Coaches Corner by Sam Weaver
Dial 0 For Automated Frustration …
Every time I call a station business line and get an automated phone system, the Disney Institute book “Be Our Guest” pops into my head. They were all about customer service. These systems have become increasingly important but have made it harder for the outside world to connect with stations and cluster personnel. Believe it or not, a lot of people still like to call and talk to a human being.
You’ve Reached The Main Menu…
Don’t you love it when an automated system tells you to push zero if you don’t know the extension of the person you want to talk to and you get another voice prompt that bounces you back to the previous prompt? And some systems ask you to spell the last name of the person you’re looking for. I don’t know about you, but I’m usually too slow and I get kicked over to the operator which I assume is going to be a human being. But, instead of a person, I get another prompt telling me to leave a message for the receptionist. Don’t be cheap, invest in a good system.
It’s So Frustrating…
Here’s another one of my favorite automated system’s “failure to communicate” stories. You call and navigate your way to the extension you want, but the person is not there. Based on your experience with many phone systems, you punch “pound” to leave a message and avoid listening to a list of options again -but the system says you’ve selected incorrectly. Then out of fear of mis-selecting again, you listen to the entire menu. However, when you try to leave a message for the second time, the system says it’s not understanding. The automated voice then suggests calling back and disconnects you.
Human Connection Is Still Important…
Too many people already think terrestrial radio is just a disembodied voice from an audio source. Combine that with fewer live bodies around stations nowadays, and live receptionists become even more important. Even if calls must be redirected to someone acting as a receptionist at a remote location, it’s still better than having callers get lost in automated phone system hell. A little effort in maintaining direct contact can go a long way.
Customer Service…
I understand cutting costs. These systems are less expensive than paying a person to answer your business phones. But it potentially hurts your brand when listeners or potential advertisers become frustrated and never call back. If you’re going to use an automated phone system, spend the money on something that is customer friendly and easy to navigate.
And if you need some friendly advice, drop me an email; samweaver@samweavermedia.com or text me, (972) 672-4812.