Your Best Customers Are Calling: New Industry Survey Reveals Impactful Way for Marketers to Move the Needle and Drive Revenue
July 27 2017 - 9:00AM
Business Wire
Independent research shows phone customers
convert faster, spend more, and churn less than digital
consumers
Marchex (Nasdaq: MCHX), a leading provider of call analytics
that drive, measure, and convert callers into customers, announced
today the results of an industry survey that can help marketers
invest their marketing spend and increase their return on
investment. Marketers are increasingly being asked to drive revenue
for their organizations, and this new study shines light on the
final call-to-action in a buyer’s journey, ultimately yielding
positive business outcomes, such as booking appointments or
converting a sale.
Based on a survey of marketing decision makers, the new study
from Forrester Consulting shows that customers who call a business
are actually more valuable prospects for that business than those
who don’t. The report found that phone customers convert faster,
spend more, and have a higher retention rate than customers who
contact brands via other channels such as in-store or online.
“Phone calls to businesses, especially from smartphones, are
expected to exceed 100 billion this year alone,” said Guy
Weismantel, executive vice president, marketing, at Marchex. “This
is a vibrant and growing channel, providing a huge opportunity for
marketers as consumers continue to use their mobile devices in the
path to purchase. Being able to track and maximize those
interactions is the missing link for many marketers in their
omnichannel strategy.”
Specifically, the study concluded that 60% of marketers said
that customers who call a brand convert an average of 30% faster
than other respondents, and they spend an average of 28% more and
54% of marketers said they churn 28% less than customers closed in
other channels. The report was commissioned by Marchex, and can be
downloaded here.
Not only are inbound phone calls key for driving revenue and
retention, the survey found that marketers who employ ads that
drive inbound phone calls report seeing higher customer engagement
in their other channels – both online and offline – than marketers
who do not have these ads. Further, data from phone calls,
including customer references to specific campaigns or keywords,
can provide valuable insights into how omnichannel campaigns are
working, and how they can be optimized to better drive phone calls
to boost engagement and sales. This results in better visibility
for marketers and enables brands to display content that aligns
with the interests of customers and prospects.
“We live in a connected world. App stores have literally
millions of options for our smartphones, but the one application
that everyone has on their device is simple: the phone itself. That
should be a powerful takeaway for marketers,” continued Weismantel.
“Marketers have more channels than ever to target prospects, but
the results of this survey are clear - your best customers aren’t
walking into your store to buy something, and they’re not driving
onto your lot to schedule an appointment - your best customers are
calling.”
About Marchex
Marchex understands the best customers are those who call your
company - they convert faster, buy more, and churn less. Marchex
provides solutions that help companies drive more calls, understand
what happens on those calls, and convert more of those callers into
customers. Our actionable intelligence strengthens the connection
between companies and their customers, bridging the physical and
digital world, to help brands maximize their marketing investments
and operating efficiencies to acquire the best customers.
Please visit https://www.marchex.com/blog,
https://www.marchex.com/blog or @marchex on Twitter
(Twitter.com/Marchex), where Marchex discloses material information
from time to time about the company, its financial information, and
its business.
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Marchex, Inc.Investor RelationsTrevor Caldwell,
206-331-3600ir@marchex.comorMedia Inquiries:March
Communications617-960-8896Marchex@marchcomms.com
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