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A Call log in CRM is a log of the telephonic conversation between the organization’s sales or support staff and the prospect or customer.
It is a detailed record of the conversation containing the key notes from the telephonic discussion. A call log also contains some metadata information such as date and time of conversation, duration of the call, caller details, whether the call was inbound or outbound, etc. Having these metadata information along with the call note serves as a useful history for future reference of the sales and support staff.
Using a CRM, a call log can be associated with a Lead, Deal or a Contact which provides more context to the call log and provides a historical activity timeline for the Lead, Deal or Contact for future reference of the team members.
Call logging helps organization keep track of the history of their past interactions with their prospects and customers. This has a number of benefits, some of them are listed below:
Call logs are kept for future reference and use. The next time whenever your sales and support staff is interacting with the customer, they are aware of the context well in advance of the call. This way, the sales and support agents can effortlessly personalize the conversation and provide assistance in a more efficient manner. This will ultimately result in better customer experience and they would be more likely to spread the word.
The number of calls and touch points it takes to close a deal may vary depending on a multitude of various factors such as deal size, industry, specific needs of the customer. Hence, logging the various touch points with the prospect be it emails, calls or physical meetings, helps the organization with ample amount of data needed to accurately estimate the amount of time and touchpoint required to close a similar deal in future. You can forecast sales better if you have a good quality past data to validate your assumptions. The data also helps you analyze the root cause of deals lost to competitors.
As a Sales manager, it is imperative to assess the performance of your sales representatives and provide appropriate feedback to them for their improvement. Having a good quality logs of sales activities such as Call logs can serve as one of the important data source for evaluating the team member’s performance.
Depending upon the industry the organization operates in, they are required to follow certain local rules and regulations governing them. Often, many local laws requires organizations to maintain a history of call logs with their customers to ensure the customer’s concerns were addressed effectively within the defined SLA or not. Call logging helps businesses to stay compliant with the needs of the local rules and regulation. This data also serves as a proof of record in case of litigation between the business and the customer.
