Does the truly young Millennial demographic of today even realize that business was once supported by the good, old-fashioned telephone call and that all transactions weren’t accomplished via a point-and-click motion on a website? Can they even fathom that the telephone call – without the aid of texting – is still a viable and important part of commerce relations? Let’s put that aside for a moment as we turn your attention toward how you should be handling incoming calls for YOUR business.
You see, today, it’s simply not enough to know that your phone rang – any business that receives incoming calls from prospects and existing customers needs to set up a process that will optimize the handling of that call. This can encompass knowing what questions to ask, listening carefully and effectively moving the call along to create an opportunity…or even close a sale. And isn’t that what you’re after in the end?
However, we can tell you that spending time on call processes is much easier said than done; most businesses do not analyze calls for the purpose of improving processes because they either don’t know how, don’t have the time or don’t have the means to do so.
Enter Conversation Analysis…and how it Relates to Call Tracking/Call Forensics
Given today’s technology applications, Conversation Analysis is an automated process, providing businesses with significant insight into how incoming calls are being handled. Rather than just utilizing the process known as Call Tracking to merely learn how many people called as a result of a specific marketing campaign, Call Forensics goes further by diving deep into the context of the call using cloud computing technologies. In its most basic form, Call Tracking isn’t that powerful but DEEP call analytics – what is known as Conversation Analysis – are EXTREMELY powerful. And that’s where the prowess of the phone call truly lies.
A Call Tracking platform, synergized with a Call Forensics campaign, enables users to configure queries to search for specific characteristics of a call, including:
- Length of that call
- Location of that call
- Specific keywords spoken during that call
Vital to remember here is that based on these configured queries, individuals within an organization – such as a sales manager – can automatically be alerted to incoming calls that meet a certain criteria.
Here’s a good example: A manager prepares a query for the purpose of listening for the name of a competitor. If an incoming call includes conversation about that particular competitor, the sales manager will receive an alert along with access to that recorded call and its transcription. He or she can then review the call along with the sales team for the purpose of coaching or creating a sale-closing strategy.
Utilizing marketing tactics such as Conversation Analysis can easily determine whether your incoming calls are “irrelevant” or if they “hold potential” as an opportunity. Also important to keep in mind is that calls being analyzed during a marketing campaign shouldn’t merely be counted – their QUALITY should be thoroughly considered as it relates to the efforts of that campaign.