Speech Analytics: Why marketers should start using it for inbound calls

You know your customers phone you for a reason, but have you ever tried to separate the callers that want to buy from you, from other enquiries? As a marketer you just want to know where a customer found you, what they want to buy from you and why, so you can attribute it to the advertising that triggered the call.

If you’ve ever tried to isolate sales calls, you’ll know that it’s difficult because it tends to mean either a carefully crafted IVR menu to route them, or you need to listen to the call recordings. And that side of the business tends to be managed by customer service or the contact centre team.

So how can speech analytics help you as a marketer?

There are three good reasons why you should use it as part of your overall inbound lead analysis:

  1. Marketers can quickly classify customer intent on their initial phone request without listening to the phone call. Speech analytics automatically identifies, and analyses target keywords or phrases spoken in phone conversations.
  2. Improve your marketing Return on Investment (ROI) by removing marketing expenditure which is producing calls that are not revenue generating, such as support or customer service calls.
  3. You can intelligently prioritise high-sale probability leads to your sales team so they are focusing on the highest quality calls that will convert more often.

Speech analytics process flow diagram.

That’s the ‘why’. But ‘how’ do you get the specific information you need as a marketer?

Many have found success by asking their customer service teams for reports as they often use some form of speech analysis for quality purposes and ‘Voice of the customer’ applications. But the information you get isn’t always focused on the transition between lead and sale, and it doesn’t necessarily link up with your analytics software or lead nurturing tools.

You’re also only interested in sales calls (not support or aftersales) as these are directly linked to your marketing activities. The best way to separate these and ensure you can track your marketing driven phone sales is by getting a speech analytics tool that’s designed specifically for marketers. One that allows you to:

  • Attribute and capture leads which convert on a phone call
  • Tie calls to marketing campaigns, keywords and referral sources
  • Measure marketing performance and ROI
  • Spot trends in consumer behaviour and preferences
  • Capture key customer demographic and psychographic data
  • Score/ prioritise leads for sales teams

Before you start searching for the right analytics tool…

Consider the following:

  1. Make sure your speech analytics provider understands your specific marketing needs and lets you have information about the buyer prior to the call as well as the intention. If it is focused mainly on the conversation and aftersales service, you’ll have trouble getting the analysis you need to see what activities are working for you
  2. Ensure your provider can track call conversions, from marketing source to call. You can track the interactions of your visitors from referrals, ads and backlinks, but as soon as they pick up the phone, the trail goes cold. Call tracking software enables you to use unique phone numbers, so you have a prospect’s complete journey to analyse. Furthermore, if you use speech analytics to pick up their keywords, you can understand why they are calling.
  3. Any good speech analytics or call tracking provider should let you access call recordings. This is important in case there is a query around that call or if the reason for calling isn’t clear. It’s a good back up.

Now that you know how speech analytics can help you refine your analytics from a multi-touch perspective and get the full picture, you’re ready to remove the guesswork from your reporting and stop worrying about how you measure inbound phone calls effectively.

If you would like to know more about speech analytics and call tracking, please feel free to call us at Mediahawk for a chat about how it can help your marketing department.

About the author - Natalia Selby

Marketing Executive at Mediahawk, with 20 years experience in analytics, content management and eCommerce.

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