“CallSource® Reflections” is a blog series by CallSource’s® co-founder and President, Elliot Leiboff. Elliot co-founded CallSource® alongside the late Jerry Feldman in 1992. Over the years, Elliot has developed a small call tracking company to a full service lead generation performance organization. CallSource® invented call tracking. Elliot has witnessed a myriad of inventions, tried different strategies, invested in technologies and basically seen it all.
CallSource® is a classic American tale of an idea that turned into a business that has thrived through grit and determination. “CallSource® Reflections” is Elliot’s blog series on lessons learned as a business owner before the era of startups and VC funding.
Elliot’s monthly blog contributions take the reader on the journey of how our solutions have evolved.
CallSource knows that to keep helping our customers, we have to keep implementing helpful solutions.
When CallSource® was started in 1992; a simple call tracking solution was enough to “wow” businesses. But soon after the birth of call tracking as a service, we knew that simply tracking calls wasn’t enough to meet our clients’ future wants and needs. Once a client had evaluated the advertising sources and the marketing messages available to them, what else could we provide to further benefit their business? Once other companies saw what CallSource® had invented, what would prevent the commoditization of call tracking?
While every business said they wanted sales and marketing data, most clients lacked the time or the analytical skills to utilize the valuable data presented in CallSource® reports. Month after month, their performance remained unchanged. This was not our fault, but it was our problem.
In response, we launched a “do for you” service model, in which our agents evaluated calls and presented a monthly telephone performance report card for each employee. At the same time, CallSource® analysts identified actionable items from client data and recommended ways for our clients to improve their marketing ROI and lead conversion.
Even with these expanded metrics and analytics, too many clients still failed to achieve optimal results. We needed a solution that not only identified the pain and offered advice, but delivered results. We found the way, patented the process and delivered our Advisory Support Services. With a dedicated Advisor assigned to each CallSource® account, clients’ have a go-to person to help them analyze their data, recommend areas and plans for improvement, and hold them accountable to their goals.
Along with our dedicated CallSource® representatives assigned to specific accounts, CallSource® always has and continues to use human analysts to score and grade every single call. Why is this so important? I touched on this in a previous article – there simply is not any current technology that lives up to the standards of analyzing call recordings with the accuracy that human analysts deliver. And because CallSource® wants to deliver the best results to help our clients better their business, we invest in solutions that are precise and useful for our clients.
In my next post, I will focus on another solution CallSource® has recently started delivering to clients – because we know to stay in the forefront of the industry and to help our clients best, we need to deliver useful solutions that move beyond call tracking alone.