Every engagement with a customer or with the customer’s vehicle is a customer service opportunity. The work done behind the scene is also a customer service opportunity. Really, everything we do should be focused on the customer and the service experience they receive.
A customer’s experience generally begins with the phone. This is their initial contact with us. The phone call experience is their first impression of us. Even if they have done business with us before, this contact moment is the first impression for this visit they are planning.
What should this customer experience look like?
Let’s understand from the get-go, even the phone call is a team effort. Often, there are multiple people involved. Beyond the equipment choice and the functionality of this equipment is our team members. There is the person who answers the phone. Unless you have a direct line, the phone call will then be put on hold and transferred to at least one other person.
Delivering great customer service requires answering the phone quickly. A phone that is ringing multiple times makes a statement. It makes a statement to employees. It makes a statement to customers who are already in the building. It makes a statement to the customer who is calling in.
A phone call that is not answered quickly makes a statement that the business and the people who work there don’t really care about their customers. It tells a story that there is no passion, no eagerness, no desire to provide assistance.
Employees learn it is not a priority to answer the phone or help customers. Customer’s that are already present in the business wonder if anyone cares enough to answer a call that is coming in. They think to themselves, “I’m glad I am not calling.” Then they wonder how important their own business is to the organization and the staff.
Most of all, the phone that is not answered quickly sends the message to the potential customer on the other end of the line that the business doesn’t want them as a customer. They question if anybody is working, if anybody cares to answer or maybe that they are too busy. If they are too busy, the customer thinks they won’t get taken care of properly even if they do choose to do business with us.
It is vital, to deliver great customer service, to answer the phone quickly. Three rings or less on the initial answering of the call as well as after any transfer.
Sometimes, rarely, there really is no way to answer the phone. Every employee is with a customer. Or the phone is ringing with multiple calls.
Remember, the customer calling in can’t see what is going on. They can’t see that everyone is busy assisting another customer or that multiple calls are coming in at the same time. All they know is that their call is not being answered.
When a situation like this occurs we have to excuse ourselves from the person we are helping, answer the phone and take a message. Or if you are almost done with your current customer, (30-60 seconds), introduce yourself to the caller and let them know you are finishing with another guest and will be right with them. ASK them if they mind waiting on hold.
If they agree to hold, THANK THEM and finish with your current guest. Then get right back on the phone as you promised to the caller. THANK THEM for holding.
If you are going to be a while with your current guest, ASK to take a name and phone number so you can call back the person who is calling in. If they agree and provide you with their name and number, THANK THEM. Finish with your current guest and then, before you do anything else, call your potential customer back.
The expectation of the customer who is calling, when they grant permission to be called back, is that they will receive the return call within 5-10 minutes. They will be waiting for the call back. They are not expecting there to be a thirty minute or three hour delay. Great customer service is prompt!