Why Call Tracking and Call Analytics are essential for telecoms providers

Why Call Tracking and Call Analytics are essential for telecoms providers

The telecoms industry was built (and still continues to depend) on phone calls. Even though a telecoms provider in the 21st century is more likely to be delivering full-fibre broadband contracts, with phoneline contracts a much smaller concern, telecoms sales are still very much driven by phone conversations.

This reliance on calls means that call tracking and call analytics functionality offer huge benefits to any telecoms provider. Let’s take a look at why the humble phone call is still so central to the telecoms industry, and how call tracking and analytics can turn that into an advantage.


High volumes of complicated sales calls can be quantified and analysed in real-time.

Telecoms service contracts are complicated. There’s usually several different components – as well as broadband and telephone lines, businesses seeking telecoms services might be looking to implement mobile PBX systems, mobile fleet management systems, and even mobile app integrations.


There’s a lot of choices, and there might be a lot of questions from both parties to create the best package for the customer’s needs. It’s not a process that lends itself to online purchasing, so the majority of these deals are still closed over the phone.

The AI call tracking system used by Call360 are the perfect way to quantify and assess the content of your calls. We can train our systems to interpret the intent, sentiment, and outcome of each call, to help you understand how your telecoms sales teams are performing, and find any friction points in the buying journey. Call360 will also provide downloadable transcripts of each call, to enable a more granular analysis.


Lots of businesses are still dependent on calls for much of their business.

A surprising amount of the UK still experiences issues accessing consistently high-quality broadband. UK broadband speeds are still ranked as some of the slowest in Europe, with a mean download speed of 37.82 Mbit/s. Lots of businesses are still dependent on calls for much of their business. When these businesses are looking for providers of services such as telecoms, they’re much more likely to work over the phone with a sales team.


Call tracking allows telecoms companies (and other sales call-based companies) to harness the power of attribution modelling.

The central role of sales calls in the telecoms industry business model creates a problem for conventional digital marketing techniques. While customers are now researching telecoms providers online (making digital marketing essential), an estimated 60% of sales are still coming through phone calls.

Digital marketing is founded on analytics. Website visits and ad clicks are measured and weighed with attribution models, allowing us to see where our best customers are coming from and how they interact with our digital assets.


With call tracking, unique tracked numbers can be added to your different marketing channels. This allows you to understand not only which marketing channels are providing the best ROI, it allows you to develop much more sophisticated attribution models that take into account both online and offline behaviour. And with the insights into customer behaviour and sentiment generated by Call360’s call analytics, it’s literally the best of both worlds.

Get in touch with Call360 today to close the gap between your marketing efforts and your sales calls.