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Monitor Marketing Calls for Both Source and Quality

3rd Party Remote Call Monitoring Feature

December 01, 2016

Monitor Marketing Calls for Both Source and Quality

By Tracey E. Schelmetic, TMCnet Contributor

Identifying where the traffic is coming from is just one step of the process to maximizing your resources. Quality monitoring, including third-party remote call monitoring, can help you gather the data, trends and actionable items you need to make crucial business decisions regarding your customer engagement and people development strategies, as well as where your spending is gaining you the most traction.


If you’re old enough, you may remember the days when tracking incoming phone calls to determine the effectiveness of marketing campaigns was easy: use a different toll-free number on each print ad, and you’d know which ad worked best by determining which phone number received the most queries.

The modern, digital multichannel marketing experience has made this a lot more difficult. On any day, incoming calls might be coming on toll-free numbers from land lines. Or they might be coming from soft phone apps on computer’s desktops. They may be click-to-call applications on a variety of mobile platforms, either paid ads, search engines or apps such as Yelp (News - Alert). They may even be in response to an SMS-based marketing campaign you’ve put in place. Today, it can be extremely challenging to know where your ads or content is most effective. Asking the customers who are calling isn’t a great option, as customers may be unaware, according to a recent blog post by Shreya Bhardwaj writing for MyOperator, and studies have found that at least 70 percent of people have called a company from a mobile search result.

“Businesses don’t have enough time and human resource to grill the callers about the source which led them to call their business,” she wrote. “Even the callers do not know whether they clicked on the paid search ad or came through an organic search. The businesses have no idea about which campaigns, ads or keywords are performing better.”

But while it may be a complicated matter today, companies still need to know which marketing channels and platforms are giving them the best results so they know where to spend their money in the future (and which channels aren’t working). It’s not only important to track which channels are being used, it’s also critical to evaluate the quality of service being offered once the customer takes the bait (so to speak).

There are, of course, some ways of evaluating call traffic within the digital channels. If you’re engaged in email marketing, you should be using trackable links to track the open rates and the click rates like other marketers do. For search purposes, Google (News - Alert) AdWords can help you with the analytics you need to help you understand where your traffic is coming from in display ads.

Identifying where the traffic is coming from is just one step of the process to maximizing your resources. Quality monitoring, including third-party remote call monitoring, can help you gather the data, trends and actionable items you need to make crucial business decisions regarding your customer engagement and people development strategies, as well as where your spending is gaining you the most traction. Third-party remote call monitoring can put all kinds of customer contacts to the benchmark, including not only phone calls (traditional or digital), but email and social media channels as well.

It’s simply not enough today to determine where callers are coming from. You also need a fast, thorough and workable solution to that can help you obtain independent, unbiased, transparent and objective call, chat and email format monitoring and evaluation, so you know your campaigns are hitting the right tone as well as the right channels. 




Edited by Stefania Viscusi
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