5 Caller Experience Marketing Mistakes to Avoid

Delivering consistently great caller experiences can mean the difference between winning or retaining customers and not even getting the chance to talk with prospects.

“Leadership is missing out if they ignore caller experience marketing,” said BusinessVoice Director Steve Evert. “At a minimum, every call presents an opportunity to convert, retain or grow your wallet share.”

How your customer service representatives care for callers directly influences the way people perceive your business. And you may have just one chance to make that positive impression. Yes, consistent training and attention to details takes commitment, but the business you earn and retain will be more than worth the effort.

Here are some of the common caller experience mistakes you might be making without knowing it.

Mistake #1: Ineffective Call Routing

Directing your customers to the wrong destination is not only confusing but can negatively impact your brand. You could be causing that problem if you don’t have master call flow design standards.

Solution: Audit your organization’s caller journey from start to finish, including all public-facing numbers and the options callers can choose at each. From there, make changes to the caller journey based on a typical caller’s perspective. If you’re unsure where to begin, BusinessVoice’s CX experts can help.

Mistake #2: Complicated Menus

When customers need quick answers, they don’t want to navigate a maze of options. Complicated interactive voice response systems can turn your menu into a quagmire that results in dropped calls and fewer conversions. Too many options can also lead to selection errors or menu loops that waste your callers’ time.

Solution: Limit your menu to five or fewer primary options and eliminate unnecessary submenus. The language should be simple, clear and outcome-driven so callers can access their solution quickly and confidently. Always offer the option to “speak with a representative,” too, to better serve callers who prefer human interaction.

Mistake #3: Lack of Training

Your agents are the first brand representatives your callers encounter, so they must be knowledgeable, empathetic and understand how your brand should be perceived. “I don’t know” and “calm down” are not acceptable responses to frustrated callers and they can drive away business in a heartbeat.

Poor training also damages your credibility and brand. Sub-standard CSR performance may stem from a lack of confidence, inconsistent messaging and limited scripts. It’s crucial to create structured communication systems and provide ongoing training, so your team knows how to satisfy each caller.

Solution: Provide all CSRs with a copy of your organization’s brand standards. Conduct regular audits to analyze your reps’ skills. That will help you identify areas for improvement. Set clear communication and tone guidelines, such as the level of formality and how to handle escalations. Side-by-side coaching and role-playing scenarios are effective methods for developing each agent’s skillset. Develop structured scripts that provide clear explanations, approved language and standardized greetings.

Mistake #4: Poor Call Tracking

Without proper tracking, you might miss critical insights you could use to optimize the caller experience. That makes it difficult to tell which strategies do and don’t work. Your agents won’t know how your customers found your business and may ask repetitive questions that aren’t relevant to the caller’s position in the buying cycle.

Solution: Customer relationship management (CRM) systems automatically log each call’s source, whether it’s a social media profile or a website contact page. That helps your agents deliver appropriate follow-up messages that flow seamlessly with other marketing assets. Tracking calls shows you which marketing campaigns work and where to optimize messaging, landing pages and other content to prevent wasted spending.

Mistake #5: Ignoring Follow-Up Calls

Failing to complete a follow-up call may result in your customers looking for answers, products and services from your competitors. Delays also suggest a lack of professionalism and interest, which could leave callers feeling undervalued.

Solution: Define a process for returning missed calls and measuring performance. That will help you assign the task to the appropriate agent to ensure callers get what they need quickly. Using automated notifications lets you monitor alerts in real-time. You can even trigger reminders to return calls within a specific time frame. That consistency is an important part of a positive caller experience that also builds trust in your brand.

On Hold Marketing Strategy and Support from BusinessVoice

Professional support and training can help you make the most of your phone system and staff’s skills. At BusinessVoice, we offer caller experience marketing services, including customer service representative training and On Hold Marketing, to create unique, branded interactions for your customers.

Get in touch to learn more about what we can do for you and to schedule a consultation.