Why your business should utilise call tracking

Using call tracking to see how many customers are calling your business phone number may seem like an obvious, if not mundane, task. But there are specific purposes for which this data might prove very valuable.

For example, when it comes to making marketing decisions that could affect the budget for your business in the future, it’s critical to know what’s working and what isn’t. Knowing how much time prospective customers spend on the phone will also help you determine if you should make any changes in your pricing structure or promotional packages. Finally, knowing who is calling will help build a stronger relationship with existing customers by addressing individual needs and requests more quickly.

To put it simply: call tracking can be an invaluable asset in helping your business grow.

What is call tracking?

Call tracking software allows you to see how many people are calling your business phone number, which in turn helps you better understand the most effective marketing strategies for your business. This data can be extremely valuable when analyzing trends and making future budgeting decisions.

Call tracking is an easy and inexpensive way to get a better understanding of how your business can improve its call volume. Call tracking software providers help you determine which marketing strategies (online or offline) are driving phone calls to your business, and even what keywords customers call about most often.

In addition, call tracking provides valuable data on customer call lengths, call types (e.g., order inquiries versus service calls), call frequency, call volume trends, and call sources.

1. Understand the benefits of call tracking

There is a lot of value in how call tracking lets you see your customers’ behavior and patterns. For example:

• You’ll know which marketing strategies are working and which aren’t at driving phone calls

• You can see call volume trends over time, helping you determine if your call-handling strategies are effective

Knowing how much of a customer’s call time is spent on service versus sales will help determine whether or not to change your call-handling staff or promotional package costs. This information will prove invaluable when developing call-handling strategies in the future.

2. Consider your goals for using call tracking

To make the most of call tracking software, it’s important to set specific goals based on your marketing strategy and business plan.

• Do you want the data to inform your marketing efforts?

• Do you plan to use the data to help assess your sales team members?

Setting specific call-tracking goals will help ensure that call tracking is meeting its intended purpose. For example, if call tracking was implemented as a way to audit customer relationship management, business owners should regularly monitor call volume and call types to determine if incoming calls are being handled appropriately.

3. Implement call tracking in your business strategy

In order to use a call tracking system to its greatest potential, business owners should fully understand the call volume and call types their business receives.

A call-tracking provider can use call data to determine what keywords customers call about most often, how many calls originate from mobile devices, and where your business is getting calls from.

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