As listed in How do I improve the performance of my branded calling programs?, some basic steps include
- Follow Calling Best Practices
- Use A Wholistic Communication Strategy (Diversify)
- Use Different Display Names and Calling Numbers for each Call Purpose (Organize)
- Match Your Calling Programs to Your Audience (Customize)
- Test and Track
Advanced Analytics gives you some additional tools you can use to capitalize on your branded calling. Go beyond improvement and elevate your branded calling program success, by analyzing and refining your call experience.
Overall Program Success
When using INFORM reporting, most of the metrics revolve around an individual call. Advanced analytics allows you to start viewing your data from the program level and focusing on your overall goals.
While answer rate is the total percent answered, contact rate is the percent of unique dialed numbers where at least one call was answered. Answer rate shows how well your calls are doing, but contact rate answers the question “what percent of numbers on my list answered at least one call?”
Engagement rate gives the percent of your calls where a number answered and talked for at least one minute, success rate shows the percent of unique called numbers where a number answered and talked for at least one minute.
Using contact rate and success rate, you can easily understand how well you are reaching your target audience and moving through your contact lists. If one of them begins to lag, you know where you can make improvements to the process.
Call Success
Only you can define what success means for each of your calling programs, but Advanced Analytics helps you see that in your reports.
What is your optimal calling time for each program?
If you are just delivering an automated delivery notification that might be 30 seconds, if you are getting additional information about an upcoming appointment that might be 60 seconds, but if you are selling them a new home policy that might be 2 minutes or more. With Advanced Analytics you can set your own Successful Call Duration, and it will apply those numbers to engagement rate and success rate metrics and stats, letting you see how well your programs are doing as you go along.
Program Efficiency
Along with contact rate and engagement rate, Advanced Analytics includes calls per individual, which tells you the average of times you’ve called each unique number in that program. When calls per individual starts going down, people are picking up faster once they know it’s you.
Compare to Improve
Advanced analytics includes Program Comparison and Business Unit Comparison, which allow you to test programs against each other. Whether you are testing out new lists, new calling messages, new display names or something else, Advanced Analytics allows you to more easily measure things side by side.
While these are a few strategies our customers use, each of these metrics and tools are additional insights to help you optimize and grow your branded calling initiatives.