Call Center Directors concentrate on reducing costs and improving the relationship between the customer and client representative. That's fine. However, there's another element rarely addressed, and that is the recorded message that the caller encounters. It is often a greater source of customer dissatisfaction than the conversation with a client representative and any unfavorable policy regarding the complaint or inquiry. I'll discuss these messages, and describe how they could sour any subsequent interaction with the client representative. My unique perspective will be from the vantage point of a long-time user of call centers, and the frustrations I've experienced. I'll conclude with few tips that go beyond the message itself.
Here are the Don'ts. The most important one is not to regard the call center as merely a cost center whose expense should be minimized. It has the ability to greatly increase customer satisfaction.
Don't let the Phone Ring Unanswered
The absolute worst process is one where the phone is not answered, and simply keeps ringing. Callers are left to wonder if they dialed the correct number, and if they did, how could the company care so little about them. Almost as bad is a recording that says we're closed now, please call back Monday to Friday from 9 am to 5 pm.
Eliminate Dead Ends
Do not design a system that is a "closed loop." This means always enabling a caller to reach a live person. It is frustrating to call and be endlessly routed to recorded messages without being able to talk to someone. Equally bad is making us go through several loops, only to learn that none of the choices cover what I'm looking for. These processes can be made worse by not advising the caller beforehand that there is no one to speak to at this number until after he navigated several loops. Still worse is not providing a number whereby he can reach a human, and not allowing someone to leave a message.
Eliminate Messages that Strain Credibility
- Don't tell me that my call is very important, and then keep me on hold for several minutes or longer. At least tell me the time of the approximate wait, and make sure it is under two minutes.
- Don't tell me that you're experiencing an abnormally high volume of calls, and have that message on all the time to expose the untruth of that statement. If you always have a large number of calls, either you're understaffed or there is a serious shortcoming in the service or product offering. Whichever the reason, fix the underlying problems.
Limit the loops to Two
Don't tell me how to reach a live person only after running me through three or more other options or loops. Tell me early on that if I want to reach a live person, I can dial 0 or # 0, or some other combination, early in the message.
What Not to Put on the Hold Message
When putting me on hold, do not play a commercial for the company or refer me to the company Web site. If the information I was seeking was on the Web site, I would not be calling. If it is there, it is not user friendly and I'm having trouble finding it. In either case, the Web site has failed me; do not refer me back to it. Some callers may not even have Web access, believe it or not.
Eliminate Music on Hold
Tastes in music vary widely. You do not want to alienate callers by playing classical music for hip-hop enthusiasts, or vice versa. Exceptions can be made if you are a country-western radio station, in which case you can play that kind of music. In any case, the admonition of not keeping people on hold for more than two minutes and telling them that is still key.
Avoid Commercials
Do not annoy your callers on hold further by touting your products. They're already annoyed for having to wait.
Minimize Menu Choices
Don't keep transferring me from one series of choices to others. Having to press two menu choices is barely acceptable, and more than that will anger callers.
Avoid Information Easily Retrievable on the Web site
Do not give me basic info. That is available on Web site or is obvious to most informed callers. If it were that simple, we would not be calling. This includes a list of products and services for retailers and stock and price quotes for financial service firms. Get me to a person, or to a single choice of subjects to get me to a live person.
Now we can move on to what to do, rather than avoid. These suggestions go beyond the recorded message.
Courtesy Counts
This is obvious. Phrases that work wonders for me are when the operator immediately says, "I'm sorry you had to wait." The others are spoken at the end. They are, "Is there anything else we can help you with?"; "Thank you for your business."; and "How can I provide excellent customer service?" Top US companies provide these responses.
Pick up the Phone Charges
If there is a toll-free number that accepts sales calls around the clock for orders, then the customer care center should also provide a toll-free number and be available 24x7. Otherwise, the message is that we care about you only when you make the purchase. At other times, you imply that you're available on a limited basis, and only if the caller is willing to pay for the call. A long-term relationship requires more than that.
Extended Hours for Customer Care
It's frustrating to open a product or encounter a service problem only to learn we may need to wait two days to reach help if the problem surfaces late on Friday. An acceptable compromise is for the call center to be open till 10 in the evening and limited weekend hours like 10-4.
Provide an E-mail Address & Phone Number
If referring me to a Web site, be sure the site provides an e-mail address and phone number. New York's Metropolitan Transit Authority & Consumers Report Magazine does not accept e-mails from customers and subscribers, respectively.
Operator Discretion
Empower operators to create innovative solutions that are not on the traditional list of choices, or at least to consult with a supervisor on how to satisfy that customer. If that is not possible, consider offering a small discount for future business.
The above suggestions on enhancing call center operations will go a long way in retaining customers and building goodwill. In a competitive environment, these relationships distinguish winners from losers. People are often willing to pay a premium when made to feel valued and appreciated. Never lose sight of that.
Leon Mitrani is a freelance writer who reports on critical business issues such as call center performance, job search productivity and marketing. He's written several in-house guidebooks on product safety as a manager with AT&T and Lucent. He holds an MBA in marketing and a Masters Degree in Electrical Engineering. He can be reached at lmitrani@rcn.com.
