We’ve all heard of the Discovery Channel show MythBusters, right? In the show, Jamie, Adam and the rest of their crew put age-old myths to the test and either confirm or deny (bust) them.
Unfortunately, they haven’t ever done a call tracking segment, so I decided to write this post instead. Just because I don’t have their help doesn’t mean I’m going to let these myths go untested! Buckle up as I bust three of the most common call tracking myths.
It’s Not Worth It
On behalf of call tracking providers everywhere, ouch. But businesses already tracking their calls will tell you that these services are worth it. Between pay-per-click (PPC) call tracking and call recording alone, the benefits of call tracking far outweigh the costs.
More and more consumers are finding and calling businesses from their cellphones while they’re on the go. PPC call tracking automatically assigns a unique toll-free number to site visitors, so when they call you, you know what keyword sent them.
After the call connects, call recording helps you figure out what’s happening during the phone conversation to see if the ads are bringing in qualified customers. You can also make sure employees are providing good customer service and taking advantage of sales opportunities. With this information, you can calculate campaign ROI and decide which ones to ditch and which ones to continue investing in.
It’s Too Much Like a Spy Tool
I can understand why you’d think of call tracking as spying. It sounds like someone is GPS tracking you and recording all your calls. But that’s only half right — there’s no location tracking involved.
Call tracking providers offer call recording services simply to allow you to evaluate your ad performance and customer service (see above). When you listen to reps’ calls, you can easily determine if the customer service they’re providing is up to your standards. These days, without tip-top customer service, a business can go down the drain pretty quickly.
It’s a Burden
Call tracking? A burden? Neverrrr! You might think a call tracking service is an unnecessary business luxury that will only become another task on your list of things to do. In some sense, that’s right: You will have to keep up with it. But some call tracking providers make it easy.
With the right call tracking provider, you can use a single call management tool to view campaign activity, run reports, listen to call recordings and review agent performance. Rather than having to open a different application or interface for each of these actions, you can do it all in one place.
There you have it, folks. The myths of call tracking have been busted. Let me know if I missed any others so I can put them to the MythBusters test!