5 Reasons Why Your VoIP App Needs Mobile Analytics

How do you collect feedback from your customers currently? If you’re like most businesses, it’s probably through email surveys and other forced forms of solicitation. These methods sometimes work, but there are better ways to measure how successful your mobile VoIP app is. VoIP analytics are one of them.

Your customers are always generating data by using your app. It’s time to put that data to work with VoIP analytics.

Mobile analytics allow you to collect detailed information about how your users interact with your VoIP app. You can track everything from basic usage down to how they use specific softphone features. This kind of feedback is crucial. It helps you prioritize changes, identify bugs and other problems, and improve your marketing efforts.

The VoIP app space is competitive. To dominate it, you need to offer a user experience that caters to the needs of your customers.

Cloud Softphone lets businesses build feature-rich white label VoIP softphone apps complete with advanced mobile analytics. We have over a decade of experience seeing what mobile analytics can do for your communications apps.

We’ve compiled five key areas that we believe show why mobile analytics are essential to your VoIP app.

1. Track Which Features People Use With VoIP Analytics

Offering numerous features is never a bad thing, but you should have a way to track how your customers use them. VoIP analytics show you how users interact with your app.

In some cases, they map out the specific steps a customer takes in your app. They also track events like call times, screen switches, app starts, and more.

Once you know which parts of your mobile VoIP app your customers use, you can focus on improving them, designing them, and building them out further.

Usage patterns also tell you where to spend your testing budget. If a feature sits at the center of most sessions, it deserves the deepest attention from your team.

If another feature barely registers, you can question whether it earns its place in the interface at all.

The Importance of Call Logs

Call logs show you exactly which platform features your customers use. Unlike traditional landline call logs, call logs from a VoIP app reveal the exact features behind every call.

Mobile analytics tools vary in how they collect data. Generally, they’ll highlight your most popular and most overlooked features. This data is vital for SOC 2 reporting, quality assurance, and GDPR compliance.

Both GDPR and SOC 2 require comprehensive records to maintain compliance. Modern mobile analytics simplify that data collection and analysis.

What about product development? Knowing which capabilities are popular and which are underused can help guide your future roadmap. Popular features can get extra quality assurance to improve reliability. Less popular ones might be worth removing entirely.

2. Collect Meaningful Feedback

We mentioned it above, but feedback is something every business needs to get better at collecting. Feedback helps you improve your mobile VoIP app experience. It also shows you what is and isn’t working.

According to the Temkin Group, the average $1 billion company that invests in customer experience can expect to gain $775 million over three years.

Feedback is one of the easiest ways to improve the user experience. Mobile analytics provide enough of it to keep your development and marketing teams busy.

The advantage of VoIP analytics over surveys is that the feedback is passive and constant. You do not have to ask customers to explain their behavior. Their behavior is the explanation. It is recorded in call times, screen switches, and app starts. And it is available to your team whenever they need it.

Mobile Analytics Data Gathering Tools

Cloud Softphone works with industry-leading mobile analytics platforms. Adding mobile analytics to the app you develop through our platform is easy. Some of the top mobile analytics data-gathering tools include:

• Fabric
• Appsflyer
• Firebase (Google)
• Localytics
• Apple Analytics
• AppDynamics

You can integrate these tools with your mobile phone VoIP services for streamlined data collection and reporting.

A Closer Look at the Most Popular VoIP Analytics Tools

We briefly touched on a few options for mobile analytics, but let’s take a closer look at some of the most popular ones:

• Firebase: Firebase is the leading platform backed by Google. It collects a wealth of data about your mobile app that can help identify issues, prove compliance, and drive additional development. You can configure Firebase to collect usage analytics, databases, messaging, and crash reporting. All data goes to a central dashboard, so anyone who needs it can view it on demand.
• Nextiva: Nextiva is a leader in the telecommunications industry. It offers a wide range of business tools, from complete UCaaS solutions to niche products like its Business Intelligence Analytics tool. Its call reporting, monitoring, and analysis capabilities might fit your company well. But they also risk offering features you might not need.
• Fabric: Fabric’s business model has changed since its early days as a leader in mobile analytics. Now it collects data from entire industries and applies it to use cases beyond mobile platforms. It might still be worth exploring, but its lack of focus can be a drawback depending on your needs.

3. Boost Your Marketing Efforts

Marketing is more than an advertising tool for your business. Your campaigns can also nurture, educate, and inform your users. Once you identify which features your users enjoy, you can build content around them.

Here are a few simple ways mobile analytics can improve your marketing campaigns:

• Validate your popularity. Use in-app statistics, social proof, and other validators to showcase your app’s success to current and future customers.
• Ease customer friction. Use the information you gather to develop content around common customer problems. If users struggle with a feature or don’t know how to configure their settings, create content that solves those problems. It will be relevant now and keep offering value later.
• Improve marketing efficiency. Mobile analytics also track new account registrations, total app opens, and other data that helps you determine your ROI.

VoIP analytics also tell you when to run a campaign. If usage data shows a spike in a specific feature after an update, that is the moment to promote it.

Marketing built on real behavior will always be more relevant than marketing built on assumptions.

4. Improve Development Efforts

Your mobile softphone app needs to support 34 iPhone models and more than 24,000 Android models. That’s a lot of mobile real estate to cover. Mobile analytics help by showing you which devices your customers actually use.

Maybe a large portion of your user base runs a phone with a known defect. That knowledge alone matters. It can save you the time and money you might otherwise waste troubleshooting it.

There is a development-side benefit as well. Crash reporting and device-level data show your engineers where problems actually occur, not where they guess they occur.

That shortens the path from bug report to fix. It also keeps your roadmap focused on the devices and operating systems your customers carry in their pockets.

Mobile communication apps made through Cloud Softphone automatically support all of these devices and more. In most cases, we provide same-day updates when new versions of iOS and Android are released.

5. Better Customer Segmentation

You don’t market the same way to all of your customers. A successful strategy focuses on a specific target audience, their pain points, and what you can offer that segment.

Mobile analytics make it easy to build targeted campaigns that appeal to a specific segment of your customer base.

You can sort your customers based on data like:

• Initial account creation date
• Total app usage, including specific features
• How often do they engage with promotions
• Location

Customer segmentation lets you market with pinpoint accuracy. That’s what increases marketing efficiency and reduces advertising waste.

Segmentation also supports retention. A customer who registered years ago and uses the app daily needs a different message than one who signed up last month and has gone quiet.

VoIP analytics let you spot the difference early. You can reach the quiet accounts before they churn and keep the loyal ones engaged.

Every VoIP app needs analytics. The real decision is how you get VoIP analytics into production: build the tracking yourself, or launch with it already integrated.

Guessing which features matter, which devices cause trouble, and which segments to target gets expensive fast. Cloud Softphone puts mobile analytics and premium functionality in the same package, so you don’t have to choose.

Here are just a few reasons why Cloud Softphone is the right choice for your VoIP app:

• We’ve enabled over 140 million endpoints
• Save hundreds of thousands on development, support, and maintenance costs
• Get access to the richest feature set on the market
• Best-in-class encryption implemented by PGP creator Phil Zimmermann
• Build your mobile communications app in hours, not months
• Receive the support you need during development and after the launch
• A transparent fee structure that is easy to understand
• Best in class push notifications

Cloud Softphone has worked with communication service providers for over a decade. We help them build mobile communication apps that deliver both quality and functionality.

If you have questions about Cloud Softphone and how it can transform your business, contact us today to book a one-on-one demo.