Despite dire predictions that the phone would go the way of the dinosaur, people make more phone calls today than any other time in history. Even though we live in an app-based and Internet-based world, people find comfort and clarity speaking to a live person. This is even true of millennials, the group predicted to practically never make another phone call. Businesses that want to provide an excellent customer experience simply can’t afford to overlook the importance of phone calls.

Phones by the Numbers

The number of people in the world and mobile phone subscriptions are nearly the same. They’re both around 6.8 billion. This is in addition to landlines, something that 40 percent of households in the United States still have. Phones aren’t going anywhere anytime soon.

Over the past 15 years or so, marketers have all but ignored phones in favor of email, social media, SEO, and PPC campaigns. One reason for this is the ease of measuring return on investment (ROI). However, many companies have ignored the need to track customers once they go offline and use the telephone. If they want to stay in business, they need to know what prompted the customer to call. They also need to know the channel he or she came through to make that call.

The ways that customers interact with companies and brands is expected to become even more complex in the next few years. Businesses need predictability and clarity now more than ever. The good news is that it’s not too late. By 2019, customers will make 162 billion calls to American businesses every year. Not tracking call data is like leaving money on the table and not looking back.

Understanding Click-to-Call

It shouldn’t surprise you to read that people complete more searches on smartphones than they do on computers. With click-to-call enabled, they can reach your company instantly. This allows them to resolve their issue right away without waiting for an email response. By 2019, money generated through click-to-call is expected to reach $2 trillion dollars. Taking on this feature requires companies to optimize the customer’s experience upon reaching the call center. It also necessitates better data management with every call.

Embrace the Phone, Don’t Fear It

The role of phone calls in marketing deserves the same scrutiny as other channels, if not more. Unfortunately, up to 95 percent of companies don’t have even basic call tracking in place. If your company is among that percentage, consider that 78 percent of people feel more confident after speaking to a live person and calls convert approximately 10 times as often as clicks do. Call Sumo has the solution. Give us a call today to learn more about how you can be tracking phone calls to provide better customer service and achieve higher profits.