By Chad Everaert
So the credit card has been approved and payment has been received. The sale is now over, right? Wrong. This transaction is just the beginning. The interaction and experience of the sales process can often be a determining factor as to whether that customer will return to you make a purchase again, and how likely they will be to recommend you to others.
There are many ways to purchase products and services these days: online, in-store, television shopping, telephone. For the purpose of this discussion we are going to focus specifically on the telephone. Whether the caller is making and inquiry or looking to place an order, they have chosen to spend some of their valuable time contacting YOUR BUSINESS and that time should be respected. You have the power to influence the emotions of your customers. It’s vital to your reputation to ensure that their experience is positive from the moment their call is connected. Especially if you’re hoping for referrals.
Good News Travels Fast. Bad News Travels Faster
A study by Ford Motor Company in 1986 found that a person with a complaint will tell 22 people, whereas they are only likely to share good news to 3 to 5 friends. Now apply the findings of this study to the communication channels of 2020. One negative review has the potential to be seen by thousands overnight. This happens so frequently that there are actually businesses that specialize in burying these online reports to preserve the reputation of the business. A costly endeavour for sure.
What Can You Do?
So, if prevention is the goal, then providing a positive caller experience is the smart play. If your phones are answered by a live person, ensure they are picked up in within the first few rings, and that the employee taking the call has a pleasant, friendly demeanor and possesses the knowledge to direct the call to the appropriate personnel. If you use an auto attendant or IVR system, have your recordings written and produced by an experienced professional trained in creating content for these types of systems.
If you have moderate to high call volume you’ll likely be placing callers on hold regularly. Studies show that 88% of callers prefer on-hold messaging over music, radio or silence and that 16-20% make purchases based on offers heard on-hold. They are also very effective at educating callers and keeping them entertained which leads to more efficient transactions and happier customers. Again, working with a professional who specializes in creating on-hold content is advised as there is specific language criteria used in communicating with callers.
Call your business. Ask a few friends to do the same. Gather some opinions, assess your inbound call strategy and adjust wherever necessary. And then sleep soundly knowing you are creating a positive caller experience on every call.
Stats courtesy of:
-Ford Motor Company
-Stan Rapp and Tom Collins of Maximarketing
