How call tracking and IVR functionality may be helpful for your business

You may have come across terms such as “call tracking” and “IVR functionality” in your Еresearch, but how are they helpful for businesses like yours?

That’s the topic we address in this post. Below, you’ll learn what these services are, how they work, and the benefits that they could bring to your organisation.

What is call tracking software?

Call tracking software records

information associated with your incoming and outgoing phone calls including audio data, call location, and so on. Businesses and marketers use call tracking to improve customer service, operational efficiency and business intelligence.

How does call tracking software work?

Call tracking software is able to collect information via the cloud. When a customer makes a call that funnels through a VoIP service (or similar cloud-based utility), it creates a record of the interaction. Because it is digital, call tracking software allows companies to tie customer journeys to specific phone numbers, discovering their primary marketing channels. Callers can contact firms via programmable webpage buttons, mobile, or conventional landline.

Businesses that can use call tracking

Businesses that can benefit from call tracking include:

  • Mortgage brokers and lenders
  • Dealerships and service centres
  • Educational institutions
  • Outsourced IT services
  • Hotel and travel companies
  • Real estate brokers
  • Legal firms

In each of these cases, businesses can benefit from knowing where a caller came from and collecting their number. For instance, real estate brokers can add prospects’ numbers to their database and later call them up to market deals. Lenders, legal professionals and dealerships can do the same.

What is Interactive Voice Response (IVR)?

Interactive Voice Response (IVR) is software that delivers pre-recorded responses to callers, without the need for them to interact with an agent. Many firms use keypad-based menu options to direct callers to information or representatives who can help them.

IVR functionality

IVR allows businesses to route calls

to relevant departments. For instance, a caller might need to contact the billing department, a technical support team, or a consultant who can assist them with a business problem.

However, IVR functionality goes beyond this. For example, some firms use IVRs to let people inquire about their account balances, look up information about products and services, or fill out forms. They may also enable them to make small payments or transfer funds over the phone, set up new PINs and passwords, and receive promotional messages. In the past, agents would have carried out all these processes, but now they can be done with the help of machines.

Benefits of using an IVR system

The advantages of using an IVR system include:

  • The ability to prioritise incoming calls based on value
  • Reduced costs owing to higher automated query resolution
  • Enhanced caller experience and predictability
  • More conversions
  • Less time spent processing mundane issues and performing rote tracks
  • The ability to scale infinitely
  • The ability to collect important marketing feedback data


In summary, using caller tracking and IVR software positively affects your business. It saves both time and money, and allows you to meet customers’ needs faster. As a data-driven technology, it may also help with overall business digitalisation.