The problem of gaining insight into a company’s SEM strategy becomes doubly difficult for franchise businesses. For franchises, the integration of a phone 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 problematic due to the sheer variability of information returning, and the relative impossibility of interpreting such information accurately to reflect the acumen of a campaign. 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 show both the franchisee’s progress and sales ratio; franchisees can see for themselves the success rate of conversions made from offline calls.

But proves incredibly powerful in areas of marketing strategy much less obvious. 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 vital in establishing a penetrative insight into the performance of its franchisees. 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 tracking can safeguard the continued growth of all levels of the franchise business.