3rd Party Remote Call Monitoring Feature

Invoca is a provider of call intelligence software that helps marketers discover more about their callers and conversations in order to optimize the customer journey. The company has been improving its offering since being founded in 2007, the most recent improvements being delivered via new integrations with companies like Microsoft (News - Alert), Adobe, Kenshoo and Optimizely.

It’s well known how call monitoring can help contact centers improve the customer experience but, according to Tobi Elkin over at MediaPost, Invoca’s approach to call monitoring can help inform advertisers’ programmatic ad buys. Put simply, programmatic advertising or programmatic marketing gives advertisers a more intelligent way to connect with potential customers, automating the buying and selling of online advertising and delivering stronger business performance for brands.

The type of call intelligence that Invoca provides can help make a programmatic buy more successful, according to Eric Holmen, EVP of sales at Invoca. Holmen says that many conversions for considered purchases like insurance or cars happen over the phone, specifically mobile phones. As such, the use of offline channels like call monitoring can result in more intelligence gathered about customers.

Sure, if a customer sees an ad online for satellite TV, they will do online research. But, at the end of the research, they will decide on a handful of providers to call. At this point, they will likely have a better idea of what they want, making call monitoring an invaluable resource to gain insight into the customer mindset at this point on the buyer’s journey.

Prior to widespread use of call monitoring, a call that didn’t result in a conversion didn’t lead to much more than a retargeting of the potential customer. With call monitoring, marketers can learn about the customer even if a sale isn’t made. For example, the prospect may say they are interested in a certain package because it lets them watch local sports teams. This information can be used to send that customer relevant ads.

This is essentially another level of the potential of call monitoring in terms of providing customers with access to exactly what they want at all times. However, as Elkin points out, customers may find it a little creepy so it is necessary to strike the right balance between helpful and invasive.