DialogTech brings phone call analytics to Microsoft Dynamics 365 for Sales

"Optimize the customer journey for your best leads: phone calls," promises DialogTech, the call attribution platform. The company today announced an integration with Microsoft Dynamics 365. The integration enables companies to automatically capture intelligence on every phone call, caller and conversation generated from marketing within Microsoft Dynamics 365.

The integration automatically populates CRM records with data on every call and caller (even if the call goes unanswered), ensuring accurate and comprehensive customer data.

The value proposition is that marketers gain actionable insight into how every channel, ad, search keyword, web session and marketing interaction drives leads, customers and revenue, whether a consumer converts online or by phone.

Between all those channels for interaction, marketers struggle to measure how each channel generates calls and customers. The ROI on an unstructured telephone call is particularly elusive compared to, for example, a Web-based live chat. DialogTech notes that calls to US businesses from digital advertising are expected to reach over 100 billion in 2017 (the company names no source for this figure), which are captured readily with the DialogTech integration with Microsoft Dynamics 365.

The phone call is hardly "old school"

Phone calls are "the most valuable customer interaction," said DialogTech SVP of Corporate Development & Strategic Partnerships Josh Mallamud, adding that DialogTech brings intelligence to that on the Microsoft Dynamics 365 platform. "Businesses can now access data on both online conversions and marketing-driven phone calls within the platform, giving them a complete view of the customer journey, key data to close the loop on marketing attribution and insights to optimize marketing spend across all channels to drive more revenue more efficiently."