By Chad Everaert

Leveraging technology systems for business can be a slippery slope.  There is an endless flow of purpose-built software and hardware systems designed to encourage businesses of all sizes to personally take control over many systems and procedures that were historically managed by third party companies.

As a self-confessed autodidact, I would never fault anyone for attempting to do something for themselves; whether it be out of pure interest or economics.  But the mass migration to the “do it yourself” isn’t a one size fits all approach and may not be the best solution for your business.

For the sake of discussion, think about this:  If Leonardo da Vinci were alive today and you plunked a laptop on his desk loaded with the latest Adobe design suite, would he be able to simply create a masterpiece?  Would he even know how to turn it on?  Would he even want to work in that medium?  It may be a weak argument, but the point is that just because a tool exists, doesn’t mean that any average Joe can pick it up and master it.  Professionals still exist for a reason and hard-earned experience is what got them to that level of knowledge.

Business telecommunication systems are a great example of this. Every year the software gets better, cheaper and more globally accessible.  Companies are moving en masse to software based phone systems which allow businesses to upload their own hold music or message content directly to the cloud for broadcast to callers.  In most cases, this is a convenient option to help mitigate additional hardware costs for businesses wishing to enjoy the benefits of hold content.  But does is make you an expert voice talent? Does it come with 30 years of experience in effectively marketing to callers waiting on hold?

Many of these systems also come with pre-loaded music content.  The commission driven telecom sales associate will likely be quick to tell you that this will save you tonnes of money by replacing the need for on-hold content.  This is simply not true.  While music is far better than dead air, it’s a proven fact that 88% of callers prefer message on-hold, and there is simply no comparison between music and custom messaging.  You need to communicate with your waiting callers if you want to keep them engaged.  And speaking the proper language is the only way to do that.

I’ll say it again…. professionals still exist for a reason.  When it comes to managing your business communications, you need more than just the tools.  You need someone with the skills to use them, and employ them to your benefit. :)

Learn more about how we can help you communicate with your callers HERE

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