Segment your customers using call tracking to provide VIP treatment

Marketers are familiar with the activity of segmenting targets and split testing creative before they run campaigns. However, we are beginning to see our customers be more sophisticated with how they use tracking numbers to segment their customer response to online enquiries.

Using dynamic call tracking numbers that can change depending on a search query or a price point on a web site can allow companies to effectively segment their telephone response.

Using dynamic call tracking numbers can allow companies to effectively segment their telephone response.

Once the audience has been segmented, the phone calls can be channelled to the appropriate team that has been briefed to handle the enquiry. In addition to this a call whisper can be added to the segmented number that will preannounce the caller segment and allow an operator to react accordingly. Below are a couple of examples from the car industry and travel sector of how companies are segmenting different calls.

Segmentation in the travel industry

A travel client has a strong understanding of the margins on their products and wants to make sure that customers calling on the higher margin and turnover products get a faster response. They have arranged their web site so that if a customer searches for holidays above a certain price point then this displays a different telephone number to their normal packages. The calls on the higher price point number go to a dedicated hunt group and ddi so that operators can see it is a high value client and can react accordingly.

Segmentation by a car retailer

A retailer of one of the main German brands has segmented their telephone numbers so that the high value cars above £50,000 are given different numbers to the lower value cars. These calls are delivered into their specialist high value cars department who can answer the calls ready to deal with the enquiry accordingly.

Call us now on 0844 120 7440 to find out how you could be using call tracking numbers to segment your customers. Visit the call tracking page for more information.

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