Your company may use a call center that reports simple analytics like caller name, number, and location; but does your company utilize rich data? Rich data turns customer calls into more than customer service interactions; it turns them into useful data that can provide insights for marketing and sales departments and give you a greater return on investment (ROI) for your company. A recent article discusses how caller data can work with call analytics to bring more complete intelligence to companies and boost how they handle customer service. While caller information such as number, name, and location can’t help call centers handle leads better, building a strong call profile can.
Recent technological advances have made it possible to gather a wide array of information on callers. This information includes demographic information, income, credit score, education, social media, and more. Obviously, all of this information can lead to rich caller profiles to be used for marketing and sales purposes. However, just because you have access to this information, that doesn’t mean you can do anything you want with it. It’s required that you ensure your company is strict with following data privacy laws and respecting your customers. If they don’t trust you, you won’t be successful.
Speaking of trust, you may be wondering if call centers will become irrelevant considering it seems as though customers prefer to do everything online. This isn’t the case, as billions of people are still using phones for their internet and a high percentage of these people still find it important to call companies. Knowing this, you can begin to understand how crucial rich data can be for your operations.
So, what can your company actually do with all of this caller data? Let’s start with marketing. The richer your caller profile, the stronger you can target your marketing. You can make sure you target the correct demographics and gradually learn which customers are likely to make certain purchases. The more ideal target customers you get, the higher your ROI will be.
When it comes to sales, rich data can give you the best information possible in order to be more productive on sales calls or in-person meetings. Rich data can also help you filter the leads based on your qualification process and ensure that you contact the highest priority leads first. The higher the lead quality and the more accurate and efficient your calls are, the higher the conversion rate will be.
In summary, call analytics are no longer just about the call itself and gathering basic information to only help your call center agents. Calls are now a valuable source for sales and marketing by providing rich data that can help you achieve your goals and increase your ROI and bottom line. While rich data might primarily be used by large companies for now, in the future it will be normal for companies of all sizes to use this technology to their advantage. With data capabilities being constantly revolutionized, it’s important to start looking at utilizing rich data or working with teams who have had success with it in the past with other companies.
This blog post is based on an article from Marketing Land. To read the original article, please click the link below:
Every call is becoming data: Rich customer data revolutionizes call analytics – Andrew Osmak
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