Thanks to all of our amazing customers, sponsors, and partners, it was another breakout year at Invoca Summit. The energy was higher than ever and we saw a whole new level of sophistication demonstrated by Invoca customers. But what was Invoca Summit all about? As Daymond John said in his keynote, “as we get more technical in the world, human interaction is more and more important,” and that means it’s more important than ever to listen to what your customers are saying. When you can engage in meaningful conversations with your customers, you can also derive valuable first-party data from those conversations that will take your marketing — and revenue — to the next level.

When we’re talking about creating meaningful conversations between people, we’re not just talking about conversations with customers. From working more closely with the contact center to bridging the gap between marketing and sales, the insights Invoca customers are getting from using the platform are enabling them to make new connections and break down silos within their organizations to help them fundamentally change how they interact with their customers. 

And, of course, we kept hearing about how Santa Barbara is the most beautiful place to hold a marketing conference. A big shout out goes to the weather here this week!

Here are some of the key takeaways and important moments from Invoca Summit 2019. 

Invoca Customers are Barrier-Busting Marketers

At this year’s Call Intelligence Awards we recognized customers who are pushing the boundaries of how they use Invoca to deliver business impact that’s truly above and beyond and kicks the status quo to the curb. All of our nominees and winners have an incredibly innovative spirit, endless curiosity, and bold vision that has allowed them to raise the bar and deliver more personal, more valuable experiences for their customers.

Check out what the nominees and winners had to say about the awards in this video and check out the winners below!

Driving Fundamental Changes in Marketing 

We’re seeing more and more often how Invoca can help drive organizational change and transform the direction of marketing. This is because while there’s always going to be a lot of focus on digital, the customer journey does not always end online. Marketers are realizing the need to establish a data connection between online and offline worlds as well as the importance of unifying all the different departments that end up touching customers along the way.

One key takeaway from Summit is that the human element provides emotional support and builds confidence in your brand, but providing a great blended-channel customer experience can be challenging. Rocket Mortgage is a great example of how to blend these experiences. It was developed with the intention of taking the long and painful mortgage application process and turning it into a digital experience that can be accomplished on your phone in a matter of minutes. While they changed the process, buying a home and getting a mortgage is still a really stressful process. They realized that there needed to be a person available at every point to answer questions to put customers at ease. The problem arises when you need to connect the data when blending an online-offline customer experience like this.

The challenge is, when you spend money on digital but you make money through human interaction, these worlds need to be connected. To justify spending more money on this, you need to be able to make and prove the value of that connection. With insights that you can gather using Invoca, you can help you drive organizational change by learning everything about how customers buy from your company.

Navistar provided a great example of how this can work in a business that had a more traditional, brand-building focused approach to marketing. Navistar sells heavy-duty trucks, engines, and equipment through multiple lines of business with very different personas who are trying to purchase from them. It does this through 900 independent dealers and multiple marketing teams within the organization. They assumed their typical customer journey was mostly offline — customers who call and go into a dealership to buy a new big rig.

But it turns out that 90% of customers were actually already online, but they had no visibility into what was happening with them at the dealer level. “Customers are going to call when they buy something like this,” said Roz-Linn Finn, Senior Digital Marketing Strategist at Navistar. Marketing’s relationship with the dealers is critical, but they were under no obligation to gather or share data with marketing. When they started using Invoca, they discovered the disconnect between marketing and the dealer network was causing a poor customer experience and long hold times on the phone.

By connecting the dots with new attribution data from Invoca, they completely changed how they were doing their marketing by breaking down silos between dealers and marketing. Using Invoca’s multi-location functionality, they were able to track activity within the dealer network and establish a Diamond Dealer incentive program that greatly improved the customer experience. And by gaining this attribution, they can confidently optimize marketing and were able to justify increasing their marketing spend 300% year-over-year. “We changed our organization and the way that we work,” said Finn. “We had a martech stack that was like a Ferrari, but it was missing something. Now, Invoca is the gas.”

What it boils down to is that using data isn’t just about creating better marketing and advertising, but to fundamentally change how your company and your brand interact with all the people that can ultimately become your customers.

Listen and Learn from Your Customers

There is no better way to learn more about how your customers buy is to listen to what they’re saying. With the launch of Signal Discovery, marketers can quickly gain new insights from tens of thousands of conversations and take action on them in real time. This is already showing our beta users that there is far more to their calls than a “good call” or a “bad call” and the insights they can gain from calls are more nuanced than whether or not a sale happened. This call data is a fertile space for understanding your customers and the buying experience. Our study showed that 92% of marketers who use a call tracking platform spend time listening to call recordings. Why? Because conversations are important! Customers are literally reaching out to you and TELLING you why they’re calling, what they want, and what questions they have. 

In the end, it’s all about doing everything you can to discover more about your customers every day. Listening to what your customers have to say is vital to putting them at the center of everything you do, creating better experiences, and driving more revenue. We hope to see you at Invoca Summit 2020!

Owen Ray

Posted by Owen Ray

Owen Ray is the Senior Content Marketing Manager at Invoca. Prior to that, he worked with SaaS companies like Aria Systems, Glassdoor, and Mindjet. Owen sharpened his writing tools at San Francisco State University and Bay Area newspapers before working his way into the Silicon Valley creative services set. He hails from Santa Rosa, California and definitely does not leave work early on Wednesdays to go drag racing at Sonoma Raceway.

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