Is Your Automated Phone System Turning Off Your Customers?
Automated phone systems are here to stay, so make the best of them.

By John Kinskey

Customers often complain about automated answering systems: “I hate pressing buttons” or “Big companies have too many levels” or “I always just hit zero to get a live person.”

On the other hand, a live receptionist who cannot answer questions and constantly puts callers on hold may do more harm than good.

Automation is here to stay, and callers are becoming more and more accustomed to being able to quickly and easily route their call directly to the department or person they wish to reach.

But, how you implement an automated solution can be the difference between customer engagement and customer frustration.

Automated Versus Live
If you think that you need a live voice to answer incoming calls, you should consider that it depends on what kind of live voice you plan to offer, and how much you are willing to spend.

For example, the owner of a tree service company wondered whether he should hire an answering service to take calls during the day versus letting those calls go to voice mail.

It depends on whether he is willing to spend the money to hire a professional call center with representatives specifically trained on his services, pricing and appointment scheduling, versus hiring a traditional take name and number answering service where callers might be frustrated by the lack of information and having to spell and repeat their name and number.

If the cost/benefit can justify a professional call center, particularly during his peak season, then yes, a live answer option may enhance sales and service. Otherwise, he may be better off using a more cost-effective voice mail solution
If a live person answering your phones cannot add value through knowledge of your business, or does not have access to data so they can answer basic questions, then you may be paying for nothing more than a human transfer device.

For example, some companies have live receptionists who are so taxed by calls they merely find out who callers want to reach and transfer them immediately, with no warmth and barely a “hello.” In those cases, automation would be better and a lot less expensive. Or, if call volume is heavy, automation may be the only option.

End the Loop and Limit Options
Admittedly, some companies have gone overboard and seem intent on blocking calls and providing endless menus and loops.
The key to successful automated telephone systems is to keep the number of options to a minimum and use clear language that gives the caller confidence that their needs will be addressed. For example, consider the difference between: “Thank you for calling Network Services, you have reached us after hours” and “Thank you for calling Network Services, you have reached our after hours customer response center.” The latter immediately conveys an image of service and response, boosting the confidence of your callers so they do not hang up.

And, be sure to always allow the caller to back up or return to the main menu so they are never trapped and forced to hang up and call back. If you offer a “live” option, you may want to make it something other than “0” if you want callers to listen to all options. Many callers hit “0” immediately. Still, the “0” option may be a good thing, because it provides an outlet for callers who refuse automation. On the other hand, it could increase costs by bypassing the automated system you have in place. Also, consider adding an information option for callers who just need basic information, such as your business hours, Web site address, e-mail address or fax number.

Remember, a professional recording is imperative to convey the right image and invoke confidence in your callers. Choose someone with a pleasant phone voice, and record the message in a quiet setting.

John Kinskey is president of AccessDirect Unified Messaging Service. He can be reached at (913) 599-6500 or on-line at www.messagingservice.com.