10/ 31/ 2002
by Jeffrey Moses
It happened again yesterday. I got caught in an insidious automated telephone answering system.
I needed to speak with a customer service representative about a credit card charge. Only a real live person would be able to answer my question. Automated balances, credit limits and past payment information wouldn't help me.
I was greeted by a pleasant pre-recorded voice telling me that I needed to listen to all options, because they recently had changed. I immediately punched "O" in an attempt to bypass the message system and be connected with someone, but was informed that I had made an invalid selection. Patiently, I listened to the five options, then chose one that seemed to present the best chance of reaching someone. No luck. To make a long story short, I finally reached a customer service rep, but first had to navigate my way through a confusing and frustrating maze just to speak with someone.
Is this any way to treat a customer? I guarantee that if your automated answering system even approaches the level of user-unfriendliness described above, you'll be losing customers daily.
The worst part is, you'll never even know that you lost them. They'll simply call one of your competitors. They certainly won't call you back to tell you about the poor impression you made. Why should they? They'd have to spend time wading through the voicemail maze again.
Assure that your phone system is not only customer-friendly, but also inviting:
- Enable customers to be put through immediately to a real live person when pressing "O." Make sure that the initial set of choices includes this option.
- Consult with your employees to determine what customers are calling about. These needs should be addressed in your answering system.
- Test the system regularly to make sure it's working properly. Don't wait to be informed by a customer that something in your system is faulty.
- Finally, consider not using an automated system at all. If your level of business warrants it, hiring a receptionist to answer the phones will enhance your image immensely. Customers love to be greeted by a person who can answer their questions or direct them to someone who can.
