There are many ways you can discover how a prospect found your brand and one of the most traditional methods is call tracking software. Companies use it to track where a call came from, and this can unearth information like the name of the caller.
However, call tracking may not always be suitable and you may want to opt for call analytics software instead. Read on to discover the differences between the technologies and to see which is better suited to your business.
Defining the difference between call tracking and call analytics
Call tracking and call analytics differ in the amount of information that is gathered. For instance, call tracking might reveal why someone chose to make a call and not go any further in defining the full picture of that person.
Call analytics utilises AI technology to gain a rich overview of the caller from the moment they started their journey towards discovering your company. The software identifies the source of a call and other valuable information, which can be used to achieve several benefits.
Learning how call analytics works
Using a process called dynamic number insertion (DNI), call analytics technology places a unique phone number on a website and keeps track of all online activity. This begins with identifying all sources a consumer uses to find your website, including search engines, social media posts and more.
After a consumer lands on a website and makes a call, the software categorises it with AI. On the call, data such as source and keywords are examined and is then available for immediate access.
What are the benefits of call analytics software?
A deep dive into customer behaviour
While call tracking may only reveal a fraction of how an individual consumer behaves, call analytics provides a full picture with deep insights.
Extensive data is gathered, ranging from call sources and keywords, to buying habits. With this information to hand, you’ll be able to craft detailed buyer personas on your audience and refine your marketing strategy.
Versatile software
Call analytics often has a high degree of functionality, due to it being powered by AI technology. This makes it versatile across multiple industries and can adapt to the unique challenges of different sectors.
For example, an eCommerce company could use it to collate information on the sources shoppers were using to discover specific product ranges. A recruitment agency could also use call analytics to examine the most effective recruitment channels and improve the hiring process.
Future-proof your business
Another major benefit of call analytics is that it builds the foundation for future-proofing an organisation by arming you with the knowledge you need to adapt.
This is done through understanding what your customers are saying about you and can be viewed as a recorded transcript. These transcripts may contain information on things that need to be improved about your services, products a consumer would like to see etc.
Through seeing this data, you’ll be able to keep your finger on the pulse and consistently pivot to provide the best possible customer experience.
Be strategic with your money
You can also use call analytics as a cost-effective solution and be more strategic with how you use your money on marketing budgets and resources.
This can happen through identifying the most valuable channels that are bringing in leads and sales. Once you’re aware of this, you can focus money on the right areas and achieve great return on investment.
Closing thoughts
We see call analytics as the evolution of call tracking and when used in the right way, the technology is a game-changer. From staying updated on customer buying habits to driving more sales, there’s a lot of potential to unlock with the technology.
To learn more about our call analytics solutions, give us a call on 01302 639 561.
