Direct Response Marketing Blog


Unconnected Calls: What You Don’t Know Can Hurt You

Posted by Jessica Metz

Nov 23, 2013 11:30:00 AM

You know the routine: ads are placed, callers call, and some, not all, are converted. If your call center is diligent, they are following up on the callers that disconnect too soon and a few weeks later on the callers that didn’t convert. These calls can be identified in your system and you have the ability to make something of them.

What about the calls that hang up before being connected to the call center? These calls don’t make it on to wasted__advertising_dollarsyour reports, so essentially you never know about them. They may seem harmless, but in fact they do affect bottom line. If you can’t see them, you can’t convert them, and the advertising dollars paid to generate them are also wasted.

Based on current client activity, we see a 13% drop rate prior to connection. While this could be a result of a true misdial, often callers simply place the quick call to store the number or the call is dropped due to cell phone malfunction. From that point on, it’s a gamble that they will actually call you again. Imagine if you received half of those calls back? That’s an increase of 7% in call flow!

Via-Tele, a Zenith Media Tracking partner, actually does just that. They see the missed call in real time and call back with a live person who identifies an interested caller and reconnects them to the call center. Suddenly you have more leads with an even better shot of conversion, because they have been qualified by a live person. This invaluable service is offered to Zenith Media Tracking customers only, and is sure to improve your ROI.



Topics: Advertising ROI, Data Analysis, Call Center Management

Zenith Media Tracking is for advertising professionals. We track phone calls and help agencies determine the best media buying and lead selling strategies for maximum profit.

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