Measuring Multichannel ROI: Unlock Call Attribution

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Reaching consumers on their preferred channel of choice has become a standard expectation in today’s increasingly mobile environment. As contact center leaders race to adapt, many are overlooking a significant handicap that is critical to leveraging multichannel – the ability to effectively measure ROI.

Many contact centers are still struggling to measure performance on each non-voice channel, and the vast majority have little to no means of measuring performance across multiple channels. This inability to view and compare performance across all channels is leaving businesses essentially operating blind.

In this blog post, we will discuss the challenges and solutions to multichannel insight. Let’s start simple – what exactly is a multichannel campaign?

Understanding a Multichannel Campaign

A contact center may have numerous channels at its disposal such as Voice, SMS, Email as well as Postal Letters. To optimize the opportunity to engage a consumer through their preferred channel, a campaign leveraging all 4 channels may be combined in a single multi-touch, multi-channel outreach strategy. A typical multichannel campaign can follow a flowchart approach stating how and when to contact a customer.

Use case example: Collecting a bill using a multichannel campaign:

Let’s take the case of contacting a consumer regarding an outstanding bill. A contact center agent would first make an outbound call, and if no one answers the phone, the agent may leave a voice message with a callback number. If the payment is still not received, an SMS may be sent with a callback number. If the customer still does not respond, an email can be sent with a callback number.

Challenges To Cross-Channel Insight

In the use case above, separate applications are most likely used for each channel. The use of different applications inherently results in siloed data – an activity that occurs and tracked on one channel, may not be easily connected to another. This handicap limits performance measurement to a single channel, at a single touchpoint.

For example, in the use case, a contact center might be able to track if a payment was made as a result of a voicemail if the campaign workflow stopped after the voicemail. But when combined with SMS and Email, tracing exactly which channel and what combination of channels drove the final payment is incredibly difficult.

The inability to see across all channels makes it virtually impossible to manage and drive multi-channel performance, and most importantly, multichannel ROI.

Unraveling the Impact of Call Attribution in Contact Centers

In the dynamic world of contact centers, tracking the success and impact of different channels is paramount to optimizing performance. One critical aspect of this process is call attribution—the act of figuring out which channel has led to each inbound call you receive. Call attribution provides valuable insights into which channels are driving customer interactions, contributing to the success of campaigns, and ultimately impacting your bottom line.

By implementing effective call attribution strategies, you can gain the ability to make data-driven decisions, allocate resources appropriately, and enhance your team’s overall performance. Accurately attributing inbound calls to specific channels will help you to gain a comprehensive understanding of the effectiveness of each channel and its impact on campaign outcomes. In short, call attribution helps you determine which campaigns work—and which ones don’t.

At LiveVox, we recognize the significance of call attribution in contact centers. That’s why we developed an integrated platform that seamlessly collects and analyzes data across various channels, enabling you to easily track and measure the success of each channel you rely on. With our advanced call attribution capabilities, you can gain deep insights into the performance of your campaigns, identify trends, and optimize your multi-channel strategy.

With our innovative tools and centralized data repository, you can unravel the true impact of call attribution in your contact center and unlock the potential for improved customer engagement and enhanced ROI. By harnessing the power of call attribution, you can drive success and achieve measurable results in your contact center.

What Does it take to Gain Insight?

Above we discussed the inherent challenge with siloed applications, but the challenges to gaining insight don’t end there. Even if contact centers spent the hundreds of thousands or more to integrate siloed applications, they may still not be able to gain the visibility needed to drove ROI. There are 2 other fundamental challenges handicapping insight on multichannel campaigns: 1) Flawed Channel Attribution and 2) Data Deluge.

What is channel attribution and why is it so difficult?

Call attribution is simply the ability to track which channel drove an inbound call, which resulted in payment. Let’s take a look at one of the most common approaches to tracking performance on a non-voice channel, applying 800 numbers as in the use case above.

Many may be attempting to track performance by assigning an 800 number for a specific email, for a specific campaign, for a specific business line, of a specific client. In theory, one would be able to mannually track and deduce the voice activity of that specific campaign and the corresponding email if the consumer calls into that allotted 800 number mentioned in the specific email.

That approach is effective, but only if:

  1. A contact center ran a handful of campaigns in total
  2. Email was the only channel they used, and
  3. That 800 number was solely used for that individual email campaign alone.

That, of course, is not the case for any contact center of size or BPO whose campaign volume amount to the hundreds to thousands – per business line/client.

Here in lies the problem, the Mt. Everest sized data problem…

Each campaign is a multiplier of data, and each channel associated with a campaign is a compound of that multiplier, resulting in a deluge of data that also exists in separate channel applications. Now imagine the number of campaigns associated with each business line and the number of business lines for each client. Tracking each 800 number activity, across each siloed channel application, is enough to handicap any database, or in some cases, excel-sheet report, analysis.

Therefore the sheer amount of data trapped in different technologies makes it nearly impossible to attribute any payment to a specific campaign.

Decoding Across Channels with Multi-Channel Call Attribution

It’s not enough to track success on one channel—not when you’ve got so many irons in so many fires, so to speak. Successful contact center leaders understand the importance of embracing multi-channel call attribution. By attributing inbound calls to multiple channels, you and your team can gain a holistic view of your customer interactions and accurately measure the effectiveness of your multichannel marketing campaigns.

Multi-channel call attribution goes beyond simply tracking which channel prompted an inbound call. It can provide valuable insights into the customer journey. This will enable you and your team to understand the sequence of touchpoints that leads to conversions. And when you can identify the channels that drive the most impactful customer engagements, the possibilities for improvement are vast.

You can optimize your strategies, prioritizing campaigns that are driving engagement and going back to the drawing board for ones that aren’t. You can allocate resources accordingly and maximize the ROI of your multichannel campaigns.

At LiveVox, we’re on a mission to empower contact centers with advanced multi-channel call attribution capabilities. Our integrated platform allows you to seamlessly track and attribute inbound calls to specific channels, providing a comprehensive understanding of the customer journey. By leveraging our technology, you can decode success across channels, make data-driven decisions, and drive exceptional customer experiences.

If you’re looking to gain a competitive edge in the ever-evolving contact center landscape, it’s time to embrace the power of multi-channel call attribution. And with LiveVox at your side, you can unlock valuable insights, optimize your multichannel strategy, and achieve remarkable results for you, your team, and your customers.

Gaining Multichannel Insight to Drive ROI with Cloud

Cloud is simultaneously solving all 3 challenges prohibiting multichannel insight by bypassing data barriers and capacity limitations. LiveVox’s Intelligent Email solution is a prime example:

Integrated Channels

LiveVox’s Email channel is directly integrated into LiveVox’s contact center platform, creating a central data repository for campaign activity, for both voice, email, and SMS. In doing so, all activity, across all channels, are no longer trapped in different applications.

Automatic Call Attributions

Since data is now centralized, LiveVox’s cloud platform empowers contact center leaders to easily attribute which channel drove a specific call back activity. In the use case above, all aspects (voice, email, and SMS) of the workflow are configured, including the unique 800 numbers for each channel, from a single source. All of the inbound voice activity resulting from the workflow is also handled by LiveVox’s cloud platform. This integration enables data to be collected and automatically attributed, eliminating the need to for deduction.

In addition, LiveVox also leverages call attribution to ensure that inbound calls from specific channel campaigns are routed to designated agents with full account data. This is critical in facilitating faster resolutions and higher consumer satisfaction.

But there still leaves the problem of data deluge.

Understanding the Source with Inbound Call Attribution

There are no ifs, ands, or buts about it: inbound call attribution is a crucial element of understanding the effectiveness of your contact center’s channels and campaigns. By accurately attributing inbound calls to their sources, contact center leaders can gain valuable insights into customer behavior, optimize their strategies, and drive enhanced performance.

Inbound call attribution enables you to determine which specific touchpoints and channels are driving customer interactions. This deep level of insight allows you to measure the impact of each channel on inbound call volume, conversion rates, and overall campaign success. Armed with this knowledge, you can make data-driven decisions, allocate resources more effectively, and maximize your contact center’s ROI. Who doesn’t want that?

With LiveVox’s advanced inbound call attribution capabilities, you can seamlessly track and analyze customer interactions across channels. Our integrated platform centralizes data and provides comprehensive visibility into the sources of inbound calls. Plus, it’s easy to use and easy to share with your team. By leveraging this technology, you can uncover patterns, identify successful channels, and refine your multichannel strategy for optimal results.

Enhance your insights with inbound call attribution and unlock the true potential of your contact center. As always, LiveVox is here to support you on your journey to data-driven success, enabling you to make informed decisions, enhance customer experiences, and achieve exceptional results.

Leveraging Cross-Channel Call Attribution for Growth

In today’s interconnected digital landscape, customers interact with businesses across multiple channels, making it crucial for contact centers to understand the complete customer journey. This is where cross-channel call attribution comes into play. By leveraging cross-channel call attribution, contact center leaders can connect the dots between various touchpoints and gain a comprehensive view of the customer experience.

Cross-channel call attribution focuses on tracking and attributing inbound calls to their respective channels across multiple touchpoints. It aims to understand the impact of each individual channel within the customer journey and how they collectively contribute to your team’s overall success. It provides insights into the sequence of touchpoints that leads to conversions and allows you and your team to optimize your multichannel strategies based on these insights.

If this sounds an awful lot like multi-channel call attribution, don’t worry—it’s not déjà vu. These concepts are similar. Just remember that while multi-channel call attribution focuses on evaluating the performance of individual campaigns and the effectiveness of different channels within those campaigns, cross-channel call attribution looks at the broader picture of customer interactions across various touchpoints.

At LiveVox, we understand the importance of cross-channel call attribution in driving success. Our advanced platform seamlessly integrates data from multiple channels, enabling contact center leaders to uncover valuable patterns and correlations. By leveraging cross-channel call attribution, you can get a more complete view of the customer journey, connecting the dots between touchpoints, identifying areas of improvement, and driving growth for your contact center.

With LiveVox’s technology, you can unlock the power of cross-channel call attribution and gain a competitive advantage in understanding the complete customer journey. By making informed decisions based on comprehensive insights, you can optimize your multichannel campaigns, deliver exceptional customer experiences, and achieve remarkable growth.

Making Informed Decisions

Call attribution emerges as a pivotal component in the realm of contact centers, where data-driven decision-making is crucial for success. But exactly what is call attribution? At its core, it’s the systematic process of accurately tracking and attributing inbound calls to their respective sources or channels. It equips contact center leaders with valuable insights into the channels that drive customer interactions and contribute to the overall success of campaigns. By comprehending the effectiveness of each channel, you can allocate resources strategically, optimize your strategies, and improve performance across the board.

Understanding what call attribution is will empower you to unlock the true impact of your marketing efforts and shed light on the most effective channels. With this knowledge, you can fine-tune your campaigns, tailor your messaging, and allocate resources more intelligently. Plus, call attribution enables you to measure the ROI for each channel, providing concrete metrics to evaluate campaign effectiveness and make informed decisions that enhance customer experiences.

At LiveVox, we know the significance of call attribution in empowering contact centers to make well-informed decisions. Our advanced platform seamlessly tracks and attributes inbound calls to specific sources or channels, enabling a comprehensive understanding of customer behavior and campaign performance. This attribution process generates valuable insights, allowing you to optimize your strategies, improve operational efficiency, and ultimately deliver exceptional experiences that drive customer satisfaction and foster long-term loyalty.

You and your team can gain a competitive edge in the ever-evolving landscape by leveraging LiveVox’s cutting-edge technology and embracing call attribution. It can help you unlock the full potential of your operations, refine your campaigns with precision, and cultivate customer-centric experiences that leave a lasting positive impression. With LiveVox as a trusted partner, you can harness the power of call attribution to drive success, enhance customer engagement, and achieve remarkable results.

Measuring and Enhancing Contact Center ROI

In the ever-evolving landscape of contact centers, maximizing value and return on investment (ROI) is a top priority. One crucial aspect of achieving this is measuring and enhancing contact center ROI. But how can contact centers effectively measure ROI, and what strategies can they employ to enhance it?

Measuring contact center ROI involves understanding the financial impact of your operations, campaigns, and customer interactions. It requires analyzing key metrics such as revenue generated, cost per contact, and customer satisfaction levels. By quantifying the value generated by your contact center, you can make data-driven decisions and allocate resources more effectively.

Enhancing contact center ROI involves optimizing various aspects of your operations, including workforce management, technology utilization, and customer experience. By leveraging advanced technologies, such as call attribution and performance analytics, you can identify areas for improvement, streamline processes, and deliver exceptional customer experiences.

Naturally, call attribution plays a pivotal role in enhancing contact center ROI. By accurately attributing inbound calls to specific sources or channels, you can gain valuable insights into the effectiveness of each channel in generating revenue and driving conversions. This information allows you to identify high-performing channels and allocate resources accordingly, optimizing your campaigns for maximum ROI.

At LiveVox, we understand the importance of measuring and enhancing contact center ROI. Our comprehensive platform provides the tools and insights you need to effectively measure your contact center’s financial impact and take actionable steps to enhance ROI. By leveraging LiveVox’s advanced features and optimizing your operations, you can maximize the value generated by your contact center and achieve significant returns on your investments.

Unlock your team’s true potential by measuring and enhancing your contact center ROI. With LiveVox as your partner, you can drive financial success, deliver exceptional customer experiences, and stay ahead in today’s competitive landscape.

Dealing with all that data with Business Intelligence

A key differentiator of LiveVox’s omnichannel approach comes from its cross-channel analytics capability. Adding the power of our Business Intelligence (BI) Tool empowers contact center leaders with the ability to transform large amounts of data into insight of not only individual channel performance, but cross-channel performance.

With LiveVox’s BI capability, contact centers can:

  • Measure results across each channel
  • Uncover performance drivers of each channel
  • Visualize the impact of one channel on the other

With LiveVox’s Business Intelligence Tool, contact centers can leverage cross-channel dashboards like the one shown below to easily see the payments across multiple channels.

Contact centers are no longer forced to fly blind on their multichannel campaigns. Operations leaders can now confidently answer key questions like:

  • How many payments did each channel drive?
  • Why and when are they performing that way and how can I improve?
  • How did each channel impact my agent resource requirements?

To learn more about driving multichannel ROI, email us at info@livevox.com.

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About LiveVox

LiveVox (Nasdaq: LVOX) is a proven cloud CCaaS platform that helps business leaders redefine customer engagement and transform their contact center’s performance. Decision-makers use LiveVox to improve customer experience, boost agent productivity, empower their managers, and enhance their system orchestration capabilities. Everything needed to deliver game-changing results can be seamlessly integrated and configured to maximize your success: Omnichannel Communications, AI, a Contact Center CRM, and Workforce Engagement Management tools.

For more than 20 years, clients of all sizes and industries have trusted LiveVox’s scalable and reliable cloud platform to power billions of omnichannel interactions every year. LiveVox is headquartered in San Francisco, with international offices in Medellin, Colombia and Bangalore, India.

To stay up to date with everything LiveVox, follow us @LiveVox, visit www.livevox.com or call one of our specialists at (844) 207-6663.

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Livevox has joined forces with NICE,
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Livevox has joined forces with NICE,
creating a Conversational AI Powerhouse.

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Livevox has joined forces with NICE,
creating a Conversational AI Powerhouse.

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Livevox has joined forces with NICE,
creating a Conversational AI Powerhouse.

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