Archive for June, 2012


The ringing phone or the waiting customer?

How do you decide whom to help?

How many times has this happened to you? Your front door opens, and in walks a new customer. At the same moment, the phone begins to ring. In a lot of small businesses, answering the phone and helping the walk-in customer both fall to the same person. Do you let the phone ring? Or do you hold up your hand to the customer, in the unspoken language of “wait,” and answer the phone? Which customer is more important?

 

Making both feel important

That’s right…both, and it’s your job to make both feel important. So how do you do that? First of all, have a backup plan for you phones. It doesn’t matter if it’s a customer walking in the door, or one more line ringing that you can’t answer, you need to have a backup plan for your phones. Tip: A busy signal isn’t a backup plan! If you’ve chosen to live answer every call…if that’s your effort, and you’ve determined that is the best approach, it still will be a good idea to have a well-designed Auto-Attendant as a backup plan. At some point you will need it.

The easiest thing is to let the phone ring to your backup plan while you help the walk-in customer. The live person can see your actions; the caller can’t. The caller doesn’t know whether or not you are deferring her. The walk-in customer does. So help the walk-in customer. Let the call go to your backup plan.

That doesn’t just mean letting the call go to your normal voicemail that says, “Sorry. We’re closed.” If your Auto-Attendant is a backup for a primary live answer, you can design it to help the customer. Here are some tips to include in the greeting:

  • Let the caller know your staff is busy.
  • Give the caller options to reach people or departments for which he may be calling. You may not need to handle his call at all!
  • Provide a voicemail option if the caller really would rather leave a message. But give him some kind of promised follow-up time for his message. (“We promise to call you back within the next two hours.”)
  • Ask the caller to hold (and if your system supports it, give him the option to wait in queue). If your phone system doesn’t support a caller waiting in queue, you could answer the phone and ask him to hold. But make sure you wait for the answer! The caller may just need to transfer to another person, so you can quickly handle that for him without neglecting the walk-in customer. It really is a juggling act!

 

Be confident of your backup plan

Test your backup plan. Make sure that if you’re on the phone, calls will be handled properly. Nothing is worse than “thinking” it works, when it really doesn’t. Or it sounds poor. Or it doesn’t provide the options you thought it did. Test your backup plan. It’s not a “plan” unless it’s been tested!


Effective Auto-Attendant use

One way to make effective use of both a live answer, and an auto-attendant system, is to use the Auto-Attendant as a backup. Rather than letting the phone ring when your normal receptionist is busy, hoping that someone else will pick up the phone, direct it to your Auto-Attendant. The really beautiful thing is that most phone systems include a basic Auto-Attendant in them, so it’s simply a matter of turning it on or setting it up.

Here’s a significant advantage: your receptionist knows how to direct callers efficiently to the correct places. If that person is busy, and you allow the phone to ring to whomever might answer, not only will you take someone off-task, but that person isn’t used to answering the phone. The greeting that person uses, and her familiarity (or lack of) with routing calls could provide a negative caller experience.

Using an Auto-Attendant as a backup, you get the advantage of a live person answering the phone, while still covering that person when call volume is too much for her to handle, or she is simply tied up with another caller.

Using the Auto-Attendant also gives you the opportunity to highlight a special or promotion that the customer may not have known about. Pizza shops use this opportunity quite a bit to play their weekly special to callers BEFORE they answer the phone live to take their order. Those pizza shops that take advantage of this tool experience a tremendous uplift in advertised items, like extra garlic bread, drinks, and desserts.


What to say when you do answer (Part 2)

Ask how you may direct the person’s call, unless you can answer his or her questions

One thing a lot of companies do that frustrates callers is asking, “How may I help you?” when really what they mean is, “How may I direct your call?” Those greetings give two entirely different meanings to the caller.

The first says: “I’ve reached someone who can bridge between myself and this company, probably looking into any records the company has about me or my purchase, and can probably make a decision regarding my concern.” If that’s truly the case with whomever answers the phone at your business, then including, “How may I help you?” in your script is great.

However, more often than not, when we hear that question, all the person is really authorized to do is transfer your call to someone else who does in fact have the ability to find you in her computer. Do you see the difference? When you hear someone answer with, “How may I direct your call?” you instantly know that this person won’t be the one helping you solve your problem, or answering your question, but she very likely will be a big help in getting you to the right person. The more obscure your question, the more you need this person’s help and knowledge of the inner workings of the company in order to transfer you to the right person. “How may I help you?”, if spoken by someone who really just wants to transfer the call, will cause customer frustration!

So pay attention to these minor word differences when crafting your phone answering script…they can make a big impact on the service you deliver over the phone.

 

Keep a Notepad Handy

Always keep a notepad and pen handy near your phone. When you use it every call, you’ll begin capturing really important information. Start with the name of the caller as soon as he gives it. This way you can use it during the conversation. Use it to refer back to the call, or when transferring the call to someone else.

If you use a flip-notebook, you’ll easily be able to go back and find a name, phone number, or detail that you need later.

One of the things that is really neat about Click and Clack, the Car Talk Guys, is that they use the caller’s name quite a bit, and they deal with a tremendous amount of information on each call! They don’t just remember all that stuff…they’re writing it down as the call happens!

Start doing that yourself and you’ll sound like a hero to your callers!


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