its difficult at best to analyze the customers
  journey using only insight from the campaign
  level.

6

• This leaves companies that offer call tracking
  software scrambling to find the best ways to sift
  through and extract the most meaningful data for
  marketers.

7
Call Intelligence is the Next Logical Step
.

• You can achieve even more meaningful results
  when you integrate data from your external sales
  tools

8

• such as Salesforce and AdWords. Not only can
  your marketing team understand the complexities
  of the customers journey, they can view the
  effectiveness of a PPC campaign, the pages the
  prospect visited on your company website and for
  how long, and when the prospect decided to make a
  phone call.

9

• With knowledge about the real reason for phone
  calls, your company can tie inquiries and sales
  conversions to specific marketing campaigns. This
  makes it much easier to optimize both budgets and
  marketing campaigns in the future.

10

• It doesnt take long to make a clear case for
  Call Intelligence. However, you may still be
  wondering how Call Intelligence advancements can
  truly impact the brand experience for your
  customers. We tackle that question next.

11
The Role of Your Marketing Team in Forming a
Customers Brand Experience

• Marketers should already recognize their own
  role in creating and managing the buying
  experience for customers.

12

• Despite this, they also need to understand that
  it is the customer who sets the agenda for brands
  and not the company trying to sell them. It sets
  your company at a competitive disadvantage if the
  marketing team doesnt know how to effectively
  communicate with the audience its trying to
  reach.

13

At CallSumo, we use technology that delivers
personalized and data-rich communication to help
your company
14

• increase its total visitors and provide a
  perfect experience for each customer. Naturally,
  people can request more information or schedule
  an appointment online. Most still tend to prefer
  speaking to a live person for more complex
  questions because they would like someone to
  address their issues directly.

15

• With dynamic telephone numbers in place due to
  Call Intelligence, its possible to track the
  journey of each

16

• caller from the time he or she made the first
  online click to making a phone call to your
  business. When the call comes in, Call
  Intelligence routes it to the most appropriate
  person to answer the callers questions without
  having to transfer the call to anyone else. The
  customer never sees the request type and location
  data taking place in the background that makes it
  simple to personalize the call.

17

• No one likes to go through several rounds of
  voice prompts only to get transferred again once
  they finally reach someone. This is a surefire
  way to irritate and eventually lose a customer.

18

• Another thing marketers need to know is that
  conversion rates for paid searches continue to
  rise. The number of people asking questions of
  businesses by phone has at least doubled since
  the introduction of the technology.

19
Dont Hang Up on the Phone Just Yet

• While not all organizations rely on phone calls
  and not every prospective customer likes using
  the phone,

20

• it continues to be a preference of many. One
  reason for this is that it offers greater human
  connection at a time when chatbots and related
  technology seems to be taking most customer
  interactions.
• Companies that handle phone calls well,
  including customer complaints and routing them to
  the right person the first time,

21

• just do better than companies that overlook the
  importance of phone calls. People truly
  appreciate helpful, friendly, and competent staff
  when they take the time to call a business. Of
  course, representatives with the opposite
  qualities can repel customers to the point that
  they never return.

22

• Customers are the ones in charge today, which
  means your organization must do what it takes to
  keep them satisfied. Call Intelligence is an
  important tool in building both personalization
  and loyalty.