At CallRail, we built a product that we also use. Not only do we know the ins and outs of our platform, we’re excited to continue expanding its capabilities.

Here are some of our favorite ways we use CallRail at CallRail.  

1) Call recording = Customer insights

Our Sales and Customer Support teams communicate with our customers a lot. Naturally, we care how those conversations are going.

Call recording is a feature used across the board at CallRail by essentially every department.

Sales and Support team managers listen to calls to boost customer satisfaction. Our Product and UX Design teams use it to pinpoint user frustrations, so we can keep improving our platform. And our Marketing team mines calls for SEO data. Hearing how customers phrase their pain points or refer to our features helps marketing find new keywords to bid on or better phrases to include in ad copy.

“The ability to listen to calls — both live or on a recording — is important for me, so I can coach reps on various selling techniques,” says Megan Imes, a Sales Manager at CallRail. “I can ensure we are offering a great customer experience as our first impression. And the fact that the call is being recorded helps calm our reps, so they can focus on the call at hand — and the person on the other line — instead of getting distracted frantically taking notes throughout the call.”

And Terrence Ford, a team lead over in support, says, “Our Support team interacts with hundreds of customers every day. Having the ability to record phone calls is super helpful when revisiting a customer’s issue later. Instead of relying on memory, guesswork, or (sometimes poorly) written notes, we’re able to hear exactly what took place on every call every time.”

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2) Automate lead qualification with robots

Okay, not robots exactly, but machine learning (which is close). We use our Conversation Intelligence features to automatically qualify leads without having to manually score each call. When searching through our Call Log, we can quickly filter calls based on what information we’re looking for instead of scrambling to listen to every call individually.

For example, I can view calls from the past month that have been scored as a Lead and tagged as Sales:

If I click on the timeline for one of those calls, I can see all of the Keywords Spotted, Call Highlights, and the full CallScore transcript of the call. Clicking on any of the keywords will jump me to the part of the conversation where that word was mentioned, saving me the time of listening to the entire recording for the information I want.

This makes it easy for our teams to quickly search for specific information in our Call Log and apply it to their work. A great example is how our UX Content Manager uses Keyword Spotting to strategize how we write support documentation.

Sales uses CallScore to quickly pick out which leads they want to focus on as a team based on high-quality conversations. They can also review calls marked as “not a lead” to better understand why they were considered poor leads and how their team could optimize a strategy for handling them in the future.

Our Product team uses Conversation Intelligence to help determine what tweaks and updates to make to the app.

“The product development team is constantly looking for ways to make CallRail easier and more intuitive to use for our customers,” says CallRail Chief Technology Officer Elliott Wood. “We use our own call intelligence to analyze phone calls, spot keywords, and highlight and tag calls based on topic. And, we can skim support calls, thanks to CallScribe! All of this allows us to quickly discover which parts of the application cause the most confusion for users, and work to refine the product accordingly.”

3) Route callers to the right place (and auto-tag calls)

Manually routing calls is a bit outdated.

We use a custom Call Flow Builder to automatically route calls based on our hours of operation and the appropriate team for a call.

CallRail’s main call flow sends callers through a Menu to select the Sales, Support, or Billing department, then immediately tags the call with that department name for reporting.

Billing gets two tags (“Support” and “Billing”) so we can keep track of billing-specific calls.

For Support, we use the Schedule feature to route calls to the Support team during our operating hours and to voicemail outside of those times, with the tag “After Hours” applied to the call.

Having these features to reliably route calls for us and automatically save the data associated with these calls keeps our teams organized and simplifies our reporting.

4) Optimize marketing strategies with data, data, and more data.

At CallRail, we value data. Seriously, don’t take away our data.

We use source tracking to see how specific ads or campaigns are performing in a side-by-side comparison. Here’s an example of some of our source comparisons from the past month:

We use keyword tracking (sometimes referred to as session-level tracking) through keyword pools that assign a different tracking number to each new visitor on our website.

With keyword-level tracking, I can see a full breakdown of the caller’s website activity before, during, and after the call, like this:

I can also pull Calls by Landing Page and Calls by Active Page reports to see what pages of our website customers see first and which ones cause them to pick up the phone.

Data gathered from both source-level and keyword-level tracking helps us know for sure which marketing efforts create conversions (and which ones don’t).

Our SEM manager, Zack Bedingfield, says these core call tracking features are still the most valuable for him, “Even with the fancy additional features I have access to – as a PPC marketer my main goal is still to drive conversions and revenue for our company. Without the basics: conversion tracking for calls, forms, purchases etc., I’m put at a serious disadvantage. Tracking calls generated by my campaigns is also becoming more important as mobile usage increases and is even more so for certain verticals where phone calls are the main goal of any paid advertising.”

5) Streamline our workflow with integrations

Integrations are the easiest way to utilize our call data from CallRail with other platforms and get EVEN MORE DATA.

Have you noticed we love data?!

  • We use our Google Analytics integration to analyze which pages of our website are performing.
  • We use our VWO integration for website testing, to see which test variations of pages on our website create the most call and text conversions.
  • We use our Google Ads (AdWords) integration to count calls as conversion and to manage our PPC spend.
  • We use webhooks to send voicemails to our support team’s ticket inbox so they can quickly see which customers need to be called back in a timely and orderly fashion.

As you can see, call tracking is an important tool for most businesses — including ours. What are some of your favorite ways to use call tracking?

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