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How Data From UCaaS Solutions Can Help Businesses

More and more businesses are turning to the cloud for their business communication needs. It is not difficult to see why, the cost and flexibility of going the UCaaS (Unified Communications as a Service) route instead of building your own infrastructure to host a business phone system is just too attractive especially for small and medium scale businesses. This is also one of the reasons why, according to Mordor Intelligence, global UCaaS market is expected to reach US $13.5 billion by 2023, growing at a compound annual growth rate (CAGR) of 25.2% from 2018 to 2023.

While most of these companies are in it for the functionality combined with the pay-as-you-go model, one of the welcome advantages of implementing SaaS services like UCaaS is the availability of more data. According to a Progress Survey, as SaaS adoption increased from 62% to 79%, big data adoption also increased from 50% to 61%.

But how does data from UCaaS itself help businesses? Here are some of the ways.

Review marketing and sales channel performance

Telephony is the top component of most UCaaS services. And like traditional telephony services, there are business phone numbers deployed to help their audience reach the company via phone call. Unlike traditional telephony, however, businesses have access to the data from their business phone numbers. From there, they can get insight on the different channels for marketing and sales.

Most sales and marketing channels can be assigned their own business phone number. This way, the business knows which channel produced the lead based on the phone number dialed by the caller. From there, the company can determine which of the phone numbers are receiving the most calls, and they can get insight on which of the sales or marketing channels are generating the most leads, or the ones who are not doing well.

From there, the company can take the necessary actions in improving the strong channels further and helping the poorly performing channels.

Access to location data

Aside from getting insight into which phone numbers are producing the most leads, businesses can also get insight into which cities they are getting most of their calls from. Whether the company is using toll-free or local phone numbers, most UCaaS solutions are able to provide location data on where the calls originated.

From there, the company can get insight on which cities most of their calls are coming from. This lets them know from which locations they are doing well, and which cities are not too receptive of their product or service.

With most cloud communications solution allowing integration with CRMs like Salesforce, companies can also get deeper insight by combining location data with other information from the CRM like age, gender, income, etc., to identify the different demographics of their audience.

From there, the company can form a more focused strategy that aims for market penetration, or targeting their desired demographics, instead of wide-spread marketing that sells to all, even the ones who are not likely to buy. You can also read our related article on the cloud security aspects for selecting a UCaaS provider

Review call handling efficiency

Organizations also want to know how efficiently are calls being handled within the company. Fortunately, UCaaS solutions are also able to provide data that can show how each department are managing their calls.

Companies are able to pull up data on call volume and call queue activities, and from there, determine the ratio of unanswered calls versus those that are successfully answered. They can also investigate the average call duration it takes to resolve caller issues, and see the average length callers are placed on hold.

From these information, companies are able to come up with internal policies regarding call handling that should improve how each department is handling customer inquiries, concerns, complaints, and others.

Improve employee performance

Similar to reviewing call handling for the company as a whole, companies can go into the micro-level and also monitor the performance of each of their employees. Companies can pull up each employees’ average call time, number of calls per day, and even listen to call recordings.

With quantifiable data and constructive feedback from supervisors and managers, companies are able to implement performance improvement plans that aims to produce the best employees to front their prospective and existing customers.

These are just some of the uses of the data that companies are able to access using their UCaaS solution. Most people know about the savings, flexibility, and functionality of UCaaS, but not a lot of people inquire about the data reporting and analyses they can do with it. Next time you decide to change providers, you’ll know to ask about it, too. Read our informative reviews of leading communications software solutions to select a system that provides analytical tools that enable you to get actionable insights from your customer communications data.

Jenny Chang

By Jenny Chang

Jenny Chang is a senior writer specializing in SaaS and B2B software solutions. Her decision to focus on these two industries was spurred by their explosive growth in the last decade, much of it she attributes to the emergence of disruptive technologies and the quick adoption by businesses that were quick to recognize their values to their organizations. She has covered all the major developments in SaaS and B2B software solutions, from the introduction of massive ERPs to small business platforms to help startups on their way to success.

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