Calls: Call Reports

Call reports are a goldmine of information often overlooked by car dealerships. Hidden within this data is the power to understand which marketing efforts are driving valuable phone leads and how effectively your team converts those calls into showroom visits. By analyzing call reports, you can optimize your marketing strategies and improve customer interactions. 

Toggle between viewing calls by day (line graph) and calls by origin (bar graph) using the icons in the top right corner.

Calls Comparison By Call Origin

When you navigate to Analytics >  Calls > Call Reports you will see a visual breakdown of call volume by origin. This allows you to quickly pinpoint which sources – be it online ads, social media campaigns, or website traffic – are generating the most phone calls.

Why is this important? While online forms are valuable, phone conversations provide a unique opportunity to engage with potential customers in real-time, answer questions, and build rapport. By identifying high-performing call origins, you can focus your marketing budget and efforts where they'll have the greatest impact.

Calls by Day

Also located in Analytics >  Calls > Call Reports, you can view the line graph which offers insights into call patterns throughout the month. By analyzing daily call volume, you can:

• Identify peak call days: Understand when your team needs to be prepared for a higher volume of inquiries.
• Correlate calls with marketing campaigns: Measure the effectiveness of specific campaigns by observing spikes in call volume after launch.
• Optimize staffing: Ensure adequate coverage to handle increased call volume on busy days.

Call Logs

Call logs provide detailed information about individual calls, including:

• Call Status: Identify missed calls or calls that went to voicemail. A high number of missed calls could indicate staffing issues or problems with your phone system.
• Call Day and Time: Pinpoint peak call hours and days of the week to optimize staffing and ensure prompt customer service.
• Caller Information: Gather insights about your callers, such as their location or the specific vehicle they're interested in. This information can help tailor your sales approach.

Beyond the Basics

To further enhance your call report analysis, consider these strategies:

• Integrate with CRM: Connect your call reports with your Customer Relationship Management (CRM) system to track customer interactions across multiple channels.
• Analyze call recordings: If you record calls (with customer consent), review them to identify areas for improvement in your team's phone handling skills.
• Track call outcomes: Go beyond simply tracking call volume. Monitor how many calls result in appointments, test drives, and ultimately, sales. This will give you a clearer picture of your team's conversion rates and identify areas for improvement.

By fully utilizing the insights available in your call reports, you can transform this often-overlooked data into a powerful tool for driving sales and improving customer experiences.