When making a phone call to a business, a customer is generally looking for answers to questions that they have. Otherwise, why would they bother calling? And so, businesses must hire people who are able to answer these questions for the customers.

But here’s the thing – the people answering the phone are also representing the organization. They are a one-person marketing strategy.

This may be the first interaction a customer has with the business, or it may be an important interaction, in that, this is an opportunity to engage one-on-one with the organization. 

Either way, the organization is making an impression on the customer by way of the employee.

This can be a wonderful opportunity for the business to generate more business or it can kill any excitement a potential customer has for becoming a customer.

An internationally known organization has people answering the phone who are polite, but they aren’t warm or friendly. Getting an answer from them is similar to pulling teeth. Eventually a customer can get the answer they need but throughout the awkward conversation, they are made to feel that the employee isn’t really interested in helping them. The employees don’t seem to care if customers concerns are addressed. It’s not that they want to give customers a hard time, it’s just as if they don’t care one way or the other.

Customer service is not complicated. Why should a customer be excited about your business if you are not excited about them? If your organization doesn’t care much about its customers, some may stick around, but others may wonder what’s the point?