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As a product marketer in the contact center tech space, I often speak to sales and QA leaders about their challenges. One problem keeps coming up across every industry — limited analytics on inbound calls.
Contact center managers are responsible for improving caller experiences, hiring, training, and retaining top-performing agents, and most importantly, driving revenue growth through higher conversion rates. However, many lack the right analytics and insights to understand what's working, what isn’t, and what to do to improve.
Without these critical insights, it’s difficult to know where calls are coming from, how to route them effectively, what talk tracks work best, and which agents need improvement — ultimately making optimizing performance, boosting conversions, and achieving business goals harder.
It’s hard to understand why calls aren’t converting into customers without the right analytics. However, with the right data on calls, contact center leaders can gain actionable insights to improve performance and drive more conversions. In this blog, we’ll explore five ways analytics can help.
We’ve all been frustrated by getting stuck in a contact center’s IVR phone tree, waiting on hold too long, or being transferred repeatedly. In fact, 79% of callers are rerouted at least once, which not only frustrates callers, but lowers conversions and increases costs.
Misrouting calls directly impact conversion rates, especially in businesses with separate queues for sales and service. For example, I spoke with a storage company whose sales line was bogged down by existing customers who knew they could simply press 1 for sales in order to skip the longer support queue. As a result, potential customers waiting on hold gave up, leading to high abandonment and lower conversion rates.
In industries like healthcare, misrouting calls can significantly increase costs. Clinicians, who are paid a premium to handle tier 2 and 3 calls with sensitive patient data, may end up managing lower-level tier 1 calls — like appointment scheduling — that should be routed to tier 1 agents. This raises the cost per call and causes delays for patients who need to speak to a clinician. Many businesses increase their staff to compensate, unaware that intent-based call routing could solve the issue.
Intent-based call routing analyzes a caller’s digital body language — like the webpage they called from, the marketing source that drove their call, the help article they viewed, or the product they added to their cart — and uses that data to determine how to route them. It uses this data to ensure callers are routed to the right agent immediately for both sales and support calls, reducing wait times and improving conversion rates.
Moneysolver, a national financial services company, was able to transform both their answer and conversion rates with Invoca’s intent-based call routing. When they receive a call from a high-converting affiliate partner, they use Invoca to detect it and immediately route the caller to one of their top agents. By allowing their best leads to jump the queue and go to their best agents, MoneySolver has increased their close rate by 2X.
It's simple math: the best-performing agents are those who can convert the highest number of leads in the shortest amount of time. Time spent on each call trying to figure out why a lead is calling is time wasted—resulting in fewer calls handled and lower conversion rates. Without immediate context, agents are forced to ask repetitive questions that leads have likely already been addressed in their journey, which can also lead to a frustrating experience for the caller and hurt your sales performance.
By leveraging digital body language — such as the ad the caller clicked on, the webpage they visited, or the items they added to their cart — agents can immediately understand the caller's intent and tailor the conversation accordingly. This allows agents to begin the call with relevant context, such as, "I see you’re interested in our [product]—how can I help?" or "I noticed you’re looking at our promotional offer. Let’s walk through the details."
DIRECTV uses Invoca to increase its contact center conversion rate by 110% by giving agents insight into why the caller reached out before the agent even picked up. For example, if a customer calls after browsing the DIRECTV Sports Pack page, the agent can proactively pull up details about the package, anticipate questions about bundling with existing services, and offer relevant promotions. This level of preparedness allows the agent to tailor the conversation, offering a seamless digital-to-call experience that not only reduces AHT but also increases the likelihood of conversion by addressing the caller’s needs right away.
Many contact centers use scripts and talk tracks as a foundation for their agent-customer interactions. While these are designed to improve consistency and drive conversions, it's often unclear to managers which elements are actually working. Do callers convert more when agents mention specific promotions? Or does the way an agent introduces themselves matter to the outcome of the call? Without actionable data, contact centers are left guessing, potentially relying on outdated or ineffective scripts that cost them customers.
Bay Alarm Medical, a leading provider of medical alert systems, uses Invoca to analyze their phone calls and identify the tactics that top-performing agents are using to sell warranties. "By drilling into our calls with Invoca, we identified the key strategies our best agents were using, and shared those insights with our lower performers," said Alyssa Hermosillo, Inside Sales Supervisor at Bay Alarm Medical. "As a result, we improved warranty sales across the board by 14%."
By measuring the impact of different script variations and talk tracks on conversion rates, businesses can pinpoint the most effective strategies and continuously refine their messaging. This data-driven approach ensures that contact centers can consistently optimize their scripts to improve agent performance and drive higher conversions.
Without consistent insights into agent performance — such as call handling and script adherence—effective coaching can be difficult.
Take Renewal by Andersen as an example. They were manually grading just 2% of calls, making it impossible to consistently assess whether agents were following scripts or if those scripts were effective in converting callers. After adopting Invoca’s automated quality assurance solution, they used AI to evaluate 100% of calls based on key criteria like greetings, qualifying questions, and appointment setting. This allowed them to quickly identify areas for improvement—such as agents not using proper greetings—and uncover which scripts were most effective. As a result, they saw a 47% increase in appointments set.
Similarly, BBQGuys found their agents were eager for real-time feedback. Chris Erckert, Channel Director, said, “We were amazed at how hungry our sales agents were for feedback” and the coaching paid off, yielding them a 16% increase in conversions.
With access to actionable insights, contact center leaders can help agents refine their skills, improving conversion rates and customer satisfaction.
One of the biggest challenges in contact centers is identifying and addressing issues before they escalate. Typically, metrics like average handle time (AHT), CSAT, and call abandonment rates are reviewed after the fact, leaving little room for real-time intervention. But with smart alerts, contact center leaders can address issues as they happen, improving CX and preventing lost conversions.
Here are some key smart alerts that can make a real impact:
This real-time feedback loop helps executives and managers stay ahead of potential problems and address any issues before they affect conversion rates.
To achieve key business goals — improving caller experiences, retaining top agents, and driving revenue growth — contact center leaders must leverage data from every stage of the customer journey. By combining insights from the caller’s digital journey, their call experience, and the agent’s performance, leaders can optimize call routing, enhance agent performance, and improve customer experience and conversion rates.
Want to see how Invoca’s platform can help you leverage pre-call, during-call, and post-call insights to achieve your business goals?
Request a personalized walkthrough of Invoca today and discover how our solutions can help you improve call routing, boost agent effectiveness, and drive revenue growth.
