The Impact of VoIP Data in the Age of BI

Sep 14, 2018

Nicole Hitner

An increasing number of CRM and customer service applications are integrating with VoIP for improved call efficiency, but those without reporting capabilities are leaving a lot of value on the table. Reuben Yonatan of GetVoIP explains what companies stand to gain from analyzing their call data.


Cloud communication software turns traditional phone systems into much more powerful tools by offering tons of features that make every call more meaningful. With cloud-based VoIP phone systems, for example, businesses can collect data from leads, opportunities, and customers that will help agents deliver a positive experience without lifting a finger.

VoIP data is particularly effective at improving call efficiency and productivity when stored alongside CRM data. Here, we’re going to break down how data and analytics affect the cloud communication sector.

What Data is Being Collected?

The features that come with cloud-communication tools typically influence  what data the software can collect. Cloud-based VoIP (Voice over Internet Protocol) is essentially phone conversation over the internet (think Skype). Because it’s connected through the internet, VoIP can store contact info, call recordings, names, call duration, call dates, missed/answered calls, voicemails, and call type.

All of this data is then collected into a report or call log so a users can analyze and leverage it to their business’s advantage. This context can also give excellent insight into what kind of conversations people are having with your business. For example, if a customer has already been on the phone with an agent and a problem was left unresolved, call routing can direct the customer back to that same agent, and the agent can look at notes beforehand to learn more about how he/she might improve the experience.

Who’s Using This Data?

Businesses that rely on phone conversations to interact with their clients and customers will utilize VoIP information best. Contact centers, sales, customer support, and marketing agents as well as managers in each of those departments would all benefit from the additional data. Contact centers want to optimize their communication strategies with customers, and cloud-based communication software allows the entire team to hone in on leads and customers that need the most attention via net promoter scoring while siphoning out those who aren’t interested via blacklisting features.

Sales teams use call history, call recording, and notes to determine which agent should speak to which lead, thanks to call routing. The easier it is to figure out which agent needs to speak with a lead, the easier it will be for the business to offer a personalized experience that ultimately speeds up the buyer’s journey.

 

"Without the data gathered from cloud communication software, businesses will have a much harder time organizing and interpreting data that can be a huge game changer in their overall business strategy."

 

Marketing teams can use this data to determine which leads are qualified enough to advance through the pipeline. If your current phone marketing strategy is resulting in tons of quick calls and hang-ups, that can imply that more work needs to be done to improve the marketing strategy.

Customer support teams greatly benefit from cloud communications. For example, the call recording feature can (and should) be taken advantage of on a regular basis to review and critique interactions. These recordings can also be used for training new agents who want to know what a good phone call sounds like, what a bad phone call sounds like, and how to turn a bad call into a good one. The call logs can also help provide agents with context, such as whether this is the first phone call the agent made or the fifth.

Why Cloud Communication Matters

Cloud communication matters because traditional methods of communication don’t go far enough to provide businesses with the functionality and insights they need to ensure their business strategies are optimized to their fullest potential. Businesses have always collected data for this exact reason, but the difference lies in the ease with which a business can gather data and a manager can analyze it. In fact, most VoIP software does all the hard work automatically. Some applications even use AI to highlight patterns in calls, communicating those patterns through valuable BI reports so that they can be turned into business insights..

In addition to features like call recording and name collecting, integrations also play an extremely important role in cloud communication software. Providers look to integrate their software with CRM solutions to ensure that  VoIP data is being factored into business decisions. Lots of CRM software comes with VoIP integrations so businesses don’t have to go back and forth between their phone and the CRM. Instead, they can make a call right from the CRM dashboard where the call can be recorded, documented, and analyzed by anyone in or out of the office.

The Final Word

The cloud communication sector is ever-expanding due to the powerful features and usability of the software. Regardless of the size of your business, there’s room to introduce cloud communication software. However, the ability to acquire data and analyze it is what makes it most appealing and necessary.

Without the data gathered from cloud communication software, businesses will have a much harder time organizing and interpreting data that can be a huge game changer in their overall business strategy. According to Forbes, Forrester expects “50% of enterprises to embrace a public-cloud-first policy in 2018 for data, big data, and analytics, as they look for more control over costs and more flexibility than on-premises software can deliver.”

Advancements in the technology these companies use such as AI make the software all the more appealing and necessary if your business is interested in thriving in the years to come.


About the Author:

Reuben Yonatan is the CEO @ GetVoIP, a leading VoIP systems comparison guide that connects shoppers with relevant providers.

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