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.

Also see:

• Case study 1 -Call statistics - Effective Marketing
• Case study 2 - Itemised Call Statistics - Quality Management
• Case Study 3- Call Recording + Call Statistics -Effective Management
• Case Study 4 - Call Recording - Market Research and Staff Training
• Case Study 5 - Area Routing - Reduce Marketing Costs
• Case Study 6 - Area Routing - Enhanced Customer Service
• Case Study 7 - Alternative Routing Plan - Disaster Recovery
• Case Study 8 - Percentage Routing - Disaster Recovery
• Case Study 9 - Ratio routing - Reduce Marketing Costs
• Case Study 10 - Call Whisper - Effective Marketing + Customer Service
• Case Study 11 - Call Recording - Marketing Assessment
• Case Study 12 - Call Options - Effective Call Handling
• Case Study 13 - Voice to email -Improved Call Handling and Customer Service