4 Ways Your Phone System Can Improve Your Customer Support
‘Preaching to the choir’ is an expression which comes to mind when someone tells business owners that the customers they already have are important. Of course they are. Having said that, in today’s commercial environment, there is an increasing focus on customer experience. From an existing customer perspective, the most critical function to get right is of course customer support and service, writes Neil Doyle from Blueface.
Customer support or service interactions have the potential for a wide variety of outcomes – both good and bad. Customers contact your support team when they have an issue. Understanding this and making the interaction as efficient and effective as possible should be your goal. If you deal with the issue well you’ll have a happy customer, and potentially positive recommendations. Worst case scenario, you could be losing business.
How you use your phone system can be a key determinant of how your customers perceive your support service and their experience with your organisation. The option for the customer to speak to someone in the business over the phone is a communication method commonly offered in customer service. However if your employees are picking up the phone to someone who has already been transferred two or three times, you’ve already given your customer a bad experience.
Identifying ways to improve the experience your customers have with your support function, or company as a whole, can be tricky. One place to start at is when your customer makes the call. Here are four ways which your phone system can improve your customer support experience, before and during each call:
1. Use interactive voice response with time of day settings
Interactive voice response (IVR), otherwise known as virtual receptionists are used to direct those calling your business to the appropriate person by providing a menu of options which the customer can select. The longer your customer spends on hold or being transferred from department to department the more you are failing in providing them with an efficient and effective interaction.
Everyone has had poor experiences being left on hold waiting to be transferred. Use an IVR and avoid subjecting your customers to this. When constructing your menu, ideally have an option for each of your main customer facing departments. You should also finish with something similar to ‘for all other queries press 0’. This means even if your customers are unsure, they still have an option to press.
Time of day settings allow you to provide different instructions or menus depending on when a customer calls. For example, if a customer calls outside of office hours you can play a message which tells them your office is closed, what time it will be open at and provide an alternative contact method such as your customer service email address or a specific out of hours number. Accurately setting the expectations of your customer in terms of response or resolution time is critical for good customer service experience.
2. Use ring groups
A ring group is a feature which allows a number of phones to ring when one number is dialled. For example, when a customer selects the menu option for support on your IVR, it is possible to have every team member’s phone ring. If each team member’s phone is calling the chances of the call will only be missed or not answerable immediately if the whole team is already busy.
Using a cloud phone system it is also possible to add extra steps if the ring group goes unanswered by the whole team. After a certain amount of time, you could redirect the call to the department manager before eventually to a voicemail box. A common mistake that businesses make is not having a voicemail box as the end point for every possible path a call can take. After waiting on hold to speak to someone and being transferred around the sound of a disconnected line is disheartening to say the least.
Adding a voicemail box will allow you to set a voicemail greeting which can explain that all employees are busy for the moment and once again offer an alternative means of contact.
3. Everyone in your organisation needs an internal transfer number accessible via a centralised document
From time to time a customer with an issue is going to call the number for a different department or pick the wrong menu item. In this case, the first step is to get them talking to someone who can help with their problem. This means call transfer.
With a cloud phone system, setting up internal transfer numbers such as 102 or 2007 for each employee can be accomplished with ease. Make sure that each member of your organisation, with a priority on those which are customer facing, have an internal transfer number set up.
An updated and detailed list should be kept centrally via a resource such as Google Drive or Office 365 with each person’s transfer number. Using this, whoever takes a call should be able to easily transfer the customer to the right place. It certainly beats asking your customer to call the organisation’s main number again and dial 3 for support.
4. Integrate with your CRM solution
If you are using customer relationship management software, investing the resource in linking your phone system and CRM together could be worthwhile. The outcome of this is that calls made to and received from your customers will be automatically logged in their records on your CRM.
Your employees will be left with a complete overview of each interaction with a customer. The automatic logging of calls can help your employees with the notes which they leave for each log. Rather than focusing on recording that there was an interaction, they can record more insightful and specific details relevant to each individual call. This holds untold value for future interactions with a customer or for when a new starter takes over responsibility for looking that client due to the extra information they will have.
Improving the customer service experience your business provides takes time, and a commitment to doing so. Often, I have found from talking to our customers that the main pain points they experience are simple things such as getting in touch with us. Setting up your phone system with your customer in mind is the first step in providing excellent customer service across your whole organisation.
Written by: Neil Doyle, Marketing Executive, Blueface – unified landline and mobile communications for a smarter business
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