18 August 2015

The Beginner’s Call Tracking & Evaluation Dictionary


There are a lot of terms bandied about when you talk about call tracking and evaluation. It can get confusing—so many of them sound alike, and some of them even mean the same thing! Getting all these names plus other terminology straight takes experience and exposure… or you can just use this list!

We’ve defined several must-know terms associated with call tracking and evaluation that you can use to understand what people are actually saying about these phone-based solutions (and how they can help your business).

call calibration: a session between a third-party call tracking and evaluation partner (like Callcap) and the manager of a call center to discuss the specific details and goals of grading calls. It’s an important time set aside to discuss what is working and what is not working on a scorecard project. Call calibration sessions should occur frequently; here’s why.

call center: a building set up to handle a large volume of telephone calls, especially for taking orders and providing customer service. There are two general types: insourced and outsourced.

  • insourced call centers are better suited for companies that want close control over staffing, call management, and internal processes.

  • outsourced call centers are better suited for companies that do not want the control or processes associated with managing a call center.

See also: An Insider’s Guide To Choosing & Transitioning To A Call Center

call evaluation: a solution that gives you the ability to have every phone call evaluated by trained call analysts to determine if a phone lead converted to a sale, or if it was a solid lead that was blown. Callcap’s call evaluation solution is called Callsurance. With Callsurance, you can actually increase your revenue with the same number of calls you’re getting right now. Our ROI calculator lets you see what your number could look like—try it out now!

call measurement: also known as call tracking, is gathering metrics and analytics to report on trends in the marketing you’re investing in. The call measurement company you do business with should be an unbiased, neutral partner who can help you maximize your gain on advertising investments and discover your precise cost-per-lead by media, source, and campaign. Implementing call measurement is simple, cost-effective, and it works. Check out our Beginner’s Guide To Call Measurement to learn more about the benefits of call measurement.

call tracking analytics: the data your business gets as a result of measuring and recording your phone calls. Call tracking analytics benefits you by:

  • Saving you from wasting your hard-earned money on ineffective marketing campaigns.
  • Helping you increase your company’s profit in the short-term and over time.
  • Allowing you to track your marketing campaigns whether they’re offline or online.
  • Giving you proof that your ads were as enticing as you thought they were.
  • Ensuring you’re standing out from your competition.

call monitoring: typically, when a company chooses to listen in on (monitor) inbound calls on their own. You can also have a third party monitor your calls for you.

call recording: a phone recording that gives you a clear, accurate account of the customer conversation. It can be used to tell you:

  • Why your customers are calling.
  • What your customer service representatives are doing well and how they can improve.
  • Exactly what was said, so you can improve customer service without sacrificing compliance.

See also: What Is Call Recording & How Does It Work?

call routing: sending a call to the correct location. Advanced number routing lets you even route calls by zip code, area code, or time of day.

call tracking: see call measurement

campaign: a unique tracking number assigned to an individual advertisement. For instance, say someone has a number assigned to a billboard ad and a different number to a radio ad, those numbers are each separate campaigns. The campaign number is the most important tool in measuring the results of your marketing efforts; without it, you can’t automate your call tracking. Each running ad should have its own unique campaign number assigned. This will ultimately result in the call analytics being as organized and accurate as possible, while also providing the most information possible in regards to tracking individual campaign performance.

customer fulfillment: the final booking percentage after missed opportunity call back attempts

customer service representative (CSR): the person who handles incoming or outgoing calls for a business. This person is sometimes known as a call center agent, a call service representative, or a representative.

first call resolution: this metric reports the percentage of calls from your campaign that resulted in a positive outcome (see positive call). It will help you determine the conversion rate of those who become customers after their first response to your advertisement. This metric also helps you understand strengths and weaknesses in both your advertisements and call takers, and it will also provide the data necessary to make statistic-backed adjustments on both fronts.

front line: the first person who will answer questions, solve problems, and represent you and your business to your customers. Your front line is face of your company to the current or potential customer who is calling

negative call: a call that does not result in a booking, a sale, an appointment, or a next step. A negative call is a lost business opportunity.

neutral call: a call that was not intended for the business, i.e., spam calls, a wrong number, hang-ups.

PCI compliance: acquiescing to industry-specific privacy standards and government regulations. PCI requirements state that businesses can’t store or hang on to clients’ sensitive information, including credit card numbers. Callcap has two industry-leading products to help your business get and stay compliant:

  • #Protect removes information from calls with the touch of a button, and without stopping or interrupting the call itself.
  • Protect+ uses automated voice analysis to automatically review your business recording, directly looking for numbers that match the pattern of credit card information. It then erases that part of the recording, all without human interaction.

positive call: a call that results in a booking, a sale, an appointment, or a next step. Most often, a positive will result in a customer buying your product.

resolved call: Also known as a saved call, this is a call that is originally scored as a missed opportunity (negative call). A call becomes resolved after the potential customer has been called back by someone within your company. Any preexisting objections from the original call have been overcome, ultimately leading to the caller becoming a paying customer. Callcap will track callback attempts and conversions so you know how many calls you are saving by utilizing either the Resolution Center or Callsaver tool.

saved call: see resolved call

scorecard: a scorecard is a near real-time solution for delivering customer information after inquiry calls. Callcap’s scorecards allow clients to select what questions they want answered on each call by call analysts. When a call is not booked, a notification goes to a sales manager to quickly let them know who called, details on what the customer was looking for, and why an appointment was not booked. This provides a second chance to call the customer back and make the sale.

Did that clear things up?

Now that you know the important terms associated with call tracking and evaluation, you’ll be talking like a pro in no time. But there’s more to an industry than its terms. If you’re looking to learn more about how these tools can work for you, contact us with your questions! We’ll get back to you ASAP.

P.S. If we’re missing a term from our dictionary, tweet us—we’ll give you credit if we add it to the list!