From phone calls and in-store interactions to chatting online, customers have multiple channels for contacting your business. In our hyper-connected world, businesses are more accessible than ever, and it’s critical to view each of these touchpoints as a vital sales opportunity.
Even if the original intent of an interaction was not sales-related, failing to capitalize on each customer call or chat leaves hidden sales potential untapped. The key to maximizing the value of seemingly non-sales calls is identifying and tracking these connections with call tracking technology that can transform every instance of customer communication into a relationship-building moment.
The Power Of Positive Interactions
Although every customer interaction has the potential to become a sales opportunity, you must consider the quality of the customer’s experience before you segue into a sales pitch. New research by PwC indicated that 1/3 of all customers will leave a brand, even a brand they love, after just one bad experience. Delivering consistently positive customer experiences is imperative for reinforcing revenue-driving loyalty.
Enter call tracking technology: By capturing data around multichannel engagements, call tracking can log each anonymous customer exchange. Intelligence gleaned from monitoring interaction patterns, repeat inquiries and peak contact times allows businesses to identify upsell moments and opportunities to educate customers. Equipped with customer insights, representatives can then provide tailored guidance and offers that make customers feel truly understood.
Call tracking transforms every phone call, store visit and web chat into a chance to uncover needs and build rapport. Rather than letting contacts vanish into the ether, technology-enabled tracking helps businesses map journeys, anticipate desires and humanize each exchange to reveal hidden revenue potential. Sales don’t just happen — they’re cultivated methodically through data.
The Dynamic Duo: CRMs & Call Tracking Tech
Call tracking hinges on good data, and good data drives better marketing choices and customer follow-ups. Pairing your call tracking tech with your CRM will drive success by providing your sales reps with a more holistic, data-drenched view of each customer.
A call tracking/CRM combo can offer context and content of previous calls, equipping your reps with helpful, pertinent info before they even make or answer a sales call. With access to message history, call recordings and other useful information like the intent and sentiment of a call, reps can personalize every customer interaction and drill directly into pain points without the customer repeating info from previous calls.
When syncing myriad data points from your call tracking software to your CRM, it’s easy to feel overwhelmed by the sheer volume of available data. Let’s break it down and identify the top five areas to focus on to improve your contact records:
Capitalize On Call Recordings
These completed calls are chock full of information that can provide critical time-saving context, inform your marketing messaging and identify areas of opportunity for team members to tackle in similar future calls.
Track Sources To Determine The Best Follow Up
Understanding where a lead or opportunity originated allows your team to determine the efficacy of different outreach types and establish a data-backed plan for the next best steps and forecasting.
Determine Qualification Via Lead & Call Scoring
Scoring systems identify promising leads and their potential for converting into sales. Integrating call tracking scores with your CRM can automatically flag high-priority leads and optimize lead management.
Leverage AI For Meaningful Insights
While AI can simply summarize calls and determine their sentiment, it can also do more complex tasks, like pulling key points from a call transcript. AI can also automate once-manual tasks, like identifying an email address mentioned in a call and syncing it in the CRM to create a new contact.
Create Custom Fields To Include Important Details
By syncing special fields from your call tracking tool with your CRM, you unlock their potential across workflows. This cross-platform integration empowers smarter segmentation and follow-up and ultimately, improves lead management.
By prioritizing these actions, you can maximize your CRM and call tracking tools. These technologies drive efficiency and productivity through automation and allow teams to drill down into the specific details that inform outreach, reporting and segmentation.
Transform customer interactions from generic to genuinely engaging by integrating your call tracking software with your CRM — you’ll soon see valuable data fuel bespoke experiences that drive loyalty and referrals. When each call becomes a treasure trove of insights to empower your sales reps to weave personalized journeys, you can expect to build strong relationships that bolster business success.
Todd Fisher is Co-founder and CEO of CallTrackingMetrics, a marketing analytics and attribution solution. Fisher founded the business in 2012 with his wife, Laure, in their basement and together have grown it into an Inc. 500-rated, top-ranked call management platform serving more than 30,000 businesses around the world. Prior to CallTrackingMetrics, Fisher co-founded SimoSoftware before selling it to RevolutionHealth in 2005, and in 2009 he helped co-found Captico LLC.
