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Call Insight = Business Success

February 12, 2018
Nicola Amis

For many organisations, the data collated from marketing activities, staff insight and client feedback, helps to support and grow their business. However, one area often overlooked is the use of call data to truly understand client behaviours and the target audience. If you could identify the trends in peak times for customer service calls, sales trends in line with marketing campaigns and the areas across the UK where calls arrive from; wouldn’t that also help you to improve spend, better allocate staff resource and plan a future growth strategy?

7 in 10 businesses in the UK now use web analytics to manage their digital activity; controlling and reviewing day to day traffic to their website and their audience trends. From a telephony point of view, over 95% of telecoms spend is allocated to hardware, system infrastructure and staff call handling but, how do some of the leading SME’s and top tier organisations make the most of call analytics to gain sales insight and strengthen their reporting and growth?


We have outlined some of the unique cases that show their challenges and how having further insight with Call Analytics helped to build successful sales, support and customer service teams.

Call Analytics provides an instant desktop and wallboard view of incoming calls

A leading logistics organisation won a new contract to handle stock for a major retailer. Their teams were busy handling calls, controlling vehicles and meeting deadlines. Their existing phone system did not offer any call data and could not be easily replaced/upgraded for their active team of 50+ staff. So how did they gain understanding of the potential weak points in their existing setup and how to manage staff levels to answer calls around the clock once the new contract had begun?

By using one main virtual number for the planning team with Call Analytics, provided an instant desktop and wallboard view of their calls. This included a tally of incoming calls, missed calls, number of simultaneous calls, heat maps for counties and branch depots, keypad options selected by the caller, and a range of reports to help manage staff and the new contract calls. The insight provided the perfect foundations to evolve the support teams and handle stock in the most efficient way possible.

Gain a true understanding of the spend required to further promote you business

A UK wide property developer required a top-line overview of their incoming call data to all of their sites and wanted private, individual accounts for the sales/marketing teams at each development. The goal was to understand which sites required additional marketing spend from the point of launch using sales enquiry calls to compare data on a site-by-site basis.

Using a range of virtual numbers that were allocated for each of the 520 area codes across the UK, the main office marketing team were then able to monitor calls to each of the sites and the on-site team could then report back based on show home views and tangible sales. This gave head office a true understanding of the spend required to further promote each development site and set a benchmark for high and low performing sites.


Call Analytics allows the management team complete insight to incoming calls

A leading call centre is often used to support the overflow of high volume calls for ticket sale hotlines. However, occasionally, their own call centre staff were unable to answer all incoming calls and needed a similar backup overflow team. When their own call queues exceed expected durations or the ratio of calls outnumbered their staff by 2 to 1; they have a team of home workers that can log in and make themselves available to answer calls. But how do they identify when to call on these home workers and how do they know if they are handling the calls in a similar fashion to their team of desk based workers?

The insight from their Call Analytics allows the management team to identify call trends over a period of days, weeks and months. Using the popularity of an event or act, the data can be reviewed and help present a proposal for when additional staff are required and when the setup of call queues are needed. Each of the agents that worked from home were reported on individually to measure call wait times and call durations for complete data analysis and consistency.


Hopefully these cases are food for thought. If you feel that further Call Insight could support your business success then please do contact our team on 0800 774 7772 to discuss your challenges.