WHEN YOUR CUSTOMERS COME CALLING: WHY TELEPHONE MANNERS ARE IMPORTANT
by Judi Newman
More business has been lost because of poor service and poor treatment than because of poor product. Yet, it doesn't take any extra time or money to treat people with grace and courtesy; and in many industries, especially insurance, quality of service is one of the few variables that can distinguish a business from its competition. This first in a series of articles by Judi Newman shows how and why good manners make good business sense.
According to IIABA Future One research, price isn't the only reason your customers might decide to take their business to another agency. For example, of the surveyed Personal Lines customers who switched:
- 37% wanted an agent who was more interested in their needs;
- 27% wanted a friendlier agent or agency staff;
- 20% wanted quicker service and problem solving.
That adds up to an overwhelming 84% who switched agencies over customer service issues, compared with only 16% who switched for other reasons, such as price and coverage.
So what does this have to do with how your agency uses the telephone? Plenty! According to a survey by Communication Briefings, a business communications research and publishing company in Alexandria, VA, a startling 82% of businesspeople say the way a phone is answered influences their opinion of the company “a lot.”
Think about how many telephone calls your agency receives. It's not out of the question for an average-size agency to answer the telephone 15,000 times a year. An agency with 30 to 40 people on staff could conceivably get 50,000 calls — every one of which creates some kind of impression, positive or negative. There's no getting around the fact that a significant part of your agency's “image” with your customers comes from the impression that you and your staff create over the telephone.
Does your phone sometimes ring and ring before it's finally answered? Is your receptionist friendly and does she enjoy her job? Does the rest of the staff let her know when they're out of the office, when they can't take calls, when they'll be coming in late or leaving early? Does your agency use an automated answering system that saves you time but drives your customers crazy?
Most importantly, would you feel comfortable asking some of your friends or business associates to call your agency with a problem or a request and report back to you on the impression they received?
Cultivating a professional telephone manner isn't difficult, but it does take a concerted effort. It requires a commitment from both management and staff, reinforced by a set of specific written guidelines. It's more involved than just telling everyone to “be nice” on the telephone; as logical as good telephone manners might seem, we're not always aware of our customers' sensibilities. The telephone, when used incorrectly, can actually create remoteness and detachment without us realizing it. And it's a rare businessperson who doesn't have at least one bad telephone habit that they need to break.
The next article in this series will discuss the importance of the receptionist as the “quarterback” in your agency's telephone operation.
Judith H. Newman is president of Phaze II Consulting, Inc. (Ft. Myers, FL), a management consulting firm for the insurance industry. Phaze II Consulting is the owner of the Master Agency Manager , an IIABA Best Practices Tool. For more information, call (941) 481-6001, (800) 638-0657, or e-mail [email protected].