Call Transcription is the next advancement in call tracking in Australia

24 Jun 2016 by Daniel Abelsohn, Delacon

  • Technology

Call Transcription is the next advancement in call tracking in Australia

Phone calls are an increasingly important metric for businesses to measure – especially those businesses that rely on phone calls to generate sales or enquiries.

Unfortunately many businesses fail to track and measure phone calls effectively, meaning they are losing out on a huge amount of customer data and intelligence.

Effective call tracking and analytics software can provide a solution that help a business measure what campaigns (online and offline), keywords and landing pages are generating phone calls, allowing you to marry this data with online data in Google Analytics to make better informed decisions about your marketing spend.

This type of analysis may be relatively new for some businesses but the next advancement in call tracking in Australia is already here – call transcription and analytics.

While call tracking has typically been able to tell you where a phone call has come from, call transcription takes analytics to the next level by providing analysis on the actual conversation, allowing you to effectively ‘listen’, analyse and transcribe every call made to your business.

What metrics can generally be analysed?

Keyword analysis

The call is analysed to see if any specific keywords (set by you) are spoken by the caller or your agent. For example, you may want to see if the call generated a sale and set sale indicative keywords such as “Buy”, “Credit Card”, “Purchase” or the actual dollar value of the sale.

Keyword analysis can also be used to determine if agents are following pre-approved scripts by setting the system to analyse for scripted keywords.

Emotion of the caller

Are your callers generally satisfied or dissatisfied with your product or service? Call analytics can pick up the emotion of the caller and feed this data back to you.

Gender of the caller

The gender of the caller can be analysed, allowing you to see exactly what percentages of your calls are male or female. This information can be fed back to your marketing team who can determine if your campaigns are attracting the correct audience.

What is actually the point of all this analysis?

So you’ve analysed and captured this data – now what?

Most companies which provide call tracking can only help you track your cost per lead (CPL). One of the key benefits of call transcription and analytics is the ability for it to help you track and improve your cost per acquisition (CPA) accuracy.

Essentially, by scanning for keywords which indicate a sale, you can work out which calls are leading to a sale and what the value of each sale is. This data can be fed into your various marketing software platforms to help calculate your CPA as well as for real-time optimisation of your campaigns.

This also eliminates the need for post-call surveys to be conducted by the agent, who would typically enter the outcome of the call after the caller has hung up.

Remember an effective call tracking solution can help you find the missing piece of the data puzzle, allowing you to make better decisions about your marketing efforts and hopefully allowing you to attract more and better quality customers, increase sales and get a better return on investment on your marketing spend.

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