Many marketers are overlooking a critical area of insights –customer conversations. Think about what you could learn from listening to phone conversations between your customers or prospects and your sales reps –common questions, objections, preferences, product interest, reasons for abandonment…the list goes on.

But who has time to listen to enough phone calls to pull out these types of big-picture trends? No one. That’s where conversation intelligence comes in.

Conversation intelligence (or voice analytics technology) scans each customer phone call for important keywords and phrases. It then reports on which keywords were said on the call so you can easily spot patterns and capture key insights without having to listen to each and every call recording.

With call intelligence, you can mine data from real customer conversations to inform decisions and optimizations across the entire customer journey. Here are six ways you can take advantage of customer conversations.

1. Optimize Marketing Spend

It’s important to know when customers engage online and then pick up the phone. It is also just as important to know what’s happening during those phone calls. Did the call result in a purchase? A follow-up call? Was it just a customer-service inquiry? Did the conversation end in a missed opportunity?

Having the answers to these questions will help you understand which marketing programs are leading to calls that convert into revenue. This way you know where to invest your marketing dollars that won’t just drive more calls, but the right kind of calls.

2. Fine-Tune Your Messaging

You can use conversation intelligence to see if your ad, landing page copy, and overall messaging resonates with your audience. Check which products or promotions callers are mentioning on the phone, and make sure your messaging aligns with your their goals and pain points.

For example, if customers keep bringing up a specific product, you know it’s time to highlight it on your website. If they keep bringing up the same competitor, you may need to find new ways of differentiating yourself from the competition.

On the other hand, if you discover a specific landing page is driving low-quality callers who don’t really understand your offer, you know you need to make your content more clear.

3. Create Better Buyer Personas

You want to get in the minds of your customers, but relying on online form data or digital history is not enough. Use conversation intelligence to understand the language your key buyer personas use, what products they are interested in, their common pain points, and which marketing campaigns they respond to. All these insights will bring life to your buyer personas so your sales and marketing teams know exactly who they are talking to.

4. Test Sales Scripts

Marketers are always updating their content and conducting A/B tests to figure out what works best. You can use conversation intelligence to do the same thing with your sales scripts. Test two sales scripts and see which one results in more sales.

5. Find New Search Keywords

You are probably running PPC ads using hundreds, maybe even thousands, of PPC keywords. How many of those keywords really strike a chord with your audience? By tracking frequently used words that relate to your product or service during customer conversations you can identify keywords that connect with your customers. You can then create entire PPC campaigns based on proven buyer pain points and eliminate the guessing game.

6. Weed Out Junk Calls

Some of your calls are going to be junk, and it’s important that when you look at your reports you know which calls were legitimate leads and which would have been best left unanswered. With conversation intelligence it’s easy.

For example at Invoca we get the occasional call from someone who has questions about a TV remote because we share a name with voice-activated remote control. Knowing this, we set our call intelligence to scan for words like “remote control” so our reports clearly differentiate between quality prospects and people who are desperately trying to change the TV channel. Our performance data would be completely skewed if we were counting these remote control calls as successful interactions.

It’s crazy what you can learn by actually listening in on a phone conversation. It’s even crazier what you can learn when marketing technology does all the listening and reporting for you. If you want to know more about call intelligence, request a demo today!

Lauren Ishimaru

Posted by Lauren Ishimaru

Lauren has a background in marketing communications, cloud technology, and B2B marketing. She began her career as a project manager turned product marketer, specializing in performance marketing and bid management software. Lauren earned a B.A. in Mass Communications and Environmental Studies at University of California, Los Angeles. She is currently training for her first Ironman triathlon. If she’s not swimming, biking, or running on the beach, you can find her on the many Santa Barbara hiking trails or on her yoga mat.