Call Analytics & CDRs: How to Read Call Data for UK Businesses

Wondered what your business phones were saying behind your back? Not in a sci-fi machines usurping the world scenario, but in cold, hard terms of who is calling, when they are calling, and how long they are on hold. And that is the world of call analytics and CDRs (Call Detail Records).

And although it might seem like you are learning to do some kind of spreadsheet torture, knowing how to read the data of calls may save your business thousands of dollars, increase sales, and even avert the phenomenon of Janet in the accounts always complaining about missed calls.

Flying Blind on Phones

The majority of the businesses in the UK invest in a business phone system or VoIP telephone service due to the reason that, well, phones continue to be the main contact with customers. Nevertheless, most SMEs do not even know what is being done on those phones.

• Are calls being missed at peak times?
• What is the longest duration of calls made by the sales rep?
• Do you spend more money on outbound calls than you ought to?
• Did such a marketing campaign really lead to phone calls?

With no data, you are driving with the black windscreen on. You may still get where you are going to, but it will not be smooth; it will be stressful and involve a lot of yelling.

What Does It Cost You to Ignore Call Data?

Consider it as follows: the non-use of call analytics is similar to having a store and not tallying the till. You wouldn’t do it, would you? However, there are numerous companies that do not think about the use of call tracking and analytics, and the next moment, they are left with the question of why sales are not growing.

• Missed calls = missed revenue.
• Spending much time in a queue = unhappy clients.
• No idea which campaign drove calls = wasted marketing budget.

And when have you ever played the “who dropped the ball on that customer?” game? The blame game in the office—you will realize that a lack of a clear telecom CDR report could be a greater source of friction than a Black Friday queue outside Curry.

Call Analytics Made Simple.

Here is the good news: the data of calls does not need to be a headache with a VoIP phone system. The modern systems record each call in clean CDRs, which can be converted into simple dashboards, charts, and reports comprehensible even by Janet.

Here’s what you should be looking at:

• Call volumes—Spot peaks and troughs. On a busy Monday, you will know to have more staff on the shift.
• Call length—Are reps taking excessively longon the phone? or worse still, mutilating individuals?
• Missed calls—the simplest way of finding out whether customers are slipping through the cracks.
• Call sources—Call tracking results in knowing which advertisements, campaigns, or websites were called.
• Response times—A hold line of 5 minutes is nothing like a statement of apathy.

It is not so much like spying but more of an insight, such as with having CCTV on your phone lines minus the nightmares about privacy.

Real-Life Case: A Story of Two Plumbers.

Imagine this:

• Plumber A relies on gut feel. He believes that he is doing okay but continues missing calls as he is in a sink. He does not even know which ads are effective and laments about slow months.

• Plumber B verifies his call analytics on a weekly basis. He identifies that 40 percent of all missed calls occur between 8 and 10am.Solution? He employs a temporary call handler on a part-time basis only in the mornings. Revenue jumps 20%. He also understands that his Google Ads are attracting the majority of the new calls, and thus he puts more emphasis on the same channel.

Which plumber would you rather be? Exactly.

The importance of Why Call Analytics to the UK SMEs.

• Demonstrate ROI of marketing—Demonstrate to the boss what campaigns work.
• Enhance customer service—no more missed calls, no more moaning customers.
• Reduce expenses—Identify avoidable outbound calls or ineffectiveness.

• Better at staffing plans—when to get bums on seats (or headsets on heads).

Imagine that it is Fitbit on your phones. The information is already available; all that you require is to read.

Quick & Easy Call Data Reading Tips.

1. Do not get sucked into detail; pay attention to trends, not to each single call.
2. Analyze your data at least once a week, not at the year’s end when everything is going wrong.
3. Share information with your colleague—information can only be of use when shared by all.
4. Connect call tracking with marketing—the fastest method of finding out where the money is going down the drain.

Wrapping Up

Phones remain the blood of UK SMEs, but without call analytics, you are operating in the dark. Telecom CDR reports are not mere geek talk information dumps; they are useful methods to save cash, increase sales, and ensure that customers are not unhappy.

Therefore, when you use a VoIP business phone system in the UK (or even intend to use one), you should not simply plug it in and leave it be. Read the call information, monitor the trends, and make your phones pay you.