{"id":1120,"date":"2019-01-18T10:43:22","date_gmt":"2019-01-18T10:43:22","guid":{"rendered":"https:\/\/www.hellosells.com\/resources\/?p=55"},"modified":"2023-05-29T09:41:40","modified_gmt":"2023-05-29T09:41:40","slug":"the-enduring-importance-of-the-phone-call","status":"publish","type":"post","link":"https:\/\/www.hellosells.com\/resources\/articles\/the-enduring-importance-of-the-phone-call\/","title":{"rendered":"The enduring importance of the phone call"},"content":{"rendered":"
\n\t<\/span>\n\tHelloSells<\/span><\/a><\/span><\/div>\n\n\n

Despite our ever more web-centric lives, phone calls are not going away.<\/p>\n

In fact, the number of calls made each year is growing. Most people have smartphones, and they like to use them.<\/p>\n

Calls to businesses are expected to exceed 169 billion per year by 2020<\/strong> [Source<\/a>]<\/p>\n

Even as we message, text, and tweet, most people still see the phone as a vital communication channel between themselves and those they do business with.<\/p>\n

One recent survey of 1206 18-65 year olds found that 88% of respondents still prefer to call a business <\/strong>[Source<\/a>]<\/p>\n

This might surprise you. But considering that our smartphones stick to us like glue, every time we conduct a web search, initiating a call takes just one click.<\/p>\n

Google\u2019s research arm, Think with Google, tracked call usage after using its search engine.<\/p>\n

Google\u2019s research found that 70% of mobile searchers have used the \u2018click to call\u2019 feature directly from the search results page on their mobile phone. <\/strong>[Source<\/a>] Of these searchers, 61% stated that calling a business is the \u2018most important\u2019 phase in their shopping process.<\/strong> [Source<\/a>]<\/p>\n

It\u2019s not only the number of calls that\u2019s on the rise. The expectation for exceptional customer service during those calls is rising, too.<\/p>\n

How<\/em> you answer your phone is critical.<\/p>\n

Nonverbal communication – even on audio-only calls – is a fundamental aspect of perceived customer service.<\/p>\n

Put simply, the manner of your communication is actually more important than what you say.<\/p>\n

A famous 1967 study on nonverbal communication by Albert Mehrabian at UCLA found that information is transmitted through <\/strong>[Source<\/a>]:<\/p>\n

Body Language: 55% (Not relevant to phone calls!)<\/strong><\/p>\n

Voice Tone: 38%<\/strong><\/p>\n

Spoken Words: 7%<\/strong><\/p>\n

This study\u2019s findings mean that your customers are judging your business based on call agent attitude and tone of voice more <\/em>than the actual words they speak.<\/p>\n

The attitude and tone during calls must be of a consistently high standard or customers will rate your service as poor, even if the actual information provided does not vary.<\/p>\n

When you don\u2019t pick up the phone, potential customers will call your competitor<\/p>\n

Phone calls remain a vital communications channel. So what happens when customers call but you don\u2019t answer?<\/p>\n

Simple: When you aren\u2019t available, customers will go to someone who is.<\/p>\n

A survey by BT Business found that customers will only try to call you twice (as a maximum!) before taking their business elsewhere <\/strong>[Source<\/a>]<\/p>\n

Automated voicemail isn\u2019t a realistic solution to deal with the availability problem.<\/p>\n

69% of callers sent directly to voicemail don\u2019t leave messages.<\/strong> [Source<\/a>]<\/p>\n

And it gets worse for your younger customers.<\/p>\n

84% of 20-29 year olds shun automated voice messages. <\/strong>[Source<\/a>]<\/p>\n

What about placing people on hold? Tread carefully.<\/p>\n

Consumer Reports National Research Center surveyed 1,016 adults. 75% reported that they are \u2018highly annoyed\u2019 when they can\u2019t get a live person on the phone.<\/strong> [Source<\/a>]<\/p>\n

When potential customers are deciding whether or not to do business with you it isn\u2019t best practice to \u2018highly annoy\u2019 them during their first interaction.<\/p>\n

One recent survey asked people about the worst customer service experience they endure and would like to eliminate.<\/p>\n

\u2018Being put on hold\u2019 was the most common \u2018bad customer service experience\u2019 when communicating with businesses.<\/strong> [Source<\/a>]<\/p>\n

Do everything you can to avoid putting your callers on hold; they hate it!<\/p>\n

The damage to your business when you miss customer calls<\/p>\n

If phone calls to your business are growing and poor customer experience is universally hated, what are the real-world implications for your business?<\/p>\n

People don\u2019t just call you to find out basic information. Calls are often a vital customer touchpoint in the sales process and have a much higher conversion rate than lead generation forms on your website. People respond to other people.<\/p>\n

Phone calls are 10-15 times more likely to lead to a sale or prompt follow-up activity than digital form submissions.<\/strong> [Source<\/a>]<\/p>\n

The importance of a human connection to your customers isn\u2019t just about driving sales and closing deals. People want <\/em>to do business with you when they perceive a friendly, useful service.<\/p>\n

In a 2011 survey by American Express, 7 in 10 respondents said they were willing to spend more with companies they believe provide excellent customer service.<\/strong> [Source<\/a>]<\/p>\n

The reverse of this finding is also true. No one wants to give money to a business that doesn\u2019t seem to care, that doesn\u2019t treat you with respect.<\/p>\n

One survey found that 82% of us have stopped doing business with a company due to bad customer service. <\/strong>[Source<\/a>]<\/p>\n

What is the impact on the bottom line of not picking up the phone, perhaps the easiest bad customer service issue to fix?<\/p>\n

BT Business calculated that missed calls cost UK small businesses \u00a390m each year in lost earnings <\/strong>[Source<\/a>]<\/p>\n

Great customer service wins sales and lifts cross- and up- selling opportunities. Bad customer service means you\u2019ll never get a chance to engage in those conversations.
\nMake phone communications a value-added channel for your business with a 24\/7 answering service.<\/a>
\nTackle these common issues to improve customer perceptions and gain a reputation for excellent service.<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":2355,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles"],"yoast_head":"\nThe Enduring Importance Of The Phone Call - HelloSells<\/title>\n<meta name=\"description\" content=\"Phone calls matter to your business. When people are serious about doing business with you, they often pick up the phone. 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