03 April 2015

Call Measurement Goal Setting 101

My very favorite chocolate chip cookie recipe—a recipe that’s won county fair competitions and the hearts (and stomachs) of hundreds—is from a handwritten notecard from my grandmother. Each ingredient and step is listed in her round, heavy penmanship—except for one. At the very bottom of the card, there’s a line that says “SECRET INGREDIENT: Ask Grandma.”

It’s one that you don’t forget once you’ve asked her, and she swears it’s the difference between any old cookie and the gold standard of cookies. I agree—I’ll never go back to making cookies without using the secret ingredient… but I can’t tell you what it is.

For businesses looking for success by using call evaluation to measure their marketing, there’s a secret ingredient, too. It’s called goal setting, and it is the difference between “ho-hum” performance and feedback you can use to make your reputation second-to-none.

What It Is

Call measurement goal setting is using the data you currently have and the data you will receive through your call measurement efforts to benchmark where you’ve been, plan where you want to be, and execute on strategy to help you get there.

Your call measurement data is important because the metrics provide an unbiased look at your business’s performance on sales made over the phone and phone-based customer service. Once you’ve started gathering this data, it only makes sense to use it in ways that can improve your company.

How To Set Call Measurement Goals

  1. Make sure you’re measuring every call that comes in to your business. You can learn more about the ways call measurement can benefit your company in our white paper, 7 Reasons Marketers Need To Implement Call Tracking Today.
  2. Choose to partner with an expert in call monitoring and tracking. The company you use should be able to give you proof of how their call measurement tools have provided tangible benefits to their customers. Just ask!
  3. Know your data. Once you’ve started tracking and monitoring your calls, make sure you are reviewing the data so you can identify trends, you see what is and isn’t working in your advertising, and you have an idea of what you might need to do to change the less-favorable data.
  4. Frame your goals. One of the benefits of Callcap’s call measurement services is that we work like your consultants to customize a plan of action that best suits your business’s goals for growth. One of the ways we do that is by making sure our partners are setting themselves up for success by being prepared to do the work that may need to be done on their end before and during call measurement. (There’s no after, as you may expect, because you’ll ideally never stop tracking your calls, making progress, and setting new goals.)

    Here are some strategies for your goal setting adapted from “The Wall Street Journal Guide to Management” by Alan Murray:

    • Goals must align with the organization’s mission and strategy.
    • They must be clear and easy to understand.
    • They must be accepted and recognized as important by everyone who will have to implement them.
    • Progress toward goals must be measurable.
    • Goals must be framed in time, with clear beginning and ending points.
    • They should be supported by rewards.
    • They should be challenging, but achievable.

    Once you’ve set your goals internally, you’ll want to discuss these with your call measurement company to finalize them—make sure you’ve got the infrastructure and tools you need in place to successfully reach these goals.

  5. Don’t set goals alone. This is important! Once you’ve started gathering and reviewing your data, don’t try to set your goals alone. Whether you love the results you’re seeing or you’re disgusted by them, chances are you may need a little guidance to help you set goals to make improvements. This is why the business partnership you have with your call measurement company is so vital—if you choose a good partner, that company will be able to sit down alongside you and help you set goals that are challenging, yet attainable. In our article How To Fall In Love With Your Call Measurement Company, we talk about some of the responsibilities both parties have in ensuring a successful call measurement relationship, and it’s important to underscore that it really is a partnership. You should feel like your call measurement company is on your team—ready to answer your questions and help guide you through the whole process, including goal setting.

  6. Revisit your goals frequently, and adjust them as necessary. A good goal doesn’t always stay around for a long time. You’ll be able to work with your call measurement company on this, too, so you can meet short-term goals successfully and chip away at your long-term goals, too. You may find that your call measurement goal setting sessions change a lot each time you revisit them—and that’s OK!

Call measurement goal setting helps you set—and more importantly, reach—goals that you can use to prepare for the best possible outcomes. The data collected and the goals you create work harmoniously together, both immediately and when leveraged in the long-term to make real, critical business decisions.

It really is a secret ingredient that, when used correctly, is key to your company’s sweet success!