11 - Call Recording - Marketing Assessment

The Land Agent also needed to assess the effectiveness of their marketing campaigns at a more granular level, understanding not just the originating publication, but the quality of individual calls.

In this business area many calls are of little value, a large proportion are general enquiries that do not result in a lead. Standard measures such as total number of calls, or even call length do not provide an accurate insight into the overall effectiveness of the marketing activity. The sales cycle is also lengthy, a sale resulting from a campaign lead can often take up to 6 months to complete.

Campaign measurement was significantly improved by the addition of Call Recording to the incoming 0800 numbers. Calls were emailed to the Sales and Marketing Managers. This enabled them to assess the volumes and types of calls they were receiving, and to drill down to individual call level to understand the overall quality of response.

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