Call tracking software is a powerful tool to use within your call or contact center, yet too many center managers overlook this crucial piece of software. One of the key reasons why this technology should be a main focus within your center is that your center does not operate on an island. Everything that a call center does is meant to complement or support the activities of the larger business. The information you can glean from call tracking software is worth more than its weight in gold – so to speak.

Fundamentally, there are three benefits that are easily seen and measured with call tracking software: it helps to increase conversion rates; it helps to optimize advertising spend; and it helps to route leads to the right sales person. These three main focuses are the most important reasons to implement call tracking software within the call center or contact center – or even within the enterprise if a call center is not part of the overall strategy.

Aside from handling customer service issues, up selling or cross-selling products or resolving a customer dispute, the contact center armed with telemarketing software is the first line of defense in gathering valuable customer information. As a result, you not only need call tracking software, it needs to be integrated into the customer relationship management platform, your marketing automation solution and any other phone related technology you operate on a daily basis. This allows you to track all interactions with customers, capture vital information and use that information to process how best to move forward.

Consider your latest marketing campaign efforts. You had to do considerable research – or pay someone to do it – in order to ensure your campaign not only met a need, but that it reached the right audience and spurred them to act. With the implementation of call tracking software within the call center, al information that needed to be captured through the research process can be captured in real-time from your actual buying customers. You want to ensure that the next product or service you develop will have a buying audience – you can learn the answer to this from your current base.

You also know that among your customer base, there is potential for additional revenue, but how do you identify the need and meet it with a new or expanded offering? With call tracking software integrated into your current platform, you can capture that information and put together offerings for your base that are ready to buy. You not only save considerable money on market research, you also don’t have to find a new client as your current client wants the new solution.

Call tracking software has gained so much in market importance that a number of different verticals are singing the praises of the technology. As for the importance of call tracking in your environment, consider recent statistics in this space: according to TechCrunch, there was a 35 percent increase in the number of searches that led to a phone call for companies using call tracking software between 2009 and early 2010; AdInsight found that 43 percent of search related conversions happen over the phone; and Kelse group noted that 97 percent of consumers rely on online media to show locally.

In this year of 2010, your company has a website and customers are searching that site for information or products/services to purchase. If you aren’t using call tracking software to tie into this platform as call center agents interact with website visitors, you are not maximizing the potential of your business and you are losing potential share in the market.