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Call Tracking Can Drive Customer Service, Marketing, Sales Improvements



By Paula Bernier, Executive Editor, TMC
December 13, 2018


It’s the little details that are vital. Little things make big things happen.” Basketball player and coach John Wooden reportedly uttered these words.

To play devil’s advocate, I would argue that in personal life sometimes it pays not to sweat the small stuff. But in business being able to collect and analyze detailed information can really pay off. Call tracking software is one tool that businesses can use to gain that value.




Call tracking software tracks and records inbound and outbound calls. It collects and provides call center organizations and marketing and sales teams with call location and phone number information. It can help contact centers see how and when calls were routed. And call tracking software users can see when and through which channels calls arrived and when they reached an agent or other resources.

Such software can allow businesses to search keywords that agents and customers said during their conversations. It can even capture and assess words callers speak while still in the queue. That enables businesses to understand context, sentiment, and what products and problems were discussed.

This software can also break down call track based on campaign. And it can support pay per call, pay per minute, and pay per lead efforts.

Having a tool that offers that level of functionality and detail can provide businesses with a lot of extra value. For example, Ontario, Canada-based auto dealer chain Humberview Auto Group used call tracking data to guide its marketing decisions and streamline processes. That enabled the business to generate more than three times as many leads.

Supply.com used call tracking software to cut its ad spend in half. That’s because it could properly attribute each phone call to the web session that drove it.

Home services company Mold Busters did something similar. As a result its Toronto location more than doubled its month-to-month call volume.

AltLine Banking boosted conversion with call tracking software. Meanwhile, Lawyer Connection use call tracking software to increase its call volume by 200 percent.

“When it comes to improving your small business, there are few tools in your tech stack as powerful and effective as call tracking,” says CallRail. “Whether you’re looking to boost revenue, improve your lead generation, or identify your top-performing marketing channels, call tracking can provide your SMB with the data you need to make your marketing strategy as impactful as possible.”




Edited by Maurice Nagle

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