We score all calls using a rolling 4 week performance based model that we created with Invoca data. We assign a relative score comprised of several factors from call conversion to cost per lead to the average number of dead air calls to name a few. The calls with the highest value (approx. 35% of total calls), bypass the IVR using Invoca's priority routing functionality which minimizes the risk of abandons and misroutes due to customer behavior or IVR complexity. We then use our performance based call routing technology to funnel these highly valued calls to a special call queue which contains only our top performers.
That's how you take SEM Branded calls from a 45% conversion to a 70% conversion while simultaneously driving down cost per lead, cost per call, and other marketing metrics.
This strategy fully maximizes our marketing investment by monetizing our most valuable calls through our most talented sales professionals ultimately maximizing company profitability.
Thanks for the opportunity to share. I love this mad scientist stuff!
#evilgenius
