You’ve probably noticed that marketers like to throw around the term “customer journey” a lot. Probably too often, honestly. It’s basically a catchy way of saying that consumers are influenced by lots of different messages on a variety of channels as they consider making a purchase. And it’s our job as marketers not only to influence them along this path, but to make sure that their journey is as logical and friction-free as possible.

If you work in a considered purchase industry like financial services, insurance, telco, or home services, you’re probably familiar with why customers pick up the phone during the purchase process. It’s often because human interaction makes people feel more comfortable when the stakes are high (high price, complex order, configuration needed, etc.) In fact, our research found that 65 percent of consumers were more likely to take out a loan from a bank they spoke with during the buying process, and this increased to 73 percent when the loan amount was $100k or more.

This is all well and good for consumers, but for marketers, it can pose a huge challenge. When a consumer abandons web browsing and picks up the phone, all of the valuable data you’ve been collecting about that consumer’s behavior becomes useless. For example, if they call, but don’t make a purchase, you have no way of knowing what the best next interaction should be. Should you email them a promotional offer? Retarget them with a product-specific message? Suppress display ads for the service they just purchased? Marketers are in the dark without a call tracking and analytics platform like Invoca.

Whether or not someone purchased, there’s a huge opportunity to connect that offline action to the rest of digital customer journey. Here are three ways that call tracking can be used to enhance the journey after the call.

Ad Suppression

Marketers have historically been forced to use assumptions to inform the next best action in the customer journey after a customer calls, such as a display ad for complimentary service, or an email with relevant product information. Of course, guessing isn’t very accurate and marketers often end up showing display ads to the wrong audience. How many times have you seen an ad for something you just bought? It’s not only annoying for customers (especially if the ad includes a discount for something they already bought), but retargeting people who already made a purchase costs you money and nets no conversions. Invoca’s Signal AI solution can be used to automate ad suppression for every customer, improving the experience for the customer and saving you money because you’re not paying for their eyeballs after they buy.

Retargeting

In a similar vein to ad suppression, Invoca lets you retarget people who called, but didn’t end up purchasing. Instead of letting them fall into the abyss after placing a call, marketers can pick up the digital journey where it left off. For example, if a caller expressed interest in a particular product line, they could be retargeted with display ads featuring promotional pricing for that product. With Invoca, marketers can also create lookalike audiences using offline conversion data to expand their reach of potential customers through native integrations with Facebook and Adobe Experience Cloud. Invoca data can also be pushed into content management tools like Adobe Target to personalize content for each subsequent consumer visit based on call conversations.

Nurture and Upsell

Renewals, upsells, and cross-sells are important parts of customer retention. It’s important to really know your customer to effectively grow the relationship and increase business. For example, with Invoca’s integration with Salesforce Marketing Cloud, you can automatically trigger a nurture email campaign after a purchase is completed over the phone in order to stay in touch with your customers.

You know that the customer journey doesn’t end at the phone call, so it’s important that your marketing intelligence doesn’t end there either. If you’re a marketer in a business that depends of phone calls to complete sales, you can benefit from a call tracking and analytics solution that completes the dataset that you depend on to make smarter marketing decisions.

 

 

Laura Schierberl

Posted by Laura Schierberl

Laura Schierberl is director of content marketing and communications at Invoca. Prior to that she held positions at Oracle, Responsys and Hill & Knowlton where she honed her skills in all things PR, content and social media. Laura earned a B.A. in Spanish and Communications at Wake Forest University. Fun facts: she loves crime TV shows and her labrador has dabbled in modeling.

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