Installers Have to Answer the Call

Is your interactive voice response system losing your security and fire installation company business?

Perhaps I am old fashioned, but I always considered the telephone to be the first link in the business chain, because this is where the first enquiry or request for a survey comes in. In my book, it just has to be answered properly, or you lose the business — and don’t forget that customers come in chains, with one recommending your business to another.

My old family business used to keep track of these customer recommendations, and we found strings of up to 25 customers long. That was all free advertising, and all because we got that first customer contact right.

Your call is important to us

Today it seems we have thrown over these tried and tested ways of coaxing a customer on to our books and settled for the efficiency of a disembodied voice that says, “Your phone call is valuable to us. You now have four options. Press one for sales,” and the whole horrible saga goes on. If your phone call were important, someone from the company would talk to you, but basically it is saying, “Sit down, shut up, and wait until I’ve finished my cup of tea.”

Don’t forget that you always have an option that’s never mentioned. You can hang up and take your business to a company that can find the time to talk to you.

Let’s start at the bottom. The minimum requirement for an NSI- or SSAIB-approved company is that the phone must be answered. A phone that rings without answer is just not acceptable. You must at least have an answering machine that will take a message. The answering machine was the original Metal Mickey that drove your customers elsewhere. (The inspectorates are well aware of this but accept that a one-man business has little choice.) Better still, have a real person at the end of the phone. Then at least your customers will feel they are getting somewhere, but is that enough? It has to be the right person. Is that person interested, knowledgeable, and friendly? If not, why do you employ that person?

I know of only one company that has gotten its automated system right, and that is Virgin Media. The voice always seems happy and helpful — then the company goes and spoils it by outsourcing to an offshore contact centre. On the other hand, during my inspecting days, I came across a one-man installer that had an IVR system, and all four options went straight to his mobile phone. This kind of deception on the phone makes the customer wonder where else he is being economical with the truth — and who’s conning who.

Premium numbers

Today we have a new twist: premium 0844 numbers. Along with 0870 and 0845, these are numbers that can divert you to anywhere in the world. Now you can answer a local call sprawled on a recliner sunbed in Spain whilst suntanned senoritas holding chilled drinks fan you with palm fronds. Then you can issue instructions to your trusted lieutenant back in the old country, whom you think is looking after your business but who is in fact busy stealing your customer base and setting up in opposition. And there you are thinking you have it made.

How do I know? I have had to sit and listen to this tale of woe every time one of these whiz kids has had to come back, pick up the pieces, and start all over again. Life is tough when you are the product of your own disaster.

With the 0844 number comes an opportunity to cash in on gullible customers by screwing them for cash whilst they are asking for your help. Basically, the number has a connection charge (ker-ching — 50p in the pot before a customer has opened his mouth), and then it has a high call rate. The phone provider takes some of the cash. The rest goes to the holder of the number, so the customer is actually paying for the privilege of speaking to your company.

What a great way to make easy money, rip off your customer, and lose business.

The NHS has been known to do this, but I have to deal with the NHS because it is a one-horse race. If I had the money, I would go private just on the principle. By the same token, I will avoid at all costs dealing with any company that uses an 0844 number.

Are you going to be a brave company by disclosing your address, having a local 01 number, and answering the phone with a smile in your voice? Or are you going to hide behind the computer voice and thumb your nose at your customers? The choice is yours.