If you haven’t said it yourself, you’ve likely heard someone else say, “Can’t I just talk to an actual person?” Phone trees can be miserable with their confusing options, long hold times, sometimes shrill hold music, and other annoyances.
Despite the increase in web-based retail and customer service, over-the-phone service remains a crucial component for any business that prides itself on offering a great customer experience. So, what are some things your business can do to help ease the agony of waiting on hold?
Simplified Options
One of the most obnoxious challenges of navigating a phone tree are the number of choices they often present callers. According to a Shep Hyken article on the subject, “it’s not uncommon to have eight [options]”. That’s a long list, especially if the caller isn’t sure whether his or her issue fits best under one option or another. Clarity is key.
A list with options like Sales, Support, and Billing is far easier to deal with, so if you can pair the list down, consider that a priority. Hyken even suggests that even if you need more than a few choices, you can still break the groupings up for “when the customer advances to the next branch on the tree.” For example, Sales might lead to another list with the different kinds of sales your business does (e.g. Outdoor Furniture, RVs, and Hot Tubs).
Companies with confusing phone trees often end up with customers in the wrong department, which Hyken describes from a personal experience: after enduring a 7-minute wait, an employee came on the line. After he explained his issue, “She politely informed me that I had pressed the wrong option. I should have pressed number three, and she would be happy to transfer me.” (It got worse, though, because when he was transferred, the automated system told him the wait was now 18 more minutes!)
Transparency
Whether your business uses an actual automated phone tree, or whether you simply have an operator who picks up and directs calls, transparency is paramount. No one likes long hold times, but you have to be honest about them. This is not a good kind of surprise. If there’s a long hold time, be up-front tell the caller—and if at all possible, offer a call-back option.
While customers are waiting, this is also an opportunity to inform them about any self-service options that could speed things up for them. While this won’t appear to everyone, Hyken’s research showed “that 71% of customers are willing to try self-service.” That’s a great way to alleviate their frustrations and take strain off your phone system.
Great Service
We all know that we should thank customers for calling, but we should also remember to acknowledge and even apologize for long wait times. This sympathy doesn’t solve everything, but self-awareness is better than pretending to be ignorant.
Additionally, it’s important to make sure everything can be done to meet the customer’s needs while he or she is on the phone. If the customer has to call back for the same issue, that’s not a good experience for anyone. This includes avoiding transfers when possible, as the longer the customer has to stay on the line without getting anything done, the shorter his or her patience will grow.
A Salve for the Pain
Besides overhauling your phone system, one of the most important steps you can take is to ensure your staff is well trained and empowered. That way, when issues come their way, they’ll have both the knowledge and the ability to satisfy your customers. This will lift your company’s overall customer experience.
One way to test your over-the-phone experience is to call your own number and listen to what it’s like. At a minimum, this will help you root out obvious problems, like ear-piercing hold music, static, or any other technical nuisances. But if you really want to capture the perspective of a customer, to really get a sense of how easy or difficult the phone tree is to navigate for an outsider, consider hiring a mystery shopping firm to test your system.
At The Brandt Group, we consider mystery phone shops to be one of our core services. Even though so much of commerce has moved to the Internet, we believe that over-the-phone customer service remains a key distinguishing feature of successful companies. The ability to interface with people (in-person and on a phone call) sets your business apart from the dime-a-dozen big box stores and online retailers.
Reach out to us and request a complimentary phone shop so you can get a sample of our services. We’re confident that you’ll agree that mystery shopping is a tool that will help you take your business to the next level.
