It’s the 21st century, and we live in a digital world. With social media, instant messaging, texts, and even video calls, communication continues to evolve. However, 92% of all customer interactions occur through phone conversations. And after all of this time, relationships are still established and maintained through the telephone. As you build and execute your marketing strategy, telephone communication must be included. Here are seven reasons why listening to phone calls is important.
It’s hard to make smart decisions if you don’t know what works and what doesn’t. Listening to phone calls provides you with data to help guide future conversations. You’ll be able to see positive and negative trends, how people react at specific points in a scripted conversation, or pain points that span across your client base. Marketing professionals are trained in picking up on this information. They will be able to suggest tweaks in your messaging and timing that can help you and your team capitalize on emotional appeals and the right information at the opportune time.
2.Keeping Customers Happy
The saying goes that, “you don’t know what you don’t know.” A lot can happen on a phone call, and it’s easy for things to get lost in the shuffle. This is particularly true with a busy sales team that quickly moves from one call to the next. If a sales representative receives a useful piece of information, makes an error, or does something beneficial for the company, it’s essential to document and share what happened. Taking note of and responding to both wins and opportunities for growth keeps your team on track and pointed in the right direction.
3.Improving Your Online Marketing Strategy
As you continue to improve your marketing strategy, your company will grow and offer new products, services, and promotions. Customers will naturally provide feedback on what’s working, what’s not, and where there is an alternative. This information is an opportunity. By strategically listening and collecting data on what the existing or potential customer has to say, you can alter the content on your site to address these issues to drive sales and renewals.
4.Protecting Your Customers And Employees
All businesses fall under some type of regulation. Many even require phone calls to be recorded in order to have an indisputable record of transactions. This helps to limit your legal liability by documenting verbal requests, authorizations, and disputes.
5.Educating Your Marketing Team
Use the data you collect when listening in on calls to educate your marketing team. Listening to customer feedback can give you the information you need to fill the gap between what’s working and what has been ineffective. That space in-between is where you can make educated change.
6.Train New Employees
Over time, you will add new people to your sales team. This will require proper onboarding and training. Having a record of calls that went well and ones that missed the mark will serve as an effective training tool for new hires that shows them examples of what can happen, what to do, and what not to do to effectively get the job done.
7.Measure Marketing Strategies
The “how” is often just as important as the “what.” Recording calls provides you with the information to know what was successful and how that success was achieved. Were certain questions asked? How long did the call last? Was specific data provided? The answers to these questions can be found in your recordings that can provide information on where your new leads come from and how you land new clients.
Phone technology may be older in nature, but that doesn’t mean you can’t put a fresh, new spin on why you should be listening to calls. The experts at FieldRoutes are trained in analyzing data, recognizing gaps, and using information to power up your marketing strategy to build your business. Contact us today to get the help you need to make your phone calls count.