If you market your service, you need to know which marketing program generated each new lead to effectively determine program ROI and effective allocation of marketing resources. For services, most online marketing generates a phone call, not an online sale; therefore, as a business owner/marketer I need to know what program generated the call, and the caller likely either can't recall or incorrectly recalls where they were online when deciding to call.
With Century Interactive's tracking numbers I know exactly what program generated the call. By listening to the recording of each call I can critique our employee who engaged with that potential customer, thereby improving future conversion of calls.
Oh, and the pricing is superb.
Can't say I dislike anything about their software.
Full featured yet value priced management of marketing phone numbers.
As stated above, correctly allocating new customers to the marketing program that generated the lead - thereby allowing calculation of ROI and determining whether or not to continue to invest in a program or to kill it.
I've utilized similar software before, but at a much higher price. So key benefit is reducing marketing costs allowing more dollars for marketing investment and higher ROI.