In today’s world where there is a new trending tool, concept or term on the block we often seem to take those tried-and-tested marketing methods for granted; Phone calls. Phone calls have remained a consistent and reliable source of knowledge for marketers, as customers tell us, in their own words, what their needs and wants are. However, despite knowing this, phone calls still remain a source of major untapped opportunity. 

 

Untapped Opportunity

 

In the past, many have thought that phone calls from customers are inefficient, a waste of time, they only provide quantitative data and are basically impossible to track. A recent study by CallRail has uncovered insights that tell us the complete opposite. Phone calls in fact are amongst one of the best tools to uncover consumer information which can then be used to feed back into your marketing efforts. 

But how do we do this, especially when the thought of analysing every call we receive seems virtually impossible. 

The answer is using AI powered tools, like CallRail, to gather these insights for you. 

Before getting into how these AI tools work however, let’s get into why these types of insights are important and how they can empower your business and marketing strategies. 

 

Mine your conversations 

 

One of the main insights that CallRail gathered is that the likelihood of a customer phoning your business increases when the risk of purchasing that product or service increases. A good example of this is healthcare insurance, or buying a car. Two thirds of customers prefer to call a business over any type of other contact. 

That’s a lot of calls – therefore, the best thing to do is to “mine” the information from those calls. 

CallRail found that phone calls provide the richest information, when “mined”, about the following: 

• Lead Conversion: 

By mining your phone conversations with AI, you can identify amongst all of your leads, which ones are the hottest, therefore targeting your best marketing efforts towards these customers to ensure that time and efforts are not wasted. By understanding these leads, you can also tailor and personalise your marketing efforts towards them to increase the chances of them converting. 

• Customer experience:

Phone call insights can help you understand a customer’s buying journey better. Do they understand your product or service fully? Are there recurring issues customers are experiencing? Etc. Phone calls can uncover the overall sentiment of your customers and with these insights companies can better improve their customer’s overall experience. 

• Agent performance: 

By analysing insights from your customer’s phone calls, you can gather information regarding the performance of your call team and train them accordingly. 

• Marketing optimisation: 

By uncovering phone call insights, businesses understand the complete picture of the lead journey, from initial contact to final outcomes, across both digital and offline channels so much better. Additionally, these insights enable marketers to measure the effectiveness of their marketing strategies in terms of return on investment (ROI). By tracking key performance indicators (KPIs) such as lead conversion rates, customer acquisition costs, and revenue generated, businesses can optimise their marketing efforts to achieve higher ROI. A good example of this is tracking the performance of your Google Ads and understanding which ones are performing best and then optimising accordingly. Additionally, these insights can be easily integrated into CRM tools.  

 

How to extract these insights

 

Now, to get onto the how after understanding the value of these insights. The answer here is to use AI powered tools such as CallRail (a software that allows you to track your calls for conversation intelligence) to analyse and gain insights from every call across locations, campaigns and all your agents.

Instead of you having to manually analyse every single call, which is close to impossible, CallRail uses AI which has built-in conversation intelligence, in order to analyse each call for spoken keywords, generates accurate transcripts, and qualifies leads so all you and your team needs to do is focus on optimising your marketing efforts and gain more insights around this. The insights CallRail have found concerning clients using their Call Intelligence, has been so successful that they have reported, it does not matter how long of a phone call is, insights from this AI is always found.

 

Why do we care?

 

Calls are the richest source of intelligence as the information from phone calls is first-hand knowledge directly from your customer’s mouth. If you find yourself asking questions such as why am I attracting good leads yet the results are not showing it, you are not too sure of the quality of work your call agents are undertaking or if you are not sure of your customer sentiment or effectiveness of your marketing strategies, gaining insights from your calls are one of the best methods to optimise your marketing strategies to ensure all the above questions are answered. And as mentioned, AI powered tools such as CallRail is a method to do this.