In years gone by, the digital marketing industry accepted that customers could visit an enticing landing page or click on a well-placed advert, but the visible customer journey ended when the user had to make a call. As you may be aware, this isn’t entirely the case now. Many companies have now integrated phone call sales attribution into their CRM. Phone Call Sales Attribution (PCSA) is a system that uses call recording software to add insights into what happens on a call so that you can continue to get customer insights even once they leave your webpage.
While there are a few different ways of achieving this, our preferred method is the use of Call360. Many call attribution platforms exist, and can feed back information like whether the language on the call indicates the discussion of a sale or a customer service email, etc. Call360 is quite unique. It uses AI to transcribe and read the call language, ascertaining whether sales were complete, what price they were completed at, and all other details and key metrics from the sale. It can even tell you why a customer hasn’t completed the sale if they backed out halfway through.
Using third-party software
In short, for true offline sale to keyword attribution, you need to make use of external software. Many call analytics platforms will be able to estimate whether your team have closed a sale, and also detect certain keywords that allow them to attribute whether a call was a sales call or a customer service issue. The Call360 platform is unique, in that it will tell you whether or not a sale has closed, but also attribute a reason for why the sale was (or wasn’t) completed. It will pick up key metrics such as the eventual sale close price, and deliver statistics on what keywords are associated most frequently with closed sales and which ones frequently crop up on abandoned sales. The amount of data that can be scraped by the Call360 AI delivers the kind of insights that are usually only available on advanced CRM systems that analyse written communication and online data.
Integration needn’t be an issue with Call360 either. It will simply link into any API you have linked to your CRM software and distribute the captured data into wherever it needs to go. For any difficulties or queries, eSales hub will also provide a dedicated account manager to handle your Call360 account and assist with integration and insights.
See the customer journey from beginning to end
One of the key benchmarks of successful customer relationship management is having a full view of the customer journey and seeing stats for each stage. Call360 was designed to bridge the gap in data created from when a customer journey hits the call stage. Even for leads that take place in the long term, such as insurance quotes, Call360 can plug the data black hole. Because the AI can detect and match up information that identifies a unique customer, Call360 can connect a customer that enters some information online, picks up the phone to deliver further information, and then drops and continues to supply information online again. Call360 will collate all the data and present it in a seamless front-to-back journey, from first contact to sale close and customer retention stage.
Link up data from your Google Ads campaign
Call360 can sync up with your Google Ads campaign to match relevant data. Google will send information such as cost per click, campaign ID, and keyword. You can then use the analytics from Call360 to see what the behaviour of customers driven by your specific Google campaign is. If customers from one specific Google campaign are abandoning the sales journey, it may suggest that the traffic quality from that campaign is low, and that a change in strategy might be wise. Call 360 will make sure you can accurately judge this information by stopping your customer journeys vanishing at the call stage.
Access unparalleled insights
Whatever information you need for your phone call sales attribution, the technology is out there to help you bridge that gap. Specialist technology is the place to go when solving this problem, so make sure to reach out to your preferred platform – and ensure you don’t fall behind your competitors because of a data black hole.