Right, one of those short posts from marketing guru Seth Godin today, which – as ever – hits the nail squarely on the head. In How to answer the phone he recounts the difficulty of getting through to a company on the phone, and reiterates the maxim: the only reason to answer the phone when a customer calls is to make the customer happy.
Bland yes, but also dead right. He continues: “If you’re not doing this or you are unable to do this, do not answer the phone. There is no middle ground on this discussion. There are no half measures”.
Saving a few pence a call with a complicated menu tree is a big mistake, he says, because let’s face it, you’d save even more money if you just stopped answering altogether. Where you make money is by making people happy.