How companies don’t miss a single call from customers
Lilia Aleeva, marketing Director of ICL Services, talks about how to build an effective system for receiving incoming calls in the company: who should do this, what algorithms and how not to miss a single incoming message
Any request from a client, whether already engaged or potential, is very important for the company. The loss of such a call can lead to either a loss of potential revenue, or a negative impact on the company’s image as a company that is unable to work with one of the key channels of communication with customers.
Even today, some companies are often inattentive to this point of contact. For example, they may use different phone numbers in different sources of promotion: some on official forms, others for marketing, and others for sales. The logic of this choice, on the one hand, is justified — it seems that each type of treatment is responsible for its own Department. But in conditions when the sales Department can’t be reached by phone, the customer can call any other available number — and its further movement becomes a road with an unpredictable end.
Therefore, it is important to set up your call processing system so that you can record and receive all these calls in a centralized and controlled manner.
Call processing system
1. First of all, you need to audit all incoming phone numbers that are available from outside that are present in external sources, and bring them to a single view. It is optimal if it is a single Federal or short number that will be used in all your communications: both on the site and in the distribution. In business cards and employee signatures, it can go along with the employee’s mobile number.
2. After conducting this audit, you need to determine how and who will process calls from this phone number. You should understand that you will be contacted by this phone number for absolutely different reasons and occasions. I recommend that you record all incoming calls for the first time during the test period and classify them. This is necessary to determine how many types of calls you receive. This way you will understand, for example, that you get about 30% of calls from customers, 30% of calls from potential applicants, and the rest is due to incoming requests and commercial offers from potential partners who would like to cooperate with you and offer you their services and products.
3. For each of these scenarios, you should develop a script: how and where to send this message next. And also indicate who is responsible, that is, who should handle these requests, in what priority and in what order.
4. A person who is sitting on receiving incoming calls must not only receive these calls, but also record them with the subject, time of reception, date of reception, the essence of the appeal and to whom this appeal was sent. It is optimal if you have an information system installed that will record these requests automatically. This will allow you to perform further analysis in different sections. In addition, it is ideal to record these calls in order to later be able to selectively check how your person works on receiving incoming calls and give recommendations for solving his work. In addition, this responsible person should have, respectively, indicators linked to the speed of receiving incoming calls and the number of lost calls.
5. Depending on the scope of your business and your potential target audience, you need to determine within what time frame you can receive incoming calls. If this mode is round-the-clock, then the number of people processing incoming calls should be greater. In this case, it is optimal to set either the standby mode of operation, or to outsource this function to a specialized call center. If your incoming requests are mostly received within the established working day on the schedule from 8 am to 6 PM, it is more logical to put the person on processing during this period of time. At other times, it is more convenient to set up an autoresponder that will record incoming calls with a promise to call back and give feedback on the start of a new business day.
6. Obviously, calls from customers will be your top priority. When you decide who handles the main stream of incoming calls, you need to think about who will be competent to handle customer calls. The fact is that in order to communicate with clients, the person’s experience and skills must be higher. If the call came from a current client, it is important to quickly and correctly determine who is responsible for this client on the part of your company and promptly pass this request to the responsible employee. If the request came from a potential customer, your company must set up a process for working with incoming requests. Whether it will be one professional sales specialist or a team of specialists on duty-it all depends on your target audience and the sales process. In any case, all employees who work and must respond promptly to these incoming calls should be familiar with how they should respond to these calls, during what period of time they should return to the customer with a response, where and how they should record this request. In particular, these indicators should be fixed in the system of motivation of responsible employees. Without this binding, any system that you build will lose incoming calls.
7. Any new established order does not start working effectively immediately. You need to be prepared for the fact that the first time there will be failures and deviations from the established order. However, the person responsible for implementing this project in your company must record all these deviations. If they are repeatable and systematic, then you need to make changes to the developed order.
Don’t forget that incoming calls from customers are one of the most important points of contact for your company. Everyone can experience how important it is for you as a customer to get a quick, competent and polite response. Therefore, the system for handling incoming calls in your company must be set up correctly as one of the first ones.