Understanding Your Audience: Call Tracking as a Key Tool in Market Research
Audience research is critical for any business. It helps to build a base of potential customers, develop effective marketing strategies, and increase sales and the company’s overall revenue. More and more entrepreneurs are using automated systems to facilitate collecting, processing, and organizing data. One such system is call tracking.
According to the DATAINTELO report, in 2020, the market for call tracking software was $4.6 billion. From 2023 to 2028, experts expect it to reach about $7.5 billion.
They claim the main reason for this rapid growth is the desire of customers to contact companies in real time. Also, the demand for this digital product is based on the versatility of the call-tracking tool and its easy support. The service is available for both large enterprises and small and medium businesses.
With this solution, you can capture the sources of incoming calls from advertising channels and ads and collect data from online resources and physical media.
How Do You Get a Complete Portrait of Your Average Consumer?
Identifying your target audience happens in the initial stages of starting a business. At first, you may have a broad group of potential customers, but you identify the most interested customers with further segmentation. Based on the initial data, you launch advertising campaigns and develop customer interaction templates.
As a LinkedIn survey shows, about 85% of marketers and sales executives agree that their collaboration positively impacts company profitability. You can use call and sales tracking tools to provide a shared environment to research leads and create personalized campaigns.
In addition to calling tracking services, CRM systems, lead management software, and more are installed to gather information. By integrating call recording tools with other digital solutions, you ensure that you get comprehensive and quality information about your audience.
What Information Does the Call Tracking Software Collect for You?
Since the call tracking service focuses on incoming calls from customers, it can provide insight into the key motivations behind the call. It also collects a lot of other additional data.
A call tracking tool has a wide range of functionality and is designed to collect a variety of personal data, including:
- Phone numbers: These are automatically added to your customer database for further customer interaction.
- Caller’s first and last name: The information is also recorded in the database, and when you call again, the system gives it to the operator. Thus, from the first seconds of the conversation, an employee can establish friendly contact, addressing the client by name.
- Gender and age: These metrics show which groups of the population your products or services are most in demand. You can develop an effective marketing strategy aimed at expanding your audience.
- Location: Knowing the location of your customers helps you scale your business. By analyzing the most popular cities or countries, you will understand which markets to target.
- Call history: It records the number of calls made by a single customer and the products purchased earlier. Personalized offers and additional sales strategies are based on this data.
For a full understanding of the benefits that call recording can bring to your business, let’s consider additional call-tracking metrics:
- Date and time of the call: This parameter is important when an advertising campaign starts yielding desired results. By tracking the dates of calls, you can see which days and times of day customers are most active.
- Call duration and content: This metric provides insights into your customers’ issues, interests, and motivations. By understanding their pain points, you can offer the best solution. You can also identify a category of leads that requires special attention.
- Source of incoming calls: Information about customers’ most frequently used sources of information allows you to understand which channels are most attractive to them. For example, your street banners may attract more customers than your website. You could assume that your target audience is less internet-oriented or that there are issues with your website that repel leads.
- Number of calls within a specific period: Based on this data, you can identify peak hours and create schedules for operators and salespeople. This approach will help reduce missed calls and alleviate the workload on call center employees.
- Customer satisfaction level: A call tracking tool records conversations. It lets you evaluate the performance of your employees and identify communication weaknesses. You can conduct training and create script templates for newcomers based on the recordings. All of this will significantly enhance customer satisfaction levels and strengthen their trust.
- A number of targeted actions customers perform: By setting a phone call as a conversion, you can track the conversion rate for each source. You’ll understand how potential customers discover your business and which platforms to use more frequently in the future.
The collection of customer information should always follow legal regulations and be secure. Call tracking systems are designed to include all precautions and are highly secure. In addition, you can customize call tracking metrics login by assigning access levels to your employees. This will allow you to avoid unauthorized access to the personal data of your potential and regular customers.
Benefits of Using a Call Tracking System for Data Collection
1. Obtain Necessary Information Promptly
The automated system tracks phone numbers and instantly provides the operator with information about the caller. Knowing the customer’s previous issues, your employee can provide more personalized service.
2. Receive Reports in a User-Friendly Format
Call tracking software provides analytical data in simple and understandable graphs, tables, and diagrams. Therefore, information about leads, loyal customers, and conversion rates will be processed more quickly. Moreover, developing new marketing campaigns will be based on the latest data.
3. Reduce Errors in Recorded Data
Manual data entry and processing can lead to mistakes or the loss of important information. By using automated tools, you significantly reduce the risk of typos. Utilizing digital solutions allows you to create high-quality and reliable profiles of your potential and existing customers.
Call tracking is an important telephone monitoring and marketing tool. Implementing this software in your operations eases tasks for your company’s marketers and sales representatives.
How to Gather a Quality Customer Base Using Call Tracking
If your goal is to collect as much data as possible about your target population, choosing your digital product carefully is important. Pay attention to such features of customer service call tracking software:
- Features that include capturing all the parameters you need.
- A security that ensures the safe storage and lawful collection of personal data.
- Integration with other systems that do not require you to spend additional resources.
- A control panel should be simple to reduce the time spent learning to use the software.
- Support from the service provider in case of operational errors.
You’ll need a reliable call-tracking system to comprehensively study your target audience. You need to analyze options from different providers. It is also important to check the price lists in advance and allocate a budget to purchase a digital product. A great option is software from a company that offers a test period. You can install the tool and use its basic features to see if it fits your business goals well.
Clearly defining your target audience is a sure step to success. Tracking phone calls collects personal data such as names, phone numbers, locations, and demographics. It also provides information about the date of the call, its duration, motives, common problems, and popular products/services. All this contributes to a better understanding of the target audience. Thorough analysis helps not only to launch promotion campaigns but also to successfully conquer new markets.
