Every day software eats a bit more of the world, and it never ceases to amaze me how profoundly transformed and re-invented are the things that software eats.
I recently became aware that phone calls are being eaten by software in a rather spectacular way. Without going too deeply into the long explanation, suffice it to say that what we think of as a “phone call” (a live, synchronous dialogue between two or more parties) is going to evolve very dramatically, and very quickly in the next few years.

There has been an underlying shift in technological enablement, which was driven by the continuing acceleration of phone calls happening in the context of software applications (like calling your Uber driver from the mobile app). And this is but one familiar example. Companies of all sizes are “building phone calls” into new areas of customer engagement. They are also doing very inventive new things where phone calls are already an important touchpoint.

The specific customer touchpoint I want to focus on here is the inbound call, typically to a sales line. The number you put at the bottom of your company’s website. A number you might put in an ad, on a billboard, in print, or in an Adwords campaign. A number from which you expect new business and revenue.

This advent of full programmatic control over the phone call is creating a new playground of data-driven possibility for agile marketers. We have only very recently gained the ability to design a custom experience for our inbound business callers, and to iterate, measure and compare results, as we already enjoy in other digital marketing areas.

As digital marketing continues to evolve, so do the channels through which businesses interact with their customers. While emails, social media, and chatbots have dominated the scene for some time, a new player has emerged, significantly transforming the game – inbound phone calls. Once considered a traditional method, phone calls have resurged in the digital era, providing digital marketers with a valuable and engaging way to connect with customers. In this blog post, we’ll explore why inbound phone calls have become the new playground for digital marketers and how to make the most of this powerful tool.

1. Personalization and Human Connection:

In an increasingly digital world, consumers yearn for human connections and personalized experiences. Inbound phone calls offer just that, allowing digital marketers to engage with customers on a more personal level. By speaking directly to customers, marketers can understand their needs, concerns, and preferences better, leading to enhanced customer experiences and brand loyalty.

2. Real-Time Customer Support:

In the age of instant gratification, customers expect prompt responses to their queries and issues. Inbound phone calls facilitate real-time customer support, enabling marketers to address concerns immediately. This quick and effective problem-solving can leave a lasting positive impression on customers, improving customer satisfaction and retention rates.

3. Gathering Actionable Insights:

Every conversation on an inbound phone call holds valuable insights into customer behavior, pain points, and preferences. Digital marketers can capitalize on this data to refine their marketing strategies and tailor offerings to meet specific customer demands. By analyzing call transcripts and identifying patterns, marketers can identify trends and areas for improvement, resulting in better-targeted campaigns and improved conversion rates.

4. Conversion Rate Optimization:

Inbound phone calls offer a unique advantage in terms of conversion rate optimization (CRO). When customers reach out through a phone call, they are already displaying a high level of interest and intent. This presents a prime opportunity for digital marketers to engage prospects further, address their concerns, and nudge them towards a purchase decision. Implementing call tracking and recording solutions can help marketers measure call conversions and optimize campaigns accordingly.

5. Multi-Channel Integration:

Inbound phone calls are not standalone marketing channels but rather a powerful complement to existing ones. By integrating phone calls with other digital marketing efforts, such as email campaigns, social media promotions, or chatbots, marketers can create a seamless and cohesive customer journey. This synergy enhances the overall customer experience and boosts the effectiveness of marketing initiatives.

6. Personalized Retargeting:

Retargeting customers who have interacted with a brand through phone calls is a highly effective strategy. With valuable insights gathered from previous calls, marketers can personalize retargeting efforts to match specific customer interests and preferences. This targeted approach significantly increases the chances of conversion and maximizes the ROI of retargeting campaigns.

Step to set up a inbpund calls strategyes

Setting up an inbound calls strategy requires careful planning and execution to ensure a seamless and effective customer experience. Here are the steps to set up an inbound calls strategy:

1. Define Your Objectives: Start by clarifying your goals and objectives for the inbound calls. Determine what you want to achieve through these calls, whether it’s providing customer support, generating leads, driving sales, or gathering feedback.
2. Understand Your Target Audience: Identify your target audience and understand their needs, preferences, and pain points. This knowledge will help you tailor your inbound call approach to cater to their specific requirements.
3. Establish Key Performance Indicators (KPIs): Set measurable KPIs that align with your objectives. Common KPIs for inbound calls include average call duration, first-call resolution rate, customer satisfaction score (CSAT), call abandonment rate, and conversion rate.
4. Train Your Call Agents: Invest in training your call agents to ensure they possess the necessary skills, product knowledge, and communication techniques to handle inbound calls effectively. Focus on active listening, problem-solving, and empathy to deliver exceptional customer experiences.
5. Implement Call Routing and Queuing Systems: Set up a call routing system to direct incoming calls to the most appropriate agent or department based on the caller’s needs. Implement a queuing system to manage call volume during peak times effectively.
6. Integrate Customer Relationship Management (CRM) Software: Integrate your CRM software with the inbound call system to access customer information and call history quickly. This will enable your agents to offer personalized and efficient service.
7. Develop Call Scripts and FAQs: Create call scripts and frequently asked questions (FAQs) documents to guide your agents during the calls. While scripts should be flexible to allow for natural conversations, they should also cover essential information and responses.
8. Implement Call Recording and Analytics: Enable call recording to review interactions between agents and customers for quality assurance and training purposes. Use call analytics to gather insights into customer behavior, common issues, and areas for improvement.
9. Offer Self-Service Options: In addition to call support, provide self-service options like interactive voice response (IVR) systems or online knowledge bases. This allows customers to find solutions to common queries without needing to speak with an agent.
10. Monitor and Optimize Your Strategy: Regularly monitor KPIs and customer feedback to identify areas of improvement in your inbound calls strategy. Use the insights gathered to optimize processes, refine scripts, and enhance the overall customer experience.
11. Provide Ongoing Training and Support: Continuously invest in the professional development of your call agents. Offer ongoing training and support to keep them up-to-date with product changes, customer service best practices, and new communication technologies.
12. Solicit Customer Feedback: Seek feedback from customers about their experiences with your inbound calls. Use surveys or post-call feedback forms to gather insights and make data-driven decisions to enhance your strategy further.

Some exemple of exit in inbound phone calls strategies

Exiting an inbound phone call effectively is crucial for leaving a positive impression on the caller and ensuring a satisfactory customer experience. Here’s an example of an effective exit strategy in inbound phone calls:

1. Express Gratitude and Acknowledge the Customer’s Time: Agent: «Thank you for calling [Company Name]. I appreciate you taking the time to speak with us today.»
2. Summarize the Conversation: Agent: «To quickly recap, we discussed [customer’s concern/issue/question], and we’ve taken the following steps [mention any actions taken during the call].»
3. Provide a Resolution or Next Steps: Agent: «I’m glad we could address your concern today. As we discussed, we’ll be [providing a refund/sending a replacement/taking further actions] to resolve the matter. You can expect [timeframe] for the process to be completed.»
4. Offer Additional Assistance: Agent: «Is there anything else I can assist you with? Whether it’s another question or a different concern, I’m here to help.»
5. Express Willingness to Help in the Future: Agent: «Please don’t hesitate to reach out to us again if you have any further inquiries or need assistance. We value your business and are always ready to help.»
6. Thank the Customer and End the Call Politely: Agent: «Once again, thank you for choosing [Company Name]. Have a wonderful day!»