Businesses urged to improve telephone customer service

Businesses urged to improve telephone customer service

Businesses are being urged to get serious about customers who call in after recent research suggested that many are not willing to wait on hold.

The study by PH Media found that if customers have to wait for 30 seconds or more, businesses are at risk of losing calls and possibly sales. This is significant as the research also found that customers are waiting an average of 33.48 seconds to be seen to when they ring a company. Signmakers and plumbers were found to typically leave callers on hold for 72.64 seconds and 52.61 seconds respectively.

PH Media found that 34 per cent of businesses play music whilst customers are on hold, 26 per cent leave the line silent and the same number use beeps to let the caller know they are in a queue. Previous research has shown that one in five people will hang up after 20 seconds of being on hold if the line is left silent.

The researchers have warned that the cost of lost calls could realistically run into millions of pounds. PH Media Group Sales and Marketing Director Mark Williamson said, “Callers are simply unwilling to wait on the end of the line if no effort is made to ensure they are engaged or entertained, so firms are at serious risk of losing business.”

He added, “Good call handling is often overlooked as a key sales and marketing tool but the telephone still acts as an important customer touchpoint and first impressions count. If each caller enjoys a positive experience, customer service standards will go through the roof.”

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