Numbers are a business person’s best friend. If you aren’t convinced yet, perhaps statistics by the Economist Intelligence Unit will do the trick. It appears 60% of professionals believe data generates revenue within their companies and 83% feel that data increases profitability for existing services and products (source: Forbes).
Closely related to CRM strategies which include website phone call tracking, a recent survey on Statista shows that industries with the worst customer service are government offices, telecommunications, health care, utilities, insurance, airlines and retail. With each industry offering customers the possibility of phone calls directly from their website, let us address the importance of data and tools of trade for website call tracking. Welcome to 2016, quarter two.
Redefining Success in Online Business
There are probably a thousand things an online business needs in order to become successful. However I have found these three to determine the actual success rate more than anything:
- Strong community management, both online and offline. With relationships being built on a H2H level (human to human), community management has a proven track of not just growing the social media channels, but also significantly contributing to the actual business growth.
- Conversion tests and experiments/trials using your business channels. In many ways, it makes sense why marketing and sales complete one another: if your marketing efforts convert into more business and sales, then your strategy proves successful. In an article on Hubspot, marketing and sales align with one another, the result being an increase in lead generation.
- Custom web data reports. Data of any kind is a must if you plan on building a sustainable business, both online and offline. Custom data is the key to understanding user behavior and what happens before and after the decision making process.
Analyze customer and web data, and create custom reports that include relevant findings. These practices can make the difference in knowing what your audience wants, how they get the product/service they want and if there is any follow-up. Check below how a custom report looks, courtesy of Nextiva Analytics.
Tools to Monitor Website Phone Call Conversions
Following Google’s new implementations which now allow tracking phone calls with Google Analytics (GA), companies using call centers as part of their CRM strategies can start seeing better actual sales conversions. The process is quite simple to implement: add the GA code to your website and then set up Events and Goals (free) or an integration software (paid) to track phone calls from your website.
Overview of Nextiva Analytics
Nextiva Analytics launched in March as a “disruptive new reporting and analytics tool which integrates Nextiva’s Next OS platform”.
“Up until recently, businesses using call centers as part of the customer support experience were only able to run in-depth reports, but now companies can gain unprecedented visibility for quick and informed decisions…Stakeholders can now ‘View, Analyze, and Act’ like never before, and get exponentially more value out of the platform,” says CEO Tomas Gorny.
The tool offers more than 225 report combinations and “sky is the limit” ways to analyze real-time data, as well as historical data in the form of modern graphs or traditional tables.
Nextiva comes with a user-friendly interface, allowing any tech or non-tech savvy individual to create and analyze reports. A summary report offers a snapshot for call activity independent of time and dates.
Call group reports are also available and offer the option of analyzing data for a specific target group (i.e. company employees), with the purpose of a deeper understanding in terms of business needs.
Custom reports and custom dashboards can be tailored to custom business needs, while reports always in-demand are easy to view and access.
In order to empower agile decision-making processes, the wallboards allow transparency and displays of critical information for the business.
The Gamification option can be used to motivate performance and increase engagement among operation teams.
Last but not least, businesses can turn data into call-to-actions for competitive advantages, long-term goals, KPIs and predictions of future success rates.
“As a data-driven company, we understand the importance of data for deep business insight and agile decision-making,” adds Gorny. More information and how-to’s can be found on their webinar resources page.
Keeping in mind the trends, the demands, and the solutions out there, how prepared do you see your own company in embracing the web analytics of tomorrow? Remember, even if your company is traditional, it doesn’t mean your marketing and sales strategies should be old fashioned. Trend them up by studying your audiences, your customers and creating an ideal environment for your employees and clients. Don’t let the small details out of your sight; they might define the success of your business. Online and offline.
Featured photo credit: Walter Pro via flickr.com