Let’s start with the frugal, who we usually find in conservative and/or smaller companies. Their website is a bit outdated, their slogans are wooden and only a few people look at the web analysis account now and again.
Then we have the online pros. They’re always looking for the latest trends, their website is up to date, they know exactly what their customers are looking at and have already had several meetings about the exact wording of the call to action. Each of these views and approaches has its advantages and disadvantages, which we want to illustrate today with regard to the call channel.
How do they deal with inbound calls?
Now let’s see how these two characters react to inbound calls. The frugal of course have a phone number on their page, which anyone can quickly find – but that’s about it. They don’t know if someone has called, don’t know exactly what they’re spending their advertising budget on and have hardly any contact with their call center.
The online pros, on the other hand, have long since banished the number from the website or hidden it well, because a contact form is easier to track – and they’ve also read somewhere that chat bots perform much better than calls anyway. If their call center does actually receive a call, a discussion breaks out: What generated this interested party? Online marketing? They are convinced that the most important thing is to first secure the lead and then let the call center follow up – even if this means that the call center requires a lot more resources than if it had been called directly.
In order to quickly answer the question in the blog’s headline, we must analyze the damage caused in both cases.
If you would like to learn more about inbound calls, click here for some interesting facts on the subject.
Why is this so detrimental to a company?
What damage do the frugal do?
What damage do the online pros cause?
In many sectors, with exceptions in the low-price/consumer goods sectors, the call is still very important. The online pros lose sight of what the user really wants while trying to integrate the latest trends into their website. The biggest mistake is often hiding the phone number. The calculation is simple: The online pros convince management that no revenue will be lost by losing the call leads, because they will still manage to convert the interested parties. At the same time, a major cost factor, the call center, is eliminated. This may be true in individual cases, but we can observe what studies have already proven: The call is worth it, despite the higher costs! Callers buy more quickly and are more likely to buy.
