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I Don’t Want To Return To The Main Menu …
February 4, 2020
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I remember sitting in a manager’s meeting where we were all handed the Disney Institute book “Be Our Guest: Perfecting the Art of Customer Service.” Exceeding expectations was expected from every Disney employee at all levels. Every time I call a radio station business line and get an automated phone system, that book pops into my head.
Return To The Main Menu …
The automated system tells me to push zero if I don’t know the extension of the person I want to talk to. Some systems ask to spell the last name of the person I’m looking for, but I’m usually too slow and I get kicked over to the operator which is usually the receptionist. However, I get another voice prompt telling me to leave a message for the receptionist. Does all of this sound familiar?
Oh No …
Here’s another one of my favorite automated system’s “failure to communicate” stories. You call and navigate your way to the extension you want, but the person is not there. Based on your experience with many phone systems, you punch “pound” to leave a message and avoid listening to a list of options; but the system says you’ve selected incorrectly. Then out of fear of miss-selecting again, you listen to the entire menu and after repeatedly trying to leave a message, the system says it’s not understanding. Then the automated voice suggests calling back and disconnects you.
It’s Bad Enough …
A lot of listeners already think terrestrial radio is just a voice from an audio source. Combine that with less live bodies around stations nowadays and live receptionists become even more important. A warm body is needed to answer the phones during business hours and take messages in real time. A little effort in the direct contact area can go a long way; even more so now that hubs have become of our radio lives.
It’s Customer Service …
I believe a live receptionist wins out over automated phone systems every time. I understand cutting costs, but receptionists are priceless. Automated systems are less expensive than paying a human to answer your business phones, but you’ll never know how many listeners or potential advertisers have gotten frustrated and never called back.
Receptionist Are Necessary …
I applaud the stations still employing a receptionist and reflecting the principle of “exceeding expectations.” Receptionists are the face of your company.
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