by Francine L. Huff, Journalist
Customers whose contact with a firm takes place entirely by phone may judge that company by its telecommunications capabilities. Small businesses can establish a big business presence by choosing a phone system that best fits their particular needs. Having the right equipment and knowing how to use it properly can play a major role in the impression a company makes on such consumers.
Improving Communications with Customers
Business phone system upgrades aren't just for improving employee communication. The right combination of features (such as being able to dial an employee by name as well as extension) can both enhance the customer's experience and shape their impression of the company. Long holds, being routed and rerouted to the wrong person, or poor sound quality can irritate consumers and create a negative impression. With so much riding on a good decision, smaller businesses should research and evaluate all their options before purchasing a new business phone system.
 |
||
 |
||
When analyzing office phone systems, small businesses should make sure each of their candidates perform the following:
- Answers calls efficiently
- Transfers calls internally or to mobile phones
- Makes it easy for customers to leave messages and employees to retrieve them
- Forwards calls and information
- Collects customer data for quality control or marketing efforts
Choosing a Business or Office Phone System
Businesses can choose between analog and digital phone systems to improve the function of a company's communications. Analog systems are less expensive and the sound quality is a bit richer. Digital sound is clearer and its greater data-carrying capability allows more features to be included in the systems. Digital systems also provide more range for cordless phones.
After choosing between analog and digital phone systems, consider the handful of options that your selection offers. What is right for one industry could be very wrong for another. For example, interactive voice response and other similar technology might be perfect for streamlining the workflow for a high-volume technical support line, but a disaster for a sales office where having every call answered by a "real person" could be paramount.
Evaluate Phone Interactions
Once a phone system is in place, it's important to monitor the length of calls and even to record interactions with customers to improve the overall customer experience. While it may be tempting for small businesses to use email and self-service to handle customer inquiries, you generally get what you pay for when it comes to customer service. Customers frustrated by the lack of complete answers or human contact might decide to take their business elsewhere.
Another factor driving the quality of a customer's experience is communication between employees. Customer service can be hampered when, for example, a support person takes a call and doesn't know that the customer called two weeks before with the same problem. The employee may ask all the same questions again, irritating the client and making him or her feel unimportant. A solution as simple as a complaint tracking number and problem summary data could avoid creating that impression. A CRM system that integrates software and phone capabilities can allow employees to communicate with the home office and access databases and other critical information.
Every customer service encounter should be considered an opportunity to create a positive impression. Office phone systems need to allow salespeople and repair or support staff to have reliable communication from the field. Small businesses in particular can increase their profitability and their customer contacts by choosing a phone system that offers the ability to evaluate interactions with people quickly and efficiently.
Sources:
BNet.com
HelloDirect.com
Francine L. Huff is a freelance journalist and the author of The 25-Day Money Makeover for Women. She has appeared on a variety of TV and radio shows.
