Phone Rage or . . . Customer Delight?
In July a few years ago, I received an email that caught my attention. “For a limited time, reserve your official Commemorative Jacket for the Chicago Marathon. Pre-ordered jackets will be shipped in September. Why wait until October—reserve yours today.” (The power of email marketing!)
Since my son Dan ran in the Chicago Marathon for four years in a row, I decided to order a jacket. (In the photo to the right, Dan is the tall guy running in the Grand Rapids Marathon.)
I began to order on the website, but had a question about the jacket. I called the customer service number listed on the website and was surprised when someone (a live human—NOT an automated message) answered after the second ring. The customer service person was knowledgeable, helpful and friendly. This person, and this company’s service resulted in a sale and Customer Delight.
I began to think about how rare it is that when we call a business—any type of business—we can speak with someone immediately, without first listening to recorded voice prompts.
More and more companies use automated systems that take the caller through several—sometimes many—automated voice prompts. It can be frustrating. Like the bank: “Touch two for checking information, touch three for savings information, touch four for money market accounts,” and on and on.
Phone Rage
Customers can become angry and even desperate, after listening to a dozen or so automated messages. You have heard about “road rage” and “air rage,” but phone rage really does exist. Last summer, the Future Foundation announced the result of its astonishing research: centralized call centers now rate above rush-hour traffic and delayed trains as the UK’s most stressful daily experience.
Any Live Humans There?
If your company is one of the few left where a customer’s call can be answered by a real, live human being immediately, that is a big benefit for your customers. If this is the case (lucky you!), be sure to use this fact among your list of benefits in your advertising campaigns, direct-mail letters and conversations with prospects.
Now, large corporations are beginning to realize they need to get the word out to customers to help them bypass automated voice prompts. Recently I saw a CitiCard television commercial with the message: “When you call our Customer Service Department, just touch zero to speak to someone.”
If your clients do need to listen to an automated message when they call your company before speaking with someone, how can you make their calling experience easier?
Put yourself in your customers’ shoes: Do you really want them to have to listen to a long, automated message before speaking with a person? Especially if they have questions that need to be answered? Or an order that needs to be placed?
Four Tips to Make Your Clients’ Calling Experience Easier
If callers to your company hear a recorded message when they call, be sure to let them know in advance that they will reach an automated message first. Then:
1. If your company uses a series of three or more automated voice prompts and choices, let customers know how they can bypass the messages. In many cases, when a caller touches zero (0), they will be connected to a receptionist.
2. Always give customers your extension number. If you have a direct line, that will make life easier for buyers.
3. If you are going to give your cell phone number to customers, be sure to check frequently for voicemail messages and return calls as soon as possible.
4. Always use your first and last name when calling prospects and customers. It is more professional than just using a first name, and if they reach someone else when calling you back, the customer will have an easier time getting through to you if s/he knows your first and last name.
If you follow these tips, you won’t have angry customers who may turn to your competition for help. Instead of angry customers you will have delighted customers, who will probably tell friends and associates about their good experience with your company.
Have you been a victim of phone rage? What was your most frustrating automated phone system experience? Post your comments below.
About The Author
Ann Barr is a telesales marketing success coach with a passion for teaching. She loves helping people who are starting out in new telesales careers and working with experienced sales reps who are looking for new ideas and tips. In addition to presenting monthly e-classes, she writes and edits direct-mail marketing letters and emails for clients. Sign up today for Ann’s free Weekly Sales Tips and get marketing tips and ideas to increase your sales!
29 Responses to “Phone Rage or . . . Customer Delight?”
Leave a Reply
Additional comments powered by BackType
I have to state, you chose your words well. The ideas you wrote on your encounters are well placed. This is an incredible blog!
Salvatore, I’m glad you like the blog. Thank you for your comment!
Phone rage can cost you http://tinyurl.com/2fa4jx2
This comment was originally posted on Twitter
Great blog post.Really looking forward to read more.
Thank you, Roman. Come back and visit again soon!
I have to state, you chose your words well. The ideas you wrote on your encounters are well placed. This is an incredible blog!
Sheryl, thank you for your comment. I appreciate it!
That was wonderful information. You did a good job communicating your message. Keep up the good work.
Glad you like the blog. Come back and visit again soon!
Thank you for your refreshing article. It was a satisfaction reading through it. Glimpse forward to far more articles or blog posts from you!
Thank you for your comment. I appreciate it!
Many thanks for writing this information, I do not know about anyone else, but I could totally make use of it.
Bill, I’m glad you found the information useful. Thank you for posting your comment!
Customer Service can either make or break the reputation of a company.”"`
Rosie, you are so right! And the word spreads quickly when service is not good.
It’s nice to find great posts like this one. Thank you!
I’m glad you like the post. Thank you for your comment!
Very interesting blog. I will return.
Glad you like the blog, Glen. Thanks for your comment!
Just had to take the two seconds to post a thank you. Read through through your website and really liked the articles, bookmarked and I plan on coming back soon!
Thank you, Donovan. I appreciate your comment!
Thanks for creating this great informational resource.
I’m glad you found it useful, Estefana. Thank you for your comment!
Congratulations – you’ve just rated a new admirer :-)
Thank you, Dan. I’m glad you like the blog!
Good thoughts amigo – keep writing!
Rodney, thank you for your comment. I appreciate it!
Resources similar to the one you described here is going to be quite useful to me. I will post a website link to this page on my blog. I am sure my visitors will find that extremely helpful.
Good! I’m glad you found the post useful. Thanks for posting your comment.