Call Tracking: Recording and Evaluating Calls

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Call Tracking: Recording and Evaluating Calls

 

When done right, using call tracking services provides extremely useful information you can use to make smart marketing decisions and identify opportunity in your call center. If you’re wondering how to get started in call tracking, begin with Call Tracking: Part of Your Marketing Strategy. After you’ve considered all the options, it’s time to look at the actual call recording process and what it can tell you.

Recording tracked calls

Each state has different regulations regarding recording of calls. In some states, only one party has to know the call is recorded, but in others, both parties must be notified. If you take credit card information over the phone, there are additional regulations. Make sure you are complying with applicable regulations for your state.

Most call-tracking vendors require that a recorded message be played prior to the beginning of the call that states that the call is being recorded:

  • Make this recording as short and fast as possible.
  • If you are forwarding a call-tracking line supplied by a vendor who is also recording the call, make sure that the caller is not having to listen to two recorded messages.
  • Only the caller will hear the recorded message, so if you are in a two-party notification state you will need to inform all everyone in your office who answers the tracked phone lines, as well as any answering services, that calls are being recorded.

Evaluating call-tracking data

Call tracking without call recording provides information such as the number of calls that come from an assigned source, number of unique calls, status (connected, answered, voicemail, etc.), date and time, length of call, and any caller ID information.

Call recordings can be evaluated using humans or computer programs to listen to the calls, then rate them for quality and disposition into categories, such as leads, actionable/opportunity calls, not applicable, booked, pending action, missed opportunities, call back needed, cancelled, etc. To compile valid useful data, it is very important to clearly define what qualifies as a lead, an actionable/opportunity call, a booked call, etc. and ensure that everyone rating calls is using the same qualifiers. It is recommended to periodically do a check of ratings (whether they are done by your own CSRs or through vendor services, i.e. CallSource or Service Hook) by listening to a sampling of calls yourself and reviewing how they were rated.

Combining call-tracking data with additional information, such as customer responses to CSR questions, special offer tracking and/or Google Analytics and attribution modeling can help to better determine source values and primary/secondary attribution.

  • Example A: The call came in on your website tracking line, but the caller tells your CSR they called because they saw your truck.
  • Example B: Google Analytics shows traffic spikes when your television commercials are running. Calls from the website tracking number correlate to those times. Google Attribution Modeling can also be applied for additional data.
  • Example C: The call-tracking number for a radio commercial or postcard shows X calls booked, but the redeemed special offer in the commercial or postcard is a much higher number.

Call tracking data can be followed through to attribute sales to advertising sources and determine return on investment (ROI). This data and the recordings can also be very useful for CSR training, operational decisions, and sales/technician training.

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Susan is the internet marketing coach for Nexstar. She helps residential service contractors succeed in the fast-changing world of all things internet.,,email, analytics, social media, SEO, SEM, PPC and all those other alphabet-soup names.

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