The data in this study comes from the DialogTech voice management platform, a marketing analytics solution used by thousands of brands and agencies to attribute, personalize and optimize inbound phone calls to businesses. The DialogTech platform tracks nearly 20 million phone calls a month generated by digital advertising, offline marketing and website interactions.
By comparing call volumes during yesterday’s eclipse with an average Monday afternoon, some startling trends emerged that illustrate the nation’s fascination with the eclipse, which while a wonder to behold, also had a significant impact on US businesses. During the hours of the eclipse, US businesses nationwide experienced an average decline in inbound calls by 9 percent, according to data analyzed by DialogTech’s Analytics Services team.
The drop in customer calls to businesses was especially pronounced in those states within the eclipse’s path of totality, a 70-mile wide area that moved from west to east, stretching from Oregon to South Carolina. Those areas experienced reductions in call volumes as high as 42 percent.
“There is a misconception that because the eclipse happened during lunch hour, the financial impact was minimal,” said Alain Stephan, SVP of Analytics Services at DialogTech. “But this is simply not true. The data DialogTech captures for businesses shows that, for many industries, mid-day is when inbound call volumes are at their highest, with consumers calling during lunch breaks to make doctor’s appointments, schedule test drives at their local dealership and make vacation plans.”
According to data from the DialogTech study, the top 10 states impacted by reduced calls to businesses during the eclipse were:
- Wyoming: 42 percent reduction in calls
- Louisiana: 27 percent reduction in calls
- Tennessee: 26 percent reduction in calls
- Missouri: 25 percent reduction in calls
- Alaska: 23 percent reduction in calls
- South Carolina: 22 percent reduction in calls
- South Dakota: 21 percent reduction in calls
- Nebraska: 20 percent reduction in calls
- Kansas: 19 percent reduction in calls
- Oregon: 18 percent reduction in calls
Inbound phone calls are effective revenue drivers for most businesses. A recent Forrester study found that “customers who initiate inbound calls convert to revenue faster, spend more and have a higher retention rate.” And thanks to smartphones, calls from digital advertising are on the rise: studies show that search, social and display advertising will generate over 129 billion phone calls to US businesses this year, up 19 percent from last year.
The drop in customer call volume due to the eclipse and associated loss of revenue yesterday adds to the already gloomy cost of the eclipse to many businesses. One study estimates that the eclipse cost US companies nearly $700 million in lost productivity.
You can access the DialogTech study at dialogtech.com/blog/news-and-trends/solar-eclipse-blacks-out-calls.
DialogTech provides actionable marketing analytics for businesses that value inbound phone calls. Consistently recognized as the leader and pioneer in call analytics and optimization, DialogTech is the trusted voice management platform for Fortune 500 brands, agencies and fast-growing companies. From call attribution to conversation analytics to caller experience optimization, only DialogTech has everything marketers need to drive the conversations that drive revenue. For more information, visit dialogtech.com.
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