Dynamic Phone Number Insertion for Cross-Channel CRM Tracking

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Solution Overview

Problem

Existing voice call tracking systems are unable to adequately track prospective customer referral or funnel activity on the Internet and confidently match it with subsequent voice calls, limiting businesses' ability to understand customer behavior and optimize call routing and marketing efforts.

Innovation Solution

A cross-channel CRM support system that dynamically inserts specific contact phone numbers on a client's website based on web-based activity, allowing for the tracking and analysis of referral and funnel data, enabling informed call routing and marketing decisions.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Measurement precision

If conventional call tracking systems are used, then basic call counting and marketing data gathering are achieved, but the ability to track and match web-based referral activity with subsequent voice calls is insufficient

Engineering Contradiction:

Improvetracking precisionVSAvoidreferral activity information

Core Design Contradiction:

Measurement precisionVSLoss of information

Solution Approach 1:

The system segments the call tracking process by assigning unique tracking identifiers to different referral sources, funnels, and campaigns. Each phone number is associated with specific web-based activity segments, allowing precise tracking of which referral source generated which call without mixing data between different segments.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The system introduces an intermediary tracking mechanism that bridges web-based activity and voice calls. This intermediary layer captures referral data, funnel information, and user behavior metrics, then matches them with subsequent calls through unique identifiers, enabling confident attribution of calls to specific web-based activities.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Adaptability or versatility

If dynamic number insertion is implemented, then call routing decisions and marketing analysis are improved, but system complexity increases

Engineering Contradiction:

Improvecall routing adaptabilityVSAvoidsystem complexity

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The system performs preliminary actions by pre-assigning unique tracking identifiers and configuring call routing rules before calls are made. Referral data and funnel information are captured and processed in advance, so when a call occurs, the matching and routing decisions can be made quickly based on pre-established parameters rather than requiring complex real-time analysis.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system implements dynamic number insertion that adapts to different web-based activities, referral sources, and user behaviors. Phone numbers are dynamically selected and inserted based on real-time tracking data, allowing the system to be highly adaptable to different scenarios while managing complexity through rule-based automation rather than manual configuration.

Inventive Principle:

Principle #15Dynamics

Data Source

PatentUS9699311B2Systems, method, and computer program product for cross-channel customer relationship management support with dynamically inserted voice call numbers

Publication Date: 2017.07.04 INVOCA INC

AI summary

Disclosed embodiments relate generally to Customer Relationship Management (CRM), and more particularly to a system, methods, and computer program products providing or supporting a cross-channel CRM support system for serving contact phone numbers for display at a web site and using such numbers to track, analyze and utilize prospective customer behavior on the Internet prior to the prospective customer calling the served contact phone number.