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When customers telephone you, they should feel that they can depend on you to solve their problems

By Cheryl Siew

Telephone etiquette is an important, but often neglected, part of customer service. A staff member who is polite and courteous when he deals with a customer on the phone instantly leaves a positive image of the company.

But if a customer encounters an employee who is rude, impatient and unprofessional, chances are that he will immediately switch to an organisation that treats him better.

Company ambassador
In my work, I have heard horror stories of how badly employees treat their customers over the telephone.

They attend to the phone after many rings, never smile and sound uninterested and irritated when talking to their customers. They get impatient and angry when customers seek clarification on issues.

They are simply not interested in winning the customers over and keeping them. This work attitude spells doom for a business.

Employees who man the telephones are service ambassadors of the company. The first impression that they leave on the customer contributes to the overall corporate image of the organisation. Employees who don’t realise this or are unwilling to change their attitude should either shape up or be shipped out.

As a telephone professional, you need to take responsibility and project the right corporate image in a clear and consistent manner to both colleagues and customers you interact with every day.

Proper training
All staff in the organisation, especially those who use the telephone frequently, should be trained to use correct telephone techniques. An outstanding telephone receptionist should be:

• Demonstrative: Display positive emotions to enhance your company’s image and win the customers’ trust.
• Understanding: Build a rapport with the caller by understanding his sentiments. Practising effective communication and listening skills will help you do this effectively.
• Mindful: The customer’s interests should be put first, even if you do not agree with his point of view.
• Firm: Be polite but firm when you handle difficult callers. Allowing them to rave and rant unchecked will lead to you losing control of the call.

Effective listening
If you want your customer to put down the phone feeling assured that his problem has been solved, you must be a good listener. You must make sure there are no external distractions while you are talking to a customer. Turn down the music, turn off your mobile phone and tune out the office buzz.

Don’t let your thoughts wander off. It is unprofessional and implies that you are not interested in what the caller has to say. Focus all your attention on the person at the other end of the line.

Be friendly and encourage the caller to explain the problem fully. Ask relevant questions to clarify the matter and understand his position.

When you are in full possession of the facts, you can deal with the situation effectively and successfully.

It is important for all staff to handle telephone calls proficiently. Professional telephone techniques boost the company’s image, attract and retain satisfied and loyal customers.

Article by Cheryl Siew, a management consultant, corporate trainer and lecturer specialising in professional telephone techniques and businesswriting.