ou need a call analytics platform for your company? //

To collect, analyze, and respond to the increasing volume of calls from businesses, enterprise marketers use call analytics platform. They allow for automated and scaled call tracking as well as routing, scoring and fraud prevention.

It is not an easy task to decide if your company requires a call analytics platform. This requires the same evaluation steps as any software adoption. It includes a complete self-assessment about your company’s financial resources, staff capabilities, and management support.

Gather your team to answer these questions before you jump in.

Is it possible to optimize inbound phone calls for sales and lead-generation?

The phone is still an important tool for customer communication, especially as more people work from home and shop online. A Google-commissioned Ipsos survey found that 70% mobile searchers used click-to call capabilities to connect with businesses.

What percentage of our revenue, if any, do we attribute to inbound calls?

It makes financial sense to invest in a platform if the amount of revenue you already get from inbound calls exceeds the cost of the platform. If you work in the financial, telecom, or automotive industries, customers are more likely to use the phone to make “considered purchases.”

What is the process for analysing inbound phone calls?

What data can we extract from calls? Call analytics platforms combine AI- and machine-learning-based speech analytics with natural language processing to give robust insights into call quality, including caller sentiment, tone, and intent.

What analytics capabilities do we need in our company?

Based on your most pressing business requirements, prioritize the available call analytics features. Do you want to start with basic call tracking data, for example? If you’re an agency, send clients reports. What are the most important metrics in call conversions, missed opportunities, and other in-call metrics? Are pre-call tools such as intelligent IVR or call routing more important to your goals? These answers will allow your company to choose the vendor that can best help you achieve your goals.

Who will use this platform? What level of the organization will it be managed from?

Effective call analytics platforms require the support of the C-suite and proper staffing. Call analytics platforms like martech are increasingly being managed by the CMO, and not the CTO/CIO. In either case, the platform could become a costly reservoir of untapped data that has unfulfilled potential to increase revenues and improve customer experiences.

What training do we need?

Different platform vendors offer different levels of customer support – from self-serve, full-serve, and strategic consulting services. Before interviewing potential partners, it is important to know where you are on the spectrum. Training is essential. If your company does not want to hire staff internally, you might need to partner with a certified platform partner in order to fully utilize the system.

Can we integrate our existing martech and adtech systems with a call analytics system?

Many companies work with multiple partners in email, ecommerce CRM, social media and paid search. Find out which call analytics vendors integrate with other systems, whether they are natively integrated or via API. Also find out if these systems offer seamless reporting capabilities and/or execution capabilities.

What reporting requirements do we have?

What information does your salespeople, marketing managers, customer support teams, and IT department need to make better decisions? You need to identify the gaps in your existing reporting and, more importantly to ensure that additional information from call analytics will lead to better decisions.

How much does it cost to own a home?

On-demand pricing is used by enterprise call analytics platforms. Customers pay a monthly fee, which will vary depending on usage. Most vendors in this report charge both minutes and phone numbers. Some vendors charge platform and onboarding fees. Others do not. Be sure to review your requirements as modular pricing models can cause vendors to differ in how they include certain features as add-ons or standard.

What is success?

What KPIs should we measure? And what decisions can we make based upon call analytics data? To be able later to measure success, set your business goals for call analytics platform. It will be difficult to justify the cost of the platform and subsequent marketing campaigns to the C-suite executives without them.

The latest Enterprise call analytics: A marketer’s guide is now available

Do you need a call analytics platform for your company? was first published on MarTech.