Call Analytics

Call analytics are a set of call management tools used by companies to assess and measure advertising performance and optimize the handling and processing of sales leads. Often used in concert with web analytics (such as Google Analytics), call analytics can be used to determine the advertising source and destination of a call as well as manage and monitor call agent performance. Call analytics provide operational assistance to companies seeking to maximize their advertising return on investment (ROI).

Call analytics are most frequently used to gauge the effectiveness of marketing messages and evaluate the service of call center agents and representatives. Call analytics can also be used to evaluate a comprehensive range of products and services.

The best call analytics programs integrate with customer relationship management (CRM) tools, supporting lead capture and conversions. Used with unique numbers, call analytics can help companies monitor and manage campaigns and capture, track, and nurture leads. Call analytics can also help call center managers improve call flow, provide immediate feedback, and ensure positive customer interactions.

Call analytics are used to improve service quality, minimize risk, optimize resource allocations, and reduce operating expenses. The most common call analytics are call tracking analytics, but call analytics can also involve IVR systems and speech analytics.

How Call Analytics Are Used

Call analytics provide the metrics and monitoring tools necessary to help businesses evaluate the most rewarding advertising medium (online ads, radio/TV, mobile ads, print, direct mail, etc.), the most successful campaign type, and even the most popular service or product. Call center analytics generally involve:

  • Call tracking
  • Call recording
  • Call reporting
  • Data mining
  • Lead captures
  • Lead management
  • Lead scoring
  • Real-time intelligence

Call center analytics are also a key component of call center management. Call tracking analytics provide call center managers with the resources and opportunities they need to:

  • Monitor and manage call flow
  • Provide supervisors with real-time opportunities for immediate correction and guidance
  • Identify personnel and skills areas that need additional training
  • Recognize and promote high-performers

Call Tracking Analytics

Call tracking services can do more than simply log a call and determine its origin, and pass it on as a lead. Call tracking offers valuable opportunities to attach information about the caller that can be consulted at a later date.

Some companies offer call tracking analytics that allow call center agents to input key information such as comments. Other call tracking analytics are able to tag and score the calls.

Call Center Analytics: Interactive Voice Response (IVR)

Interactive Voice Response (IVR), or menu trees, can be used to determine the caller's objective and automatically route and track the call. These calls can also be scored to evaluate the likelihood of conversions and identify higher-quality leads, using features such as:

  • Call count
  • Time of day
  • Call duration
  • Caller geography
  • Call routing info

When integrated with CRMs such as Salesforce, this kind of data can be extremely useful to a sales department. Other CRMs can identify critical keywords and automatically route the call to the most appropriate employee.

Call Center Analyitcs Solutions Providers

  • Promero | Leader in Cloud Based Call Center Solutions | Analytics | Workforce Optimization | Business Process Optimization

Speech Analytics

Speech analytics can be used to measure and interpret attributes such as pauses and crosstalk. Speech analytics are gaining favor over transcripts as a performance metric due to both the delay involved in transcribing (versus call recordings) and the fact that many nuances, such as inflection, are not adequately addressed.

As speech analysis increases in popularity over the somewhat outdated (or unhelpful) reliance on metrics such as average handle time (AHT), speech analysis has become more refined and integrate features such as emotion detection. Emotion detection relies less on word pairings and more on tone or other cues.

Call-Based Advertising

Call analytics are used frequently with call-based advertising, helping brands and their advertisers to evaluate the value of different media and strategies, as well as the receptiveness of different markets.

Call-based advertising is increasing along with mobile use, and differentiating call origins as mobile, local, apps, voice, or search-based is becoming vitally important for call centers fielding and redirecting leads. Marchex, one of the bigger names in companies providing call tracking services, reports that mobile phones accounted for 83% of the approximately 90 million calls they intercepted and redirected in the first quarter of 2012.

Sometimes known as the purchase intercept market, call volume for this market sector has already grown and is predicted to reach almost 4 billion calls by 2016, or a compounded annual growth rate of 52.1% from the 144 million redirected calls in 2010.

Call analytics can be used to measure the effectiveness of a company's marketing messages, and help determine the most valuable media channels. Call tracking, for instance, can evaluate which marketing vehicle was the most instrumental in providing direct leads:

  • Direct marketing
  • Online ads
  • Mobile marketing
  • Social networking

For instance, in a pay-per-click (PPC) online campaign, call tracking can reveal which keywords and search engines yield the best results.

When combined with a survey question addressing 'how you heard about us' (or, even less obtrusively, if each medium is paired with a unique virtual number), call analytics using call tracking can be used to re-allocate advertising budgets and/or fine-tune marketing strategies and methods.

Marchex estimates that almost 70% of conversions based on advertising are achieved using the phone. This puts the call center engine — and call center tracking — at the heart of nearly every successful transaction.

Call Analytics and Sales Leads

Call analytics are an essential component of the modern call center and successful lead conversions. In addition to tracking the ad campaign source through virtual numbers and keywords, call analytics are used to determine the best reinvestment strategy for advertising strategies.

Call analytics can be used to assess the best performing ad campaigns by collecting data across multiple vectors and creating a holistic picture of every aspect of customer interactions. The best call analytics programs can harvest data from every customer touch — even missed opportunities. Analytics such as call tracking can be used to capture lead details such as:

  • IVR responses
  • Call duration
  • Keyword source
  • Calls per keyword
  • Conversion rate

Some call analytics programs will integrate with CRM tools that support reverse lookups, enabling the analytics programs to incorporate personally identifying information such as the caller's name, city, and state. Others effectively integrate with email and site contact forms, delivering email leads as phone messages as well.

Call center analytics can also be used to manage the lead process, in part by setting the distribution preferences — stating the conditions for when leads should be sent to the nearest retail outlet, transferred to a sales rep, or directed to your cell phone, for instance. These conditions can be based on a variety of factors, including office hours, closest time zone or retail location, employee schedules, and more.

Call tracking can also be used to direct and measure calls to retail locations, generating reports based on features such as volume, time of day, duration, and many other factors.

Call Center Analytics: Call Center Management

Call analytics are a real-time, highly responsive tool used to monitor call employee performance, ensure optimum service levels, and offer immediate and constructive feedback to agents. Call center analytics can help call center managers provide a consistent level of service, minimize hold times, manage call queues, and match the most appropriate representative to the caller based on skills and experience.

For performance-based objectives, call center analytics are used to measure and guide the performance of agents and representatives. Call analytics can also help call center managers keep an eye on the overall performance of the entire center when it comes to:

  • Call resolution
  • Customer satisfaction
  • Average call duration
  • Costs

Who Does Call Tracking?

Some of the leaders in the pay-per-call and call-tracking industry are:

  • VoodooVox
  • Marchex
  • CallSource
  • Mongoose Metrics
  • Felix
  • Freespee
  • LogMyCalls
  • RingRevenue
  • Soleo
  • TelMetrics

See also

Created by: choule, Last modification: Fri 10 of May, 2013 (11:26 UTC) by promero
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