We Did Not Understand Your Response ... Please Press ...

I've addressed this issue in the past, but things seem to be getting worse and not better. Recently an All Access colleague was chasing down a news story and called a station for verification of the facts. He got the automated system, was given options, and he chose operator assist because he wasn't sure who to talk to. Instead of the operator, he got her voice mail. This was mid-morning on a weekday.

Huh ...

How could this happen? When he told me about the incident, I thought of several reasons why it happened -- the operator was new or did not know how to answer multiple lines and put people on hold; the automated system was out of whack; there was no one to answer the phones while the receptionist was indisposed; or there was no receptionist, just automated phone system hell.

Universal Problem ...

I know it's an increasing problem in other businesses and not just radio. It seems counterproductive for a communications business to make it hard to be reached. There is a limit to how many times a person will try calling into a confusing system. I guarantee if the first sound at the other end of a business call is a real live person, the exchange will at least start off on a good note, especially if it's about advertising or an opportunity for the station to further its goals towards market domination.

Does This Sound Familiar ...

Last week I called a company and got their automated system. I answered every question the system asked. I navigated my way to the person I wanted and was told that extension no longer existed, and I was offered new options by the prompt. I finally got to someone else in the same department. I punched "#" to leave a message as instructed, however, the system told me I had selected incorrectly and gave me more options. Then out of fear of miss-selecting again, I listened to the entire list and in the end after trying to leave a message again, the system told me it did not understand what I wanted, suggested I call back, and then disconnected me.

Walt Was Right ...

I remember years ago being given the Disney Institute book, "Be Our Guest: Perfecting the Art of Customer Service." Exceeding expectations was expected from all Disney employees at every level. Each time I try and call the business line at any radio station, that book pops into my head.

It's Bad Enough ...

A lot of listeners already think terrestrial radio is just a voice from an audio source. Radio companies need a local warm body to answer the phones during business hours. An automated system is fine for after-hours. You'll never know how many listeners or potential advertisers have gotten frustrated, never called back, or stopped listening because of a nightmarish automated phone system experience. Is it worth it to potentially lose a PPM panelist or diary over something like this?

Get The Best Plan ...

There are numerous areas I can agree to disagree with companies on, but not having a human being as the first voice someone hears when calling the business office is where I draw the line. I know having a large cluster of stations presents a problem for a lone receptionist and an automated system probably directs the flow better. I guess the solution is for a company to spend the money and get the best automated phone system and plan available; don't skimp, it's a one-time purchase. But that doesn't explain companies with numerous small clusters of stations; it didn't used to be a problem for one receptionist to handle calls.