phone callIf your business drives a lot of phone leads, it’s likely you’ve wondered what exactly happens on the calls and how it impacts your business. The more inbound calls you get, the more opportunity you have to drive sales and revenue, and the more valuable these calls become. But what happens when they don’t convert, and you have no insight into why? How do you know if your customers are happy? Do you know how the successful conversions happen? What words and phrases are being used that signify a quality conversation?

While you may know what source drove the call, how long the conversation lasted, or even the caller’s location, that can only help you so much. True insight into the conversations agents are having – including the very voice of your customers – is vital to optimizing call conversions. Below are a few ways including the voice of your customers in your call analytics helps your business.

Prove Your Marketing Drives Quality Conversions

69% of employees interact with customers over the phone (Forrester). That means voice is inherently important to the majority of businesses. Imagine your CMO or client comes to you and requests information on sales calls from the past month. Instead of only sharing details on how long the call lasted, date and time, and caller location, imagine wowing them with the ability to dive deeper into transcriptions and audio recordings of these conversations.

Keyword spotting technology records, transcribes, and stores actual conversations from the calls your marketing generates – while also capturing all those other details. The ability to search through your calls by variables such as date, geography, keywords, or marketing source helps you narrow down which ones are successfully driving quality conversations for your business. Or, if you’re an agency, you have hard and fast proof for your clients that the calls you send them are high quality. Of course, it helps to first determine what successful ROI means to your business or clients before you start using keyword spotting.

Understand How Your Calls Are Converting

62% of people feel it is extremely/very important to be able to call a business during the purchase phase of the buyer’s journey (Google). That means it’s more important than ever to understand how your agents are interacting with callers, and how these conversations drive conversions.

While the best way to determine the quality of your calls is to listen to them, it really isn’t practical for most marketers and agencies – no one has that kind of time. Think about key words and phrases that indicate a quality conversation for your business and use keyword spotting to find and listen to them for you. It can then take you directly to the portions of the conversation between your callers and agents where these words appear, giving you insight into how these calls are converting to purchases, orders, appointments, and the like. (Again, first establish what a meaningful conversion is for your business.)

Identify Keywords to Optimize Search

70% of mobile searchers have clicked the “call” button in search results (Google). Why should you care? It might be because mobile search is going to drive 75 billion calls to businesses by 2018, according to research firm BIA/Kelsey. And that means it’s growing more imperative for your business to have insight into the conversations mobile search generates for your business or clients.

Keyword spotting is a great way for marketers and agencies to search through conversations for keywords and phrases to determine frequency and impact. This information can then be used to help plan and optimize paid search strategy. Are you seeing a higher frequency of the word “appointment” versus “meeting”? Or “price” versus “cost”? And then, which of those calls convert more frequently? Shifting some of your marketing investment in paid search based on these insights will help drive more of those valuable calls and, ultimately, call conversions.