Every interaction with clients is an excellent opportunity to get to know the people who support your business – or at least show interest in it.

Understanding user habits, common objections, decision-making motivations, and issues encountered while using a product helps improve both the user experience and the product itself, as well as its marketing positioning.

Unfortunately, evaluating problems during product use doesn’t always happen, as advertising traffic often brings in many unqualified leads – people who are not actually interested in purchasing.

So how can you identify unqualified calls among hundreds or thousands of inquiries in a way that is simple and clear?

We’ll explain how Voice classification calls helped an online psychological counseling service refine their advertising campaigns and attract more high-quality leads.

KOMPaaS.tech client overview

Our client, an online platform for selecting psychologists and conducting online psychological consultations, has been using the KOMPaaS.tech Virtual PBX integrated with their CRM system for just over a year.

The marketing team faced the challenge of improving the quality of leads for their new product due to low conversion rates.

To evaluate the effectiveness of advertising campaigns, the client implemented call tracking, which allowed them to count the number of leads generated by each ad.

Further segmentation of incoming inquiries was supposed to be done manually by assigning tags – markers categorizing each call – but operators often forgot to add them or selected the wrong ones.

Solution

We proposed implementing voice-based call classification, allowing phone conversations with clients to be categorized using voice commands at the end of each call.

To implement this, it was necessary to:

• Update the tag structure for unqualified calls, assigning recognizable synonyms for each category
  
• Activate the Question-Answer function and make corresponding changes to call scripts in the Personal Account
  
• Configure automatic sending of tags to the CRM based on external characteristics: qualified/unqualified call, repeat call, etc.

Results

Thanks to Voice classification calls, the marketing team was able to analyze the most frequent unqualified inquiries and use this information to refine the offer for the new product and the content of advertising messages. This reduced the share of unqualified leads from 28% to 7% in just 3 months.

Leads classified as qualified but low-priority (indicating weak interest) were funneled into marketing workflows for further nurturing, using various strategies depending on the type of objection.

Additionally, tagging could now be done even when away from the computer, ensuring nearly 100% timely classification of leads. The large number of synonyms assigned to each tag made recognition highly accurate.