YourBusinessWithJamesCaan2016 - 128

What is driving
calls into your
business?
Burying your telephone number on your website isn't
the best way to generate business

M

any businesses are adopting
digitally led business models
in order to better service their
customers' needs. But many others are
choosing to exclude or bury their
telephone number without properly
considering the impact on customer
experience and journey.

A Google study on 'click to call' found that 70%
of mobile searches have used the 'call button'
and the reasons for telephoning a business
as opposed to using a website or
other means were:

SOURCE: GOOGLE

Calls touch every area of
your business
As the study shows, calls are originated for a
number of reasons: marketing (research), sales
(purchase), support and ongoing service. Call
data has rich qualities which can be used to
inform, plan and measure business decisions
across all business functions, but many
businesses fail to invest in harvesting this data.

What we are offering are simple analytical tools
that help drive business performance.
 Example 1: A travel business invests
considerable sums of money in online paid
media advertising and they expect this will
drive considerable call enquiries to the business.
They therefore need to be able to track which
channels and keywords work best and to be able
to map the customers' online journey in order to
deal with enquiries in a far more effective manner,
both for the customer and for the business.
 Example 2:The call centre for a major UK
business is experiencing growing volumes
and taking calls of a more complex nature. The
business continues to invest in resources in
order to meet demand but the business has little
insight into the source and reason for the calls
and how this could be dealt with more quickly
and simply, for example, by having better online
help guides or more self-service features.
 Example 3: A B2B provider employs several
people in its sales team who are responsible
for lead generation. The business needs to
ensure that the team are working efficiently
and meeting numerous key performance
indicators (KPI) such as volume of calls, talk time,
conversion to opportunities and, through the
use of smart technology, the business can
ensure the team spends its time scouting
for business.
When we think about a customer journey
there are multiple touch points before, during
and after the sale and on an ongoing basis
throughout the customer lifecycle.
The most successful businesses will be able

to join up these interactions to form a complete
view of the customer engagement. They can
then influence and measure this over time.
This is particularly relevant for business-tobusiness (B2B) companies where the buying
cycle is often longer and has more stakeholders.

Increasing call volumes
Call volumes are considerable and growing,
primarily due to smartphones and their ability to
research, identify and connect with businesses.
Research by BIA/Kelsey in the US predicts the
volume of mobile calls to businesses will leap
from 93 billion in 2015 to 162 billion by 2019.
Telephone calls will remain a considerable
channel for businesses, but often the investment
in the phone system is not prioritised.
Despite the financial cost of dealing with
these calls, companies are missing out on
new business because their tools are not
up to scratch.



YourBusinessWithJamesCaan2016

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