Valuable customer data is essential for your business growth. Many companies today, large and small, are using business intelligence tools and software to better understand their customer’s wants and needs, in turn informing their product and marketing decisions.
More important than just collecting customer information, however, is how your business uses that data.
How to Use Customer Behavior Information To Grow Your Business
Information from tracking customer behaviors is your best source of data for building customer profiles and analysis – essentially creating a blueprint of your customer segments. Your business can then use those profiles when building new products or running promotions.
According to Clint Fontanella at HubSpot, “A customer behavior analysis provides insights into the different variables that influence an audience. It gives you an idea of the motives, priorities, and decision-making methods being considered during the customer’s journey.”
As Fontanella explains, there are four key reasons to analyze customer behavior:
- So you can personalize content for each type of customer
- So you can measure a customer’s value
- So you can optimize marketing around the content customers most react to
- So you can increase customer retention
The crucial follow up to creating those profiles, according to Daniel Newman writing for Forbes, is understanding customer segments to help your bottom line. “Some are small spenders. Some are high-value targets. Understanding where and how your market segments out will be crucial to ensuring profitability in the coming year.”
So once your business has collected all your data with call tracking software and filtered out the pieces relevant to your needs, what are the next steps?
First, brainstorm your customer profiles. Fill in the information as you go using data from your call tracking and other business intelligence tools that you have. Answer questions like on average, how much do these types of customers call? Why do they call? What’s their general attitude? Are they repeat customers? What search terms do they use to find you? What ads do they respond to? The more detailed you can be, the more helpful your profiles.
Second, use that information to inform your advertising decisions. If you have a promotion targeted to returning customers, for example, and you can see that repeat sales come from a specific landing page more than others, or social ads retarget your customers better, you know where to place your ads and banners. Using your profiles and tracking data focuses your business efforts and expenses on the most profitable options.
Third, continue to gather data, analyze it, and adjust as needed! Every call and interaction with a customer gives you more data points to analyze and improve your customer profiles and marketing analysis. Don’t be afraid to increase or decrease ad spend and test out new types of campaigns to see which ones resonate best with your specific customers.
What Data Can You Collect with Call Tracking Software?
Call tracking software is an extremely valuable business tool – but it’s only as valuable as you make it. How can you be sure you’re gathering the right data for your business and using it to the fullest extent possible?
Call tracking software can tie into important customer information to answer questions like:
- Is this a new lead, or an existing customer?
- What have they ordered in the past?
- Which departments have their calls been routed to in the past?
Business software can also provide marketing attribution and campaign reporting information:
- Campaign, ad & platform sources to accurately attribute calls or sales using DNI tracking numbers
- Dynamic & customizable tags to see which landing pages are the most popular or highest converting
- Segment out all organic, referral, and social campaign traffic to measure the value of each channel’s leads
- Track conversion goals within Google Analytics, Ads, BingAds, paid social and more
Last but not least, call tracking software provides important caller information and routing details, including:
- Caller’s phone number
- Caller’s name
- Caller’s location
- How their call was routed
- Time of day & duration of the call
- And much, much more
One key requirement to keep in mind when collecting data, Newman cautions, is privacy and security. AI tools can help businesses reduce risks and comply with security requirements by analyzing customer data and removing private information you don’t need.
Because many businesses take orders over the phone or discuss personal information, RingSquared already builds in PII Redaction into our analytics tools.
How Can CallView360 Call Tracking Help You?
CallView360® call tracking software collects hundreds of data points for every call or text customers make to your business. But calls you track with CallView360 aren’t the only place you collect customer data, which is why integration services help you pull all that information into one spot. By centralizing data you can more quickly spot patterns, compare data points, and run those important reports.
Ready to improve customer service, increase retention, and grow revenue with the help of call tracking software and customer behavior analytics? Let us show you how!