Top Call Tracking Trends to Look Out for in 2020

With a new year on the horizon, our team is busy plotting out our product roadmap and eyeing the opportunities that will bring you more value and help scale your business communications in the coming months. Whether you’re a digital marketer or a contact center manager, the following trends are a few that we’re counting on being big next year in the call tracking space. Read on for more on what you can expect to see next year and what you’ll want to factor into your own 2020 strategy and planning.

Using Automation to Drive Revenue

Automation is about to revolutionize every part of your workflow, even more than it has already. Whether you’re a digital marketer using machine learning in Google Ads to optimize your campaigns, or a contact center manager employing smart routing to intelligently route and manage your inbound calls, texts, chats, and more, adopting automated tools helps you eliminate manual, time-consuming tasks so you can focus on your big picture strategy items.

For call tracking specifically, you’re already looking to get more out of your marketing campaigns by determining which advertisements and channels are inspiring customers to contact you. But how can you use automation to take those insights to the next level and start driving more revenue for your organization? Well, a couple ways you’ll want to consider include 1) automating how you send conversions into your organization’s essential mar-tech stack (including Google Ads, Salesforce, HubSpot, and more) and 2) employing tools that trigger instant communications to customers as soon as they indicate interest in your product or service.

By automating your conversion tracking efforts, you’re able to spend more time focusing on the ads that are driving revenue, and less time on gathering and making sense of all your data between platforms. CallTrackingMetrics can serve as an equal source of truth for your Google Ads data and as a mini-CRM for tracking customer contact history and sales records, so you can quickly dive in and pull up reports at any time to find metrics useful to you, or automate sending that data into other platforms using triggers.

Up to 50% of sales go to the vendor that responds to the customer first.

In addition, our automated communication tools such as FormReactor, the autodialer, and text message automation empower you to get in touch with customers instantly, regardless of the channel they use to contact you. For example, if a customer submits a web form on your page to request more information, we can automatically trigger a phone call or customizable text message that connects that customer with an agent, eliminating any wait time or disconnect and allowing you to reduce your time to convert a new client. This feature is also super helpful if you’re a service provider garnering for top placement in Google’s beta-program Google Guarantee, which rewards and prioritizes providers who get in touch with customers within a certain time frame.

Deeper Personalization for Your Customer Communications

Conversation intelligence may sound like a snazzy buzz phrase, but it’s what’s going to take your customer communications to the next level in 2020 and beyond. So what is “conversation intelligence”? The term refers to the ability to identify and react to signals in verbal communications, which, in layman’s terms, means you’re capturing insights from the actual spoken conversations your team is having with customers and prospects, then using that data to translate learnings for your larger organization, as well as enhance those interactions with customers.

A business might use CallTrackingMetrics’ conversation intelligence tools to identify certain words spoken on a call so that they can monitor the types of conversations their sales and service teams are having, and also automate activity based on that. For example, you could set up to receive a notification or escalate a call to a manager if the word “cancel” is mentioned. This would help your customer get into the proper hands to manage their issue or concern, thereby improving the customer experience, and your management team would be able to monitor over time how often the phrase “cancel” was used to see if there are certain periods where they need to scale up the support team, invest more heavily in advertising, make decisions about whether to create a self-serve help portal, opportunities to improve their product, etc. Looking ahead, this is a super valuable resource to have in your pocket for 2020 so you can truly understand what your customers want and open up your potential for growth.

Conversation intelligence helps you learn more about how to improve what you currently offer, as well as understand what’s missing from your product or service and what you need to prioritize next.

Other tools that help you monitor and better understand the quality and content of your conversations include call recordings and transcriptions as well as call scoring. Recordings and transcriptions allow you to listen to or review calls in transcripts organized by the speaker, which serve as great training tools for onboarding new sales and support staff (not to mention helpful insights for marketing, engineering, and leadership teams to access whenever needed). In addition, call scoring allows your teams to attribute a quality score to a caller or contact record that came in via text message, form submission, or live chat. You can automate this process by automatically scoring a call as 5 star if it lasts over a certain minute length, mentions quality keywords, or the customer converts. Over time you can then monitor if certain channels and campaigns are generating higher quality leads for your business, and which ones are not a good use of your time and budget.

Unified Communications to Engage and Attribute Across Every Channel

This may be a post about call tracking trends to look out for in 2020, but actually, we’re not just talking about call tracking anymore. Especially with a platform like CallTrackingMetrics, you’re also tracking your text messages, your form submissions, and even your live chat interactions with customers. While we would never doubt the quality and value of a phone call (which still tends to convert a client more often than other channels), the fact is that in 2020, your customers want to be able to communicate with you in their preferred method. The rise of mobile searches and voice search means that’s going to be on the go, could be after hours, while they’re at work—and so they might prefer sending a text message or submitting a chat inquiry rather than calling your business. Therefore it’s important for businesses everywhere, across any industry, to adopt an omni-channel communications strategy to be able to handle and optimize communications with customers in any format.

Scale your business in 2020 by adopting texting, forms, or live chat to communicate with your customer in their preferred method.

Fortunately, every interaction you have with a customer can be tracked and attributed back to a campaign or channel using CallTrackingMetrics. We are the only marketing attribution provider with a full contact center solution built into the platform, so you can use our platform to both track customer contact from ads and analyze ROI on your campaigns, while also managing all those calls, texts, chats, or form fills via our live communications dashboard. And while we offer this contact center functionality, you don’t have to run a call center to benefit from these tools. Our unified dashboard and remote-friendly softphone allows you to manage all your customer interactions in one place, whether you’re a one man show, a small team managing phones, or a full contact center. Our tools allow you to quickly digest the volume of contact that’s coming in from different channels/formats and evaluate how your service and sales teams are performing across different methods—all key insights for scaling your business to the next level and providing better service to customers, no matter what their preferences are.

Next Steps

Want to learn more about what products and features we’re focused on next at CallTrackingMetrics? Check out our annual roadmap webinar recording, where we talk more about these trends and how we’re responding to customer feedback.

You can also request a custom product demo for your business and receive a personalized overview of our platform, catered to your unique needs and goals.

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