23  March 2020

Customer call-back solutions for sales and prospects in the digital age.

What powers customer call-back solutions that enable sales teams to get direct call-backs from prospects and leads through a website.


You are reading the Business Development, Services and Marketing (BDSM) Blog. Named to reflect the punishing amount of discipline required to master the core tenets of the industries we service, we blog about current affairs, industry tips, tech developments and more.

     Written by

    Jiong Han Ng



“Constantly think how you can do things better.” – Elon Musk

Calls have always been an integral part of the sales journey in many if not most industries — 92% of all customer interactions happen over the phone. It is of course impossible for companies to always take calls immediately all the time, so calling a customer back when a representative is free is a necessary step to capture leads or provide service. How do customer call-back solutions work and how do they improve sales? Find out, in this article.

Man at work taking a phone call

What are customer call-back solutions?

In the past, when all calls were over a Public Switched Telephone Network (PSTN), businesses would need to rely on voicemails or missed numbers to manually call customers back. Then, Interactive Voice Response (IVR) technology helped sift customers to the relevant company representatives through voice instructions and keypad input. Customers then may be put on hold until a rep is available to talk to them.

In the interest of improving customer experience, it’s become more common for IVR systems to be integrated with call-back options since 75% of consumers prefer the option of a call-back to waiting on hold. This has been proven to reduce abandon rates by 32%.

There is yet another type of call-back solution that is innately digital. Referred as Click-to-Call or a Web Call-Back, customers can simply click on a widget on a website to get either an immediate call back from the company rep, or schedule a call for later.

A customer call-back solution connects website/app users with companies easily via a voice call when both parties are available.

Usually with a call-back solution, a website visitor must leave his or her contact details, such as e-mail address and/or telephone number, as well as some details about information he or she is looking to obtain. Having this information helps the company more accurately target the prospect’s intentions and direct the call to the right representatives—be it sales, marketing or service personnel.

Analog pay phones

How customer call-back solutions make the jump from digital to analog and back to digital again.

A website visitor’s request for a call is taken into a system and alerts company representatives. Once a rep is available, a Voice over Internet Protocol (VoIP) service—which delivers voice communications and multimedia sessions over the internet—will make a PSTN call to both the rep and the customer. 

So the web click activates the digital call system, which makes 2 separate analog calls, but are joined by the VoIP as an intermediary. As such, the data of the analog calls are also captured and displayed digitally for the company to analyse later.

Diagram of digital call-back system

Challenge: Customer call-backs can’t be fully integrated to analog systems

A challenge of call-back solutions is that they don’t have full integration into the phone system. They sit on top of the analog call system and can gather data from the call and callers, but aren’t able to capture information if customers decide to call a company from their phone number directly.  

An entirely integrated system would require the porting of phone numbers from a telecommunications provider to the software, thus allowing functions such as call recording or distributing calls to the right personnel even when a customer doesn’t click the callback widget.

Person using a laptop at work

Why sales teams should care about customer call-back solutions.

Google and IPOS did a survey of 3,000 mobile users, and 47% said they were more likely to explore a company’s competitors if there wasn’t a way to directly call the company. Additionally, 27% of them reported they would trust company less when there isn’t a way to connect by phone. This shows that for greater sales, companies need to provide the opportunity to be called by customers. That said, analog calls just don’t quite cut it in the digital age, so here’s 3 reasons why sales teams. 

Digital call-backs quicken responses to customers

In a fast paced lifestyle where consumers expect quick or even instant responses to their needs especially online. In fact, 35-50% of customers go to the business who responds to them first. It’s a case of the early bird gets the worm, so companies that have an easy call-back solution are more likely to capture leads.

Eliminating hold time improves customer satisfaction

Small-Medium Enterprises (SMEs) may be short-handed when it comes to handling calls, and larger corporations may experience periods of high call volume. As a result, calls may either be missed or customers have to be put on hold. 

That said, 82% of customers expect their calls to be answered in less than 15 mins, and 62% expect it in less than 5 mins. Call-backs can defer calls until volumes are more manageable, and customers are much more willing to have a call-back than being put on hold. This enhances a customers’ experience with a company, thus improving the chances of a conversion.

Customer call-backs allow capturing of actionable data

When a website visitor requests for a call-back via the widget, sales teams can receive the caller’s name, number and email. 

Aside from caller demographics, call duration, and dropped calls, a call-back system can give your business access to deep call metrics like IP address, UTM source, keyword, and campaign, not to mention features like call recording and transcription. All these variables can then be optimised to further improve sales in the future.

Screen with sales analytics

    Sales calls are an integral part of a sales process, because customers have gone digital.

    Out of the 416 million internet users in Southeast Asia alone, 83% have purchased a product on service online in a month. With such a large consumer base online, and 61% of them finding it important to call a business at the purchase stage, it’s clear that companies still need calls to close sales. This is why call-back solutions which offer greater functionality beyond analog calls—such as call scheduling and call tracking—will improve both sales and customer experience.

    Find out how your business can benefit from a call-back solution—sign up for a free trial! 

    Grow or die trying,

    Jiong Han


    You are reading the Business Development, Services and Marketing (BDSM) Blog. Named to reflect the punishing amount of discipline required to master the core tenets of the industries we service, we blog about current affairs, industry tips, tech developments and more.

         Written by

        Jiong Han Ng


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