Gina Botti — March 2, 2017 Consumers expect a seamless experience when engaging with brands throughout the customer journey. This is especially true when consumers take their online experience offline by calling. From acquisition to retention, marketers must create a holistic and efficient experience for their prospects and customers. Otherwise, they risk losing them to someone else that will.
- 81% of consumers get frustrated when a company makes doing business with them difficult.
- 60% of consumers will abandon an intended purchase because of a poor customer service experience.
Create Good Experiences Across the Board
Just like you optimize your online experiences to drive online conversions, you need to do the same for your callers. Why? Mobile consumers are calling by the billions from digital marketing. That seamless online experience needs to continue offline. Otherwise you risk upsetting your existing and potential customers.
With consumers not being as brand loyal as they used to be, it’s important for marketers to take extra measures to create a holistic experience from online to offline. And all of this can be done with the help of call conversion technology.
Here are 3 ways you can leverage call data to enhance the phone call experience of your prospects and customers:
Experience #1: Make Your Interactive Voice Response (IVR) System Efficient
Have you ever opted to call a business rather than engage with them online? Have you ever found yourself going down a rabbit hole of cumbersome cues? You eventually yearn to speak with a real human-being, and so you start guessing how you can bypass the IVR system. It’s likely that you’ve found yourself frantically pressing “0” or shouting “Operator!” in frustration. We’ve all been there at some point and, let’s be honest, it’s a low point in our experience with a brand.
Failing to implement an efficient IVR can result in lost business. In fact, 37% of consumers have ended their relationship with a business because the IVR caused frustrations.
The Solution: You can significantly improve caller experiences by simplifying how you qualify callers before directing them to your agents. By cutting down on the amount of menus, you help your prospects and customers save time. For instance, you can create a good balance by directing callers that need basic information, such as business hours, store locations, and account balances, to automated information menus.
Implement IVR menus that are useful and you’ll make your prospects and customers happy.
Experience #2: Personalize Call Routing Based on Marketing Campaign
Many brands allow prospects and customers to call their main line or dedicated lines for different products or services. But what if you could automatically direct them to the appropriate agents based on the marketing campaigns they called from?
Picture this: You’re running a promotion targeting new prospects. If they call your business, you do not want to send them down an IVR rabbit hole. Instead, you want to immediately connect them with a sales agent aware of the promotion. This not only happens in real-time, but it helps establish a more personalized experience for the caller.
The Solution: Win more customers by qualifying sales leads based on your marketing campaigns. You want to connect your ideal callers to the right agents immediately. Especially when calls are known to convert to revenue 10x-15x faster than web form leads. It’s easier for a real person to sell a product or service when they speak with prospects at the precise moment they’re interested.
Experience #3: Improve the Conversation
Have you ever gotten off the phone with a sales agent and thought to yourself, “Wow, that was such a nice experience?” Maybe they knew your name right away. They knew where you were calling from. They knew that you had called earlier. They knew which products you were interested in. They even knew which keywords you used to search for their business online. It’s as though they read your mind. Call attribution data will help equip your sales agents with unique details about their callers. And this can be used to help them craft more personalized and meaningful experiences.
You might think your agents are smart enough or are already well-equipped. That they can figure it out or it’s all about personality. But is it worth the risk when 83% of consumers will leave a business if it cannot provide better live or in-person support?
The Solution: Businesses should always strive to improve the caller experience. And you can do this by improving the quality of the conversations your sales agents have with callers.
Try integrating call data seamlessly into your CRM tool. You can equip sales agents with the caller’s information before they’re even connected with the caller. Keep them on the offensive. By having all of this data at their fingertips in advance, you’re helping to set them up for success. Now, they can better personalize the caller experience.
You can also gain insights on sales conversations without having to listen to hours of conversations. By understanding what happens during the calls, such as what keywords were spoken and whether your agents followed specific scripts, you gain key insights into the types of leads you’re driving, how you could improve your marketing ROI, and ways to enhance the performance of your sales agents.
Marketers and businesses should constantly strive to improve the experiences of their prospects and customers. These three tips are only a glimpse into the opportunities call attribution technology makes possible.
Interested in learning more? Check out The Digital Marketer’s Guide to Call Attribution.
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