The problem of gaining insight into a company’s SEM strategy becomes doubly difficult for franchise businesses. For franchises, the integration of a phone number tracking solution provides a wealth of information benefiting both the franchisor and the franchisee. Outlining some of the features of this call tracking solution should provide a clearer picture of the power of this tool.

Gaining accurate feedback on the performance of one’s franchisees is often a difficult and inexact science, relying on highly-variable sources of information and opinions within different franchises, customer feedback on the franchisee’s performance, and so forth. Because call tracking logs instantly the data surrounding the call (e.g. call recording, call duration, individual sales and leads), this becomes a far more exact and judicious process.

Maintaining and monitoring a franchise’s advertising campaign is vital for insuring that one’s ROI on each campaign is sufficiently high to warrant the investment being spent, and as some call tracking solutions offer a unique telephone number to be applied for each advertising medium logged in the system, to diagnose potential problems where an advertising campaign seems to be failing to reach its potential.

Furthermore, the implementation of call tracking can hugely improve performance from the sales team of a franchisee. As franchisors are expected to train their franchisees in sales technique, call tracking can act as a great performance rubric for the sales productivity of a sales team; franchisees can see for themselves the success rate of conversions made from offline calls.

But call tracking can provide improvement in other areas of the franchise business. Its call recording function can lead to the improvement of a franchisees telephone sales by allowing salespersons to listen back to exemplary calls. The progression in productivity therefore works at the level it is needed most, at the customer’s actual contact with a representative of the franchise. Call tracking also allows companies to follow-up on out-of-hours calls and missed calls, helping to recapture lost leads – this is incredibly beneficial to both reclaiming that lost percentage, and allows that extra quality of service to be conducted for the customer.

The information that call tracking provides for the franchisor is integral to an interpretation of offline conversions in the same manner as an analytics tool would present online conversions. The information logged for call tracking allows potential slumps in productivity to be rectified quickly, with minimal loss to investment, and furthermore the franchisor can feel justified in making alterations to the marketing campaign, having the information in an ordered and pliable medium. Combining all these elements together, the implementation of phone number tracking allows a greater level of surety in properly interpreting the complex data needed to build and maintain a growing conversion rate.

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