Using Call Tracking To Improve Call Answering

Inchcape Retail use call tracking from Mediahawk to improve their call answering effectiveness

Call tracking specialist, Mediahawk has been working with Inchcape Retail centres to help them increase their telephone answering effectiveness. The group are currently monitoring their incoming telephone calls using call tracking from Mediahawk. Using this system, Inchcape had been alerted to the fact that the amount of calls being missed during an average week peaked at 8%.

Mediahawk was tasked with improving this figure and adopted the following actions:

A simple routing plan was put in place to avoid the calls being missed
The call was given 15 seconds to be answered and if not answered it would be routed to a mailbox where the caller could leave a message
Once the message was received a notification would be sent via email to a specific email address

As a direct result of this routing plan the missed calls were dramatically reduced and are now on average over 97% effective. This is a dramatic difference to how they were before and can be put down to two points; the retail centre having call tracking in place to quickly identify the issue and the routing plan that was adopted to enable the calls to be routed to the right place and get answered more efficiently.

Mediahawk has also discussed the prospect of using call recording to further identify call wastage in the retailer. Call recording could go a long way to identifying how the calls are being handled and if the enquiries are indeed being answered efficiently and getting converted.

Tony Carr, Divisional Marketing Manager at Inchcape Retail had this to say:

“The ineffective calls were a concern for us as we were unable to come up with a viable solution to make sure our telephone enquiries were being responded to quickly and efficiently. Working with Mediahawk, we were able to identify the issue and quickly find a solution, therefore increasing our call effectiveness and avoiding any wastage.”

Call tracking works by using 08 or locally prefixed telephone numbers on marketing collateral. When these numbers are called they are tracked and provide information such as the source of the call, location of the caller and call duration as well as identifying where calls have been missed or the caller received the engaged tone. Website call tracking goes one step further by tracking the referring keyword or URL that sent the potential client to your website.

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