First make sure you understand how to measure the impact of branded calling. How do I measure the impact of branded calling?, which will help you understand how your programs are going before you start making changes.
With that in mind, follow some simple steps to help refine your programs and improve your overall success.
Calling Best Practices
Follow Best Practices to avoid spam-tagging and help protect your phone number’s reputation. While following best practices can lower your chances of having your calls tagged on networks, these are also best practices because they are good for customers. Be proactive in having healthy outbound calling habits to make sure as many people engage with you as possible.
Use A Wholistic Communication Strategy (Organize)
Branded calling is just one channel, and different individuals prefer different communication channels; branded calling is perfectly suited to be part of a full communications suite including email and text. If you can inform call recipients you will be calling them, their expectation of your call drastically increases their chances of answering and engaging with your calls.
Example: If you purchase an appliance from a retailer and they tell you they will call you a couple days before the delivery to confirm, you will know to expect the call and happily take that call (if able) when you see it.
Use Different Display Names and Calling Numbers for each Call Purpose (Diversify)
Include a brief call reason in your display name so people recognize your call but also know why you are calling. When possible, use different calling programs (including numbers and display names) for different call purposes to help you differentiate success between the programs and help your users know exactly why you are calling when you call.
Example: You are more likely to pick up a call if your bank’s Fraud Department is calling than if your local branch is calling.
Also, since branding calling persists in the call logs of most devices, remember that missed calls still might be opportunities for branding, so call with numbers customers can call back and make sure the people on those lines know about your calling programs. Call-backs are an excellent benefit of branded calling.
Match Your Calling Programs to Your Audience (Segment)
Be mindful of calling times, frequency, and total number of calls placed to recipients. Be intentional about when you call people, how often you call, and how many times you call each unique individual. Place a phone call people want to pick up, and if not, place a call they want to call back.
Example: If I filled out a website to get a quote on the car I want and they told me to expect the call, then I’m in a meeting when they call well, I’m not going to disrupt a meeting for a car quote, but I certainly will call you back after my meeting is over.
Test and Track (Measure)
Consider testing similar programs with different branding to see what works best. When you first set up your calls, experiment and see what works and what doesn’t.
If you are doing all of these things and want to elevate your insights, check out Advanced Analytics, which offers functions that allow you to easily compare programs and business units along with additional metrics.