How do business owners perceive customer service?
For many years now I have been an active member of an excellent business forum. A discussion thread on the forum’s WhatsApp feed at the weekend really got me thinking about how business owners perceive customer service and reflecting on my own feelings in that area.
To maintain the privacy of those involved in the conversation I have anonymised their comments as paraphrased below.
‘If they think using a phone whilst driving or working in a vehicle is safe, then I do not need them as a customer.’
‘My business is driver training. I never respond to a text whilst delivering training. This has led to me sometimes missing out on a customer. But, if they think using a phone whilst driving or working in a vehicle is safe, then I do not need them as a customer.’
I think we would all agree that using a phone whilst driving or working in a vehicle is unsafe and to be avoided at all costs. As a potential new customer for the service, however, I would not be aware of that:
- The trainer answers all calls. I might expect them to have support staff to take calls whilst training. Maybe their website portrayed them as a bigger business than a sole trader?
- I would have no idea whether they are delivering training when I call.
- I may have an urgent need to purchase driver training for my business. The trainer may be one of two or three companies that I am calling.
My feeling here is that there is a false ‘either/or’ choice being presented; either I answer my call which is dangerous or I wait until I have finished the lesson. There is at least one further option. Allow Paperclip to answer your calls when you are training.
Paperclip can answer FAQs your caller may have, we can even book in a lesson if we have access to your management software. At the very least, we can explain that you are delivering training and will get back to the caller when the lesson has finished.
There is no need to lose a customer. In fact, as a potential customer, I would be impressed by the service response as outlined above. In my experience, businesses don’t have to do much to provide a better customer service experience than most of their competitors. The threshold is sadly low.
‘It’s really important to set boundaries.’
(Lifestyle coach) ‘In the age of customers being used to and sometimes insisting on an instant reply, it’s really important to set your boundaries. Without them, your home/life balance won’t be in balance at all.’
Absolutely. In fact, one of Paperclip’s customers commented on the thread; ‘I know the anxiety caused by a phone constantly going off…’
Setting boundaries doesn’t mean you have to miss calls and disappoint customers. For many clients, Paperclip answers phone calls during pre-planned ‘do not disturb’ work periods. Many occupations require periods of intense concentration and, as the lifestyle coach points out, we also need to set aside time for reflection and relaxation.
‘You can’t just be sat beside the phone waiting for it to ring.’
‘As long as calls are responded to within the half-day or perhaps the same day I don’t think there is a major issue…you can’t just be sat beside the phone waiting for it to ring.’
I agree with the sentiment of this comment, but there is something missing. When I call a business with a query relating to their product or a service failure the most important thing for me is that I know my question has been heard and is on the supplier’s agenda.
I am, by nature, cursed with impatience! However, speaking to someone, knowing they have noted my issue and given me an honest indication as to when it will be addressed and my call returned is enough for me to move on with my day.
Businesses, large or small, can’t afford to ‘..sit beside the phone waiting for it to ring’. Let Paperclip answer your customers’ calls on your behalf. When was answer your customer’s call we are part of your team. They will be unaware they are speaking to a member of the Paperclip team.
‘I have auto-response on everything.’
I get the ‘auto-response’, ‘auto-text’, ‘auto-email’ thing; and it definitely has a place in certain contexts. I just feel that, as a general rule, it’s preferable to have a conversation with someone. However well written, auto-messages are a ‘one size fits all’ option. They are effectively a receipt to show that my call, text or email has been received but they don’t progress my issue and they can’t give me a clear idea as to when I will get a callback.
Diverting calls to Paperclip means your customer’s query or order is captured, Questions can be asked to gain clarification and, in many cases, the Paperclip team member is able to provide the answer. The 80:20 rule is alive and kicking when it comes to customer queries. 80% of questions are typically simple and straightforward and can be answered by the Paperclip team. You, the Paperclip client, are left with the 20% of questions which require your specialist knowledge and expertise.
‘Delivering instant responses is fine for larger companies…’
‘This instant environment is fine for larger companies who can staff up to deliver it. Smaller businesses usually end up suffering the most when they try.’
In my experience, there are large companies that provide good service and large companies that provide bad service. The same is true for smaller businesses. In other words, in this context, size isn’t important. What is important, regardless of size, is a culture and mindset that treats customers with respect and seek to deliver excellent customer service.
Paperclip offers both large and small companies the opportunity to capture all their customer calls quickly and effectively. They can divert all their calls (full divert) or simply divert calls after an agreed period of time (delayed divert). Either way the customers’ voice is heard.
‘People won’t mind a voicemail…’
‘If you’re busy, you’re probably good. People won’t mind getting through to a voicemail as long as you get back to them; that’s the bit that matters.’
Don’t get me started on voicemail!
Here are a few home truths. It is estimated that almost 70% of people are unwilling to leave a voicemail. In the younger generations, the percentage is even higher. One of the key reasons for not leaving voicemails is that many of us are very poor at finding the time to listen to them and then respond to them – in the case of teenagers, chronically so!
Rather than relying on voicemail, simply have a delayed divert to Paperclip. If, for example, you haven’t answered the call within 15 seconds set a divert to Paperclip and we will answer it for you. Your client believes you have a back office team and is impressed with your professionalism.
‘I just want my voice to be heard’
In summary, I don’t think I am that different from the vast majority of people: I just want my voice to be heard. I don’t want to leave voicemail or fill in a form; I’m not happy with an auto-response; I don’t mind waiting for a response to my question as long as I know it has been heard and is in the supplier’s ‘system’.
As Managing Director of a telephone answering service, however, I do love to hear the phone ringing and, of course, being answered!
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Hi, I’m Anne Batty, Managing Director of Paperclip. I am passionate about customer service. I believe enduring relationships are built on being open, transparent and trustworthy.
I love questions. So, if you have a question relating to telephone answering – pricing, technical, scope and more – I would love to hear from you at anne@paperclip.co.uk or 01246 418181.
Paperclip’s clients enjoy working with us. I know you will too.