Your Business With James Caan 2017 - 211
complex. Call Intelligence can help unravel a
website visitor's online session before they
called, revealing what ads they clicked on, which
pages they visited and at what point they made
the phone call. This can help marketers attribute
sales revenue and analyse a specific marketing
In addition to this, knowing what a customer
was looking at online before they made their
call can help the retailer understand why
they are contacting them and also assist the
call taker in providing real-time suggestions
to help them close any potential sale.
How does it work?
With Call Intelligence from ResponseTap,
every customer receives a telephone number,
which can be freephone, local or international,
that is unique to that website session. It is
this that gives retailers such personalised,
C A S E S T U DY
How Virgin Money uses Call Intelligence technology to help drive
enquiries, optimise marketing spend and improve customer service
Virgin Money has a commitment to
treat every customer as a person, not a
number. In stores, customers have access
to experts who are on hand to help with
questions. But with many of the company's
mortgages now being sold over the phone,
this commitment to customer experience
has to extend beyond the welcome visitors
receive in-store. Therefore, Virgin Money
set out to answer what for many brands
would be an impossible question: what
makes the phone ring?
The theory of Call Intelligence
The brand's theory was that if Call
Intelligence technology could provide
an insight into each customer's online
and offline journey to the point of them
picking up the phone, this could be used to
improve the customer experience and the
call conversion rate. The objective was to
capture data that would prove marketing
return on investment, enabling the team to
Virgin Money implemented ResponseTap's
Call Intelligence technology in March 2016.
With dynamic telephone numbers used
across the website's mortgage pages, every
caller has a unique number. Single numbers
have also been added to affiliate sites,
emails and display ads.
As a result, there is now real-time insight
into the marketing channel and specific
campaign that prompted the call, as well
as other online and offline behaviour and
interactions. Virgin Money's DoubleClick
Campaign Manager and Google Analytics
accounts are also integrated into the Call
Intelligence platform, so the marketing
team can see data including origin, website
history, page visits and keyword-specific
PPC engagement in only a couple of clicks.
Wider business benefit
From a brand perspective, changing phone
numbers can introduce an element of
risk. However, frequent communication
and robust training meant the transition
was handled smoothly. In fact, separate
numbers for new enquiries mean the Virgin
Money team can now better qualify calls.
The insight even allows Virgin Money
to be reactive to contact centre resources.
For example, the marketing department
can analyse - via ResponseTap - where
it can increase or reduce customer calls
depending on the level of capacity available
in the contact centre at particular times.
Calls convert 20%
higher than clicks,
according to HubSpot
in-depth insight into what made them pick
up the phone.
Other product features include:
Real-time data - allowing you to make quick
decisions during calls.
Next best actions - presents agents with
suggestions on what to talk about based on
the customer's online journey, so you can start
the call where the web journey left off.
Pre-configured dashboards - import
ready-made dashboards and views into Google
Analytics at the click of a button.
Simple administration - after a small piece
of code has been added to your site on set-up,
all other configuration and admin can be
performed on the ResponseTap platform.
Lifetime access to call data.
Easy access to call recordings.
Industry-leading post-visit call attribution data.
F O R M O R E I N F O R M AT I O N
Call: 0808 250 8514