Like other marketers, I often need to take refresher courses and workshops to ensure I stay current and “in-the-know” with what’s hot in the marketing world. While attending these workshops, I often have the privilege of meeting CallTrackingMetrics clients. It’s always exciting to take a look at their accounts and see how they are utilizing our software. One thing that stands true, is that most of our clients have different goals and I always find it fascinating to see how our call tracking works for each of them. I’ve also observed that many of our clients aren’t aware of some of the features we offer. After all, we are a very robust system, and I’m not sure any of our customers use every single one of our tools.
One of the features that I find exciting, and most of our customers aren’t aware of, is our Keyword Spotting tool. The keyword spotting tool can identify words spoken in the conversation and trigger a variety of actions like tagging the call, sending a text message notification, sending and email, excluding the call, or scoring the call as a conversion.
Like many of our features, they aren’t necessarily cookie-cutter- one business may use them in an entirely different way than another. Which brings us to our five creative uses of the keyword spotting tool:
1. Product type/ interest
By creating product keyword spotting, managers can view the call log and identify which products or services the client is interested in without the need to listen to the call recording or reading the transcription of the call. This is a great time-saving tool for managers to understand the purpose of the call. I often use the example of car dealerships; If you’re a car dealership you might want to create keyword spotting tags for words like:
Another good example is a home remodeling company; they can create keyword spotting for terms like:
Whatever information is relevant to your business, let us tag the call so you can effortlessly know the interest of the caller. This way, if you need to follow up, you don’t need to listen to the recording or even read the transcription of the call. You can see the keywords detected and follow up with the caller on specifics related to their primary interest.
By creating keyword spotting for words like “credit card” or “purchase” we can automatically score the call as converted and add a 5-star rating to it. This is a great way to see which tracking sources are leading to sales and help measure the quality of each tracking source and ROI. Internally here at CTM, we use keyword spotting for “sales”, “sign-up”, “price”, “pricing”, and “cost”. When these words are detected, we tag the call as a sales lead. We also have a separate keyword-spotting rule for “demo” and “schedule a demo”, which automatically tags the call as demo request.
3. Customer Satisfaction
If monitoring customer satisfaction is important to your business, these keyword spotting tags can be very helpful. When someone says something like “upset”, “angry”, or even uses profanity, we can trigger an email or a text message to the manager alerting them of the situation. We can also score the call with a 1-star rating and tag the call as an upset customer. The same applies for satisfied customers- if someone says “wonderful”, “happy” or “excellent”, we can tag the call as a happy customer and score the call with 4 or 5 stars.
4. Wrong Number
Occasionally, we get people who simply have the wrong number or are looking for another business. In these circumstances, if someone says something like “wrong number” or “wrong company” we can tag the call as wrong number, remove the website visitor information, score the call with 1 star or even exclude the call from the call log. I’ve personally used this tool to evaluate our AdWords ad copy; we had several poor quality leads come in where they were looking for a different service or someone thought we were a tracking packages company. By automatically tagging the call and scoring the call with a low score, I was able to identify trends and correct the ad copy to help avoid those type situations.
5. Scripts and internal contest
If your call agents are required to follow a script, you can pick out distinguishing words from the script and tag the call accordingly. This way call managers can view the log and see which agents are keeping to the script and which are not-saving them time and effort.
We ran a contest among our staff offering a cash prize to the team member who requested the most g2crowd reviews in a month, utilizing the keyword spotting tool as a way to measure and find the winner. It was a fun and creative way to motivate the team.