The Difference Between Call Tracking And Call Intelligence

call intelligence

Click-to-call has changed how we approach customer phone calls, they are more than just a conversation, these interactions contain data that when applied right can add specificity to every move marketing teams make.

Call tracking and call intelligence are the most robust tools in marketers kits. If call intelligence is the engine, call tracking is the fuel that helps it run.

Call Tracking

Call tracking is the technology which allows companies to identify the digital marketing source of the call. It does this by using either dynamic or static call tracking. The first dynamically swaps numbers available to an individual user every time the website loads. There are a few different kinds of dynamic call tracking, user-level and, campaign and channel based tracking.


This type of tracking focuses on grabbing data specifically from a marketing channel such as AdWords or traffic (organic and paid).


Tracking down to the individual user session collects engagement data that is unique to one person.


Campaign based tracking uses tools like a tracking URL to follow the progress of each individual marketing campaign.

Static numbers are fixed phone numbers without dynamic properties meaning they can’t be changed for each user. Despite being fixed, these numbers are still trackable and mostly used for print advertising.

Call Intelligence

After the information is collected by call tracking, intelligent processes make sense of these groups, clarifying customer behaviour for both sales and marketing teams so that they can optimise future campaigns.


Using an automated, intelligent system means plugging call data into multiple features that can enhance the call experience significantly. Examples include call routing which uses call data and CRM interfaces to match customers with the right agents. Personalised actions can also determine whether a simple query is worth being routed to a physical agent, this is where self service can be useful for store hours and quick payments.

Omnichannel abilities

The concept of Omnichannel is about keeping the brand story on track, when a customer calls the brand journey created online can fall to the wayside, due to lack of training or shoddy online to offline handover – usually, because the data isn’t being utilised the way it should be. With additional channels offered by contact centres, call intelligence features can grab data from any, helping marketers understand which channels are driving the most calls.

For more insight into call tracking, click here.

What Is Call Whisper And Why Do You Need It?

call whisper

Whisper messaging or Call Whisper is a customisable feature found in cloud communication software. Whispers are voice messages played at the beginning of a customer call. It can lay out a quick caller context for the agent so that they are able to immediately address the issue at hand, it can also indicate what kind of device someone is calling from, i.e. mobile or landline. On the caller side, it eliminates the need for a series of repeated questions and frustration.

Why we like it

Using a whisper feature is an intelligent way of keeping connected to callers and is an added method used to measure the impact of campaigns. Whisper messages are connected to call tracking software and can identify the caller, the campaign they arrived from and any other relevant information before speaking to an agent. This helps agents significantly because it can prioritise calls based on this context.

Who it works well for

Any company running a large number of campaigns that need to prove ROI. A good example of this is the marketplace model, proving to marketplace partners that a call came to them due to marketplace advertising can be difficult.

A call whisper can be set up to help prove to partners that the marketplace they are selling through is driving calls to them and creating value.

How does it work?

With Freespee, adding whisper to your setup is as follows:

  1. Start by opening a ticket letting us know that you want to add a whisper. How to create a ticket?
  2. Attach the sound file to this ticket. Please note that the format of the sound file should be 8000hz mono uncompressed WAV 16-bit.
  3. We will also need to know if you want the message to be played for the person calling or the person answering the call.
  4. Finally let us know if you’d like the whisper to be played on all numbers, static and dynamic or if you only want them to be played on selected static numbers. What is a Source?
  5. Send us the ticket. Please note that unless anything else is agreed Freespee will invoice the standard hourly fee for ongoing changes. Estimated work time for administration and implementation of a whisper message is 1 hour.
  6. We will get back to you as soon as the whisper message is added to your account.

5 Common Mistakes Made When Updating Call Centres

call centre mistakes

In customer-facing businesses, when a prospect decides to call, it’s usually because they are looking for help and an informed voice on the other end. Call centres that can meet these requirements need the software that can keep up with modern expectations. Some companies outsource their call centres, while others are moving towards communication technology that keeps everything in-house. But when updating call centres with new systems, what are major mistakes to look out for?

1.Too hard to implement

Revamping an existing platform that has worked for decades can be harrowing, but sticking with legacy systems can also push a company’s customer service back in time. Finding a middle ground where the new software is easy to learn and makes change seamless is the goal, don’t look for the hottest package on the market and expect miracles. It could all end in tears.

Starting with integrative software is a great way to inch into new territory for brands and their call centre teams. Find programs that act as middlemen – streaming call data into existing CRM systems.

2. Doesn’t remove data silos

The bane of most modern call centres is too many data silos. The latent and real-time caller data that streams into call centres have significant value but it needs to used and not stored for a rainy day. According to My Customer via SAS, “only 23% of companies — less than 1 in 4 — are able to generate real-time insights with customer data.”

The technology is out there with routing, profiling and prioritising capabilities that paints an entire picture of data impact on ROI and company development. Use it.

3. Thinking more IVR means better customer service

Nope. In no way does adding more IVR to a call queue make it better. Customers don’t want to wait to speak to a service representative for ages, it’s a guaranteed way to lose prospects. “At the beginning of a customer service experience, 90 per cent of our respondents want to speak to a live agent,” says The Conversation.

4. No remote option

Modern contact centre software gives agents the opportunity to work remotely. This is helpful when considering the impact of the global community on business development, our borders are definitely blurring. If needed, using agents from all corners of the globe remotely under the umbrella of a unified system can improve personalisation by breaking language barriers. Don’t send a non-English speaking customer to an English speaking agent. Route calls to the right agents wherever they are.

5. Not using the right metrics

Focusing on how every agent is managing a call isn’t always the best use of data. There are multiple signifiers of how to better the call experience. Luckily platforms offer dashboards that reveal the intricate elements of call. Metrics like call through rate, call duration and missed calls can point to more than just a lack of good customer handling, rather how the brand can improve the entire customer journey through better marketing, targeting, and nurturing.

Improving training for agents is always good, but optimising the caller journey can also make an agent’s job a lot easier and more fruitful.

Need more help?

Via: The Conversation, My Customer.

IoT And Call Centers: The Current State Of Customer Interaction


Now call centers are called contact centers and agents are tackling more data than ever before. We can partly blame this phenomenon on IoT, (Internet of Things).

What is Internet of Things?

The ubiquitous IoT means a network of physical devices, vehicles, home appliances, and other items embedded with electronics, software, sensors, actuators, and connectivity which enables these objects to connect and exchange data.
Its a term conceived way back in the eighties, but the concept found legs in the early noughties thanks to Kevin Ashton, co-founder of MIT’s Auto-ID Center when he began considering using RFID to connect devices.
Eventually, the future of device interconnection became more of a reality — with the introduction of city-wide WiFi networks. Now, we can’t imagine a world without it.

Call centers and IoT

Though the two wouldn’t usually seem interconnected, they have a relationship of playing catch-up. As customer needs and devices expand so should the technology offered by a customer care hub. Many organisations are taking heed.
“Research of more than 350 executives and managers conducted by ICMI and Oracle finds that 57 percent of respondents say their organisations intend to support IoT/connected technologies within the next six to 12 months, in a 21 percent jump from today. And while only 35 percent of organisations currently use AI, 85 percent of respondents would like to see their companies expand its use or adopt it,” according to 1to1 Media.
The role of a call center agent has changed too thanks to IoT; support teams are taking on a prolific roster of skills, now customer data is derived from multiple sources such as Facebook, Twitter, smartphones, iPads, etc. In response to this, teams are spearheading strategy for “marketing, branding and customer engagement.”

Legacy systems

Integrating IoT into a legacy call management system is a challenge facing businesses making the transition to a digital enterprise. Many believe that wiping the slate clean before implementing new technology is the right path.

However, that’s just not the case; now many new cloud comm platforms have instead built systems able to integrate into a company’s existing stack. “By adopting the approach of adding an IoT layer, enterprises can keep costs down and reap the benefits of IoT in a way that makes sound business sense,” say Evolve.

For their call centers, this is taking the form of combining both self-service and live agent contact. Notably, one technology that has been lost in the changeover is IVR; we explored this shift in a past blog.

The future

Investing in technology to make our lives easier is becoming a common occurrence for huge companies. In fact, Facebook recently acquired VR company Oculus Rift for an alleged $2 billion, will we soon be able to interact our Facebook friends on a virtual level?

Who knows? But regarding how customers interact with brands, we could see a major shift from human interaction to AI or chatbots. “Chatbots will offer the companies the opportunity to replace human agents with chatbots in low-productive customer service areas without hampering customer experience,” claims Ameyo Emerge.

Still, we’re not quite there yet, humans are still legacy systems themselves and at times require the comfort of human to human exchange to solve a problem. Streamlining the journey to that helpful person is the goal at this point in our digital development. But the time of robotic customer service and IoT totality is close, though according to Forrester it won’t be the robot apocalypse we fear.

“Yes, there will be jobs lost in the coming years thanks to robots, driverless cars, and cognitive computing: Forrester predicts a 16% job loss rate between 2015 and 2025. But what about jobs created in categories like software, engineering, design, and maintenance? Forrester forecasts automation will create 13.6 million jobs over the next decade, equivalent to 9% of the workforce.”

Via: Ameyo Emerge, Forrester, 1to1 Media, Evolve, IT Pro Portal.