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Article : Simple Guidelines to Enhance Customer Relations

"This telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us." Western Union internal memo, 1876. Considering the value and importance we place on the telephone today, it's hard to imagine a time when the kind of sentiment uttered by Western Union was plausible. For as much as technological has modernized the way we communicate, businesses consistently rely on the telephone to drive revenue and enhance relationships.

Competitive pressures and the drive to form deeper customer relationships have companies rethinking how they cultivate interaction with customers. Companies continue to look for ways to strengthen and reinforce customer satisfaction levels by reaching out and optimizing customer contacts.


According to a study released by the International Customer Service Association, 70 per cent of customers stop doing business with a company because of a lack of attention from front-line employees. The telephone can be an instrument of success or a tool for demise.

Here are some helpful tips to create the right impression for callers to your company:

  • Ensure front line attendants understand fully why it is important to make the right first impression. Remind them daily of their importance in setting the tone of your corporate personality.

  • Use the caller's name in your conversation. There are very few things that can create a connection like the use of an individual's name. Providing the technology to answer a call by using the caller's name is a tremendous sales tool to arm front-line employees with.

  • When answering the phone, there is only one characteristic being judged - voice quality. Ensure front-line attendants are aware of their telephone voice controlling both volume and speed.

  • Make sure attendants answer with a smile. The caller may not be able to see the smile, but they will certainly hear it.

  • When taking a call, focus all your energy on it. Work is a distracting environment, especially for front-line staff; but when the phone rings, make sure the caller knows they have the attendant's undivided attention. Nothing helps customer attrition more than the feeling of being the only customer the company has.

  • Be as helpful as possible to avoid unnecessary customer delays. Give front-line attendants the tools they need to handle as much of a call as possible. Think about the last time you were passed from person to person within a company.

  • When leaving the line, it is courteous to give callers the option of waiting or being called back. If the caller waits, give progress reports every 30 seconds or so. This lets the caller know that he/she has not been disconnected or forgotten. When you return to the line, thank the caller for waiting.

  • Be enthusiastic and respectful. Create a procedure for dealing with an unhappy caller. If there is a problem, be concerned, empathetic and apologetic. Using these qualities will calm the caller down and bring the conversation back to a manageable place.

The following list represents phrases that should never be used in response to a query by a caller:

  • "I don't know" (Only to be used, if followed by the following phrase, "But, I'll find out)

  • "We can't do that"

  • "Just a second"

  • "No" - find a way to state this positively

The need to differentiate your business from the competition has never been more important. By providing front-line employees with the tools they need to do the job to the best of their ability, you can be certain positive results will be evident through increased revenues and customer attrition.


About Komutel inc:
Company LogoKomutel is an Enterprise Communication Software Developer, specializing in the development and marketing of open-ended and innovative solutions in the telecommunications sector. Komutel, leader in network and platform integration solutions (IT, VoIP, UC, Voice Mail, Mobility, Radio), is a recognized provider of user friendly, versatile and value added solutions. Komutel customers span across many industry sectors such as Health Care, Finance, Insurance, Public Safety, Education and more.
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Today's Tip of the Day - Keep Cost In Perspective

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Published: Friday, January 2, 2004

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