CallTrackingMetrics Case Study: CAPT. DAVE'S

• 应用基础设施与中间件 - API 集成与管理

• 销售与市场营销

• 软件设计与工程服务

Captain Dave’s Dolphin and Whale Watching Safari, based in Dana Point, California, manages dozens of inbound phone calls daily from tourists seeking information about the tours and to make reservations. The company wanted to know which of their advertising channels were delivering the highest number of phone conversions and therefore the greatest return on investment. They were also interested in improving their customer service by monitoring and recording all their phone calls. The company was using Google Analytics to monitor online bookings and asking people on the phone about how they found out about their business. However, this method was not providing them with the detailed insights they needed.

Captain Dave’s Dolphin and Whale Watching Safari is a top-rated tour company based in Dana Point, California. The company offers dolphin and whale watching cruises aboard unique catamarans, with exclusive features such as underwater viewing. They manage dozens of inbound phone calls daily from hopeful tourists seeking information about the tours and to make reservations. The company is committed to providing the best customer service and is always looking for ways to improve their operations and increase their return on investment.

The company decided to use CallTrackingMetrics (CTM), a call tracking and contact center solution, on the recommendation of their agency partner managing their paid advertising efforts. They started with about a dozen numbers that they allocated to different campaigns across Google, Facebook, Yahoo, Bing, and other channels so they could track which sources were contributing to phone calls and conversions for the tours. As the company became more familiar with the CTM software, they realized they could utilize some of the call recordings to manage their team and provide better customer support. They ported the company’s main line over to CTM and ditched their former hard phone and provider, saving the company hundreds of dollars in hardware costs. Now, their team of 5 agents are able to manage everything through CTM’s softphone and cloud-based platform.

• The company was able to monitor and record all their phone calls, providing full transparency into what’s communicated on phone calls with customers.
• The call recordings became an essential part of the company’s training toolkit, allowing them to improve their agents' performance on calls.
• The company was able to save hundreds of dollars in hardware costs by switching to CTM’s softphone and cloud-based platform.

• 35% call conversion rate, up from 25%
• Saved hundreds of dollars in hardware costs