Why An Ivr System Alone Is No Longer Enough For Ecommerce Efficiency

The world of business has changed quite dramatically over the past decade

, not least because of the influence of the internet today. Where once calling into a shop on the high street to browse, or making an enquiry over the phone, was enough, volume now outweighs almost every other factor. With the right website, interactive options or ivr system, the volume of customers can be increased dramatically. For every online business, of course, there is a need to see website conversion rates reach the highest levels possible. The trouble is knowing how to convert the clicks and visits to a site into actual sales. There is a variety of ways to do so, but even when this is accomplished, knowing which marketing method is working best is not always possible. This is where tracking systems, like ppc call tracking for example, can help to provide information, accurately logging the online enquires and sales that are made. This is valuable information to have to hand, but even with phone calls monitored and logged they can actually be excluded from the overall figures. Combining the different sets of information is essential if a full and accurate picture is to be formed. This is usually accomplished by the use of dynamic numbers, which allow online and telephone tracking services to link together with the company in-house computer system. Unique numbers can be assigned to each keyword, referring domain or particular online ad campaign, which means that every form is distinguished from the others and can therefore be easily logged within the same group. The information gathered can then be analysed according to a number of criteria to provide an overall picture of marketing efficiency, telling the business owner which aspects of a marketing strategy are more successful. It is especially useful when multi campaigns are being run at the same time. Interactive voice response systems, which are more commonly known as simply IVR, are nothing new in the modern business world. Most companies use these systems to ensure enquiries are handled and customer services are provided 24 hours per day, providing interactive pre recorded menus from which to select the right service. It depends on the specific company, but such automated call routing systems allow a caller to check on their bank balance, transfer money, purchase tickets and otherwise carry out simple but important transactions at any time of the day or night. The chief advantage, of course, is that a business does not lose sales just because offices are closed and even experiences a major expansion of their customer base as geographical and physical impediments no longer apply. For example, the customer of a bank can complete a transaction at their local bank in Manchester while on holiday in Dubai. All he or she needs to do is make the call. Simple systems can simply direct a caller to a particular employee, or at least to their voice mail message box. More advanced features can provide personal call backs, confirm the status of a range of factors and, most crucially of all, can handle thousands of phone calls per day. However, while these systems and the software that run them, are still hugely important in running an efficient modern business, there is no getting away from the fact that tracking, monitoring and interactive systems are needed to provide modern consumers with the level of service that they deserve. Integrating the statistics from website visitors and physical callers, gathered with the help of dynamic numbers, is one way to get the most out of online marketing campaigns. And by tweaking campaigns to better target customers, website conversion rates can be drastically improved, sales increased and monthly and yearly profits augmented. It is true that not everything has changed in the business world, with customer satisfaction a vitally important component. Quickly and politely serving customers in a shop is one long established method, while an efficient IVR system can provide greater convenience. But these newfangled methods are equally important. From PPC call tracking, affiliate sales logging and SEO responses, knowing the marketing routes that are paying most is essential. These factors married with the call flow figures, the full picture can then be seen more clearly.

by: Sarah Shore

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