A common problem across marketing and sales departments is matching up marketing campaigns with actionable information and measurable sales results.
Marketers are constantly tasked with producing quantifiable results — often without access to a full data and without control over the flow or receipt of information. Conversely, sales departments and call centers are equally overwhelmed by the responsibility to gather data without a clear understanding of purpose or methods. And ultimately, while online traffic and e-commerce can provide significant marketing and sales data, phone-based sales departments struggle to help marketing campaigns connect with results. Searching for a solution, call centers actually sit at the meeting point of this information — and the fix is not a difficult one.
Marketers do an excellent job of planning and executing marketing campaigns. Whether fully digital or a mix of traditional and online media, good marketers know how to connect messaging, targeting and branding to create a full experience for the intended audience. They craft specially targeted themes and calls-to-action to motivate buyer behaviors and encourage interaction. They work hard to stand out from their competitors and the general noise that is marketing and advertising — and are then asked to serve up results and metrics — a reasonable request were it not for one piece missing — conversion data and buyer insight.
One of the reasons for this is easy to understand — there cannot be data analysis and reporting without data. The simplest reason for a lack of data is often that the marketers planning and executing the campaigns aren’t the same people receiving the direct feedback and interaction from customers.
They can’t see, hear or feel how the audience is responding — and the people who can aren’t well trained on how to report that information back in a way that marketers can use to explain the results of their marketing campaigns. Especially in the case of call centers, data is often so far removed and simplified that all real insights are eliminated from the data at the very first call interaction.
A futile attempt to solve this issue is the classic “let’s just train our call center agents to report information better”. It is a tried and true — and theoretically valid — concept that unfortunately simply does not work out in practice. You’re welcome to try it — and let us know if it works. But if you have already gone down that route and are still struggling to understand your marketing results, it is time to try another route.
Sign up for CX and call center insights delivered weekly to your inbox
While you’ll never be able to eliminate the importance of training your call center agents — i.e., you still have to teach them to ask questions to address marketing insights and get responses at all — you might be able to skip the analysis and reporting if you put in place a simple yet often overlooked call center software feature — call recording and historical reporting.
Marketers know what they’re looking for — and what they’re listening for. Instead of asking your sales and call center agents to interpret phone interactions, just give the entire call exchange directly to your marketers to interpret. (We never said we were offering rocket science here — but sometimes simple practices are the most effective).
With access to the full call recording, marketers can listen for key notes and information that others wouldn’t necessarily pick up on. While your sales agent may hear “found you on the internet”, your marketing executive will hear “found you on the internet” and “do you still have the 20% off running shoes promotion running?” — and they will know the 20% off promotion was only pushed through a retargeting campaign offered to abandoned cart visitors who came in from a PPC campaign. Unless you can somehow teach that instinctive analysis to your call center agents, you might as well just find an alternate route all together. Call recording may just be it.
Call center software can help you analyze marketing data by providing a full picture of the entire interaction for each and every caller. It prevents loss of insights and data by capturing the entire exchange and offering it directly to the people most likely to interpret in the information correctly.
Plus, it captures third party data from social media sources and previous exchanges to help define the entire caller interaction. Did your caller respond to your Twitter promotion a week ago? That nugget of marketing information is easily overlooked by anyone without a strong background in marketing.
Not sure whether you have the right systems and processes in place to make the most of your marketing information? Consider checking out different call center software to make sure you’re getting all the information you can.