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How to create a seamless cross-channel customer journey with call tracking
When consumers jump from online to the phone, it can be a frustrating experience. But it doesn’t have to be.
Have you ever started the purchase process online for a complex product like a mortgage or healthcare then had to call the company to get questions answered?
Usually, it goes like this: Fill out forms online then get stuck. Call, then repeat everything you put in the forms. Get transferred, repeat everything again. Find out you got transferred to the wrong rep, throw your phone across the room, pour a glass of wine and buy something nice for yourself on Etsy instead of doing grown-up things.
While it may seem this like this is done to intentionally torment you, the cause is usually an inability to pass data from online to offline realms. Here’s how you can create a seamless online-to-offline experience for your customers.
How call tracking platforms can help
Buying journeys are increasingly digital, but over-rotating to online self-service can be a major source of frustration for consumers who need help sorting out a complicated purchase. Many times, they are going to want to pick up the phone to talk to a person.
In fact, Invoca research conducted by the Harris Poll found that in considered purchase categories like healthcare and home improvement services, over a quarter of consumers prefer to complete transactions over the phone.
The danger comes when you play bury-the-phone-number to force people into a digital-only transaction — when a company only has automated communications and no option for human interaction, more than half of consumers (52%) feel frustrated and nearly one in five actually (18%) feel angry. That’s probably not the experience you are looking for.
When companies do encourage consumers shopping or researching online to call, they can run into different issues and new ways to frustrate them. When a customer goes from clicking your ad, hitting your website, to calling your business, that often creates a data gap with two primary effects:
- The call center has no context for the call, making it more difficult to provide exceptional service.
- Marketing loses track of the transaction and has no data to optimize the customer journey.
This is where you need a call tracking and conversation analytics platform to bridge the gap. It’s a critical piece of the martech stack for any company that makes sales, sets appointments, or gives quotes over the phone. Call tracking and conversation analytics platforms can not only analyze what’s happening on the phone to classify calls and identify conversions, but they also track the digital journey that leads up to a call so marketers can get both attribution data and customer journey insights that allow them to optimize cross-channel buying experiences.
Here are just a few ways you can use call tracking platforms to create a seamless cross-channel customer journey.
Route calls to the right place the first time
If a potential customer finds your company online and they are calling to make a purchase, you don’t want to route the call to a customer service rep. This not only wastes the customer’s time, but it also burns up valuable call center resources getting them to the right place. You can improve call conversion rates and ensure the best possible experience by getting your callers to the right destination quickly.
There are three common methods of routing calls with a call tracking platform that can help accomplish this. You may end up using one or all of these, depending on your level of routing sophistication and customer needs.
Routing with call treatments
Call treatments are one of the simplest methods of call routing and it can be accomplished with a call tracking platform or in your telephony system. You can route by asking a caller to respond to a question using key presses, usually something like, ‘for sales, press one. For customer support, press two’.
If your business has multiple locations, you can also route calls based on the location of the caller. This can be accomplished via the callers’ area code using your telephony tools, but this poses a risk of improper routing since people frequently keep out-of-area phone mobile numbers long after they have moved.
Using a call tracking platform, however, you can present each caller with a unique local number (based on their IP address, not their phone’s area code) on your website or search results to make sure they get to the right location. Some call tracking platforms can even use tag-based tools that will automatically identify and replace all of your phone numbers on a given web page so you don’t have to do it manually. While online users are all presented with unique phone numbers for tracking purposes, they are still routed to your desired existing phone numbers.
Route calls with combined data sources
The most advanced flavor of call routing uses a combination of digital data captured by a call tracking platform, third-party demographic data, and/or your own first-party data that lives in your CRM or other internal sources. Invoca’s call tracking platform accomplishes this through three features in the platform called custom data, enhanced caller profiles, and lookup tables.
Custom data is the umbrella name for any data captured by Invoca that fall outside of standard UTM parameters or required integration IDs. Custom data fields are customizable to your business and typically include information like customer IDs, product SKUs, and shopping cart cookies.
Enhanced caller profile data is third-party demographic data matched to the caller. Examples of this include age, home location, and homeowner status. Lookup tables enable you to upload first-party offline data using a match-value captured by an Invoca custom data field. By tapping into these rich sets of data, you can dynamically route callers to the best destination, eliminating call transfers and key presses often associated with calls to businesses.
Unify your online and offline data sources
To avoid data gaps that can cause a fragmented buying journey, you need to unify your online and offline data sources. Easier said than done, right? This isn’t always a simple task, but call tracking platforms that are integrated with other data sources and martech platforms can help you accomplish this.
Call tracking platforms enable marketers to tie consumers’ digital journey data to phone calls using online data collection and trackable phone numbers. By unifying this information in the platform, you can analyze digital and call data in one place. Many marketers who use call tracking also use integrations with their analytics platforms like Google Analytics and Adobe Experience Cloud to analyze, unify, and take action on data in one place.
Using the Invoca platform as an example, here’s how the data is captured and what it means for you. In the call report, you can see all of your inbound calls and call volume trends at a glance. Clicking on a specific call brings up the call details where you can see a unified view of all digital and offline data associated with that individual call. You’ll see information about the call itself like key presses in the IVR system, call duration, and the full recording of the call. This data is valuable to help segment your calls, such as sales versus support calls, and to understand your standard call metrics.
You’ll also get detailed information specific to each caller like their name, caller ID, and demographic information such as age and home address. You will also get customer journey data like ad exposure and webpage visitation. You can think of this as cookie or campaign data. For example, you can see exactly which paid search campaign and keyword led to a call. By tying the digital campaigns to the offline call action, you can now understand which campaigns are driving valuable phone calls.
Lastly, Invoca is able to analyze conversations and identify call outcomes in real time. Outcomes could include actions such as submitting an application or purchasing a product.
By using a call tracking platform to route your calls and unify online and offline into rich call profiles, you can get actionable insights to help you make more informed marketing decisions that can help create a friction-free multi-channel buying experience.
Learn more ways to create a seamless cross-channel customer journey in the Call Tracking Study Guide for Marketers.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.