Why Call Tracking Makes Sense

I often hear small business owners ask, "How can I best use call tracking?" and "How will it help my business?" One key benefit of call tracking is that it maximizes your prospecting efforts. Call tracking—the use of a separate telephone number that call-forwards to a company’s main number—captures each and every call made to the measured business line. Most important, the system captures those calls that may have been missed, particularly those coming in after business hours and from callers who hung up before someone was able to answer. Small businesses can close more new business deals by more effectively handling missed calls. From an operational perspective, call tracking allows a business to better gauge its peak calling times to improve staffing as well as determine if an after-hours answering service makes sense due to a high volume of missed calls before or after opening hours. By analyzing call logs, businesses can also begin to examine where calls are coming from to determine potential areas for expansion or ideal areas for targeted promotions.

One new feature offered by call tracking services is call recording, which allows companies to maintain call records for customer service resolution and for internal training. Another new feature is the identification of callers who are on the National Do Not Call List, so businesses can develop strategies on how best to recontact these customers. Call tracking services are offered by most Yellow Pages companies when purchased with one of their print or online advertising products. Many online companies now offer call tracking as part of their service as well. These services are often offered at no additional cost for the first year, making it an easy decision to try them out. As the economy continues to tighten, it is more important than ever to be sure you are maximizing your marketing investment and effectively capturing leads that turn into purchases. Michael Taylor Senior analyst The Kelsey Group Princeton, N.J.