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The Importance of your Phone System for Growing your Brand

By June 27, 2018 September 4th, 2018 No Comments

There is perhaps no greater consideration for those starting or running a small business than creating the right team to achieve success, finding the right people to fill the right positions to help effectively and efficiently grow your brand. But counterintuitive as it may seem, in today’s digital world developing the right team is not just about finding the right people, it’s about finding the right technology as well.

In fact, something like a well-programmed business phone system can be an invaluable addition to any team, providing not only an efficient means of connecting with customers, but with today’s communications technology, providing the necessary information to help create personal relationships with each and every customer as well.

But the reality is that many small businesses forego investment in the necessary phone system technology to effectively operate their growing business, choosing instead to rely on the bare essentials of customer interaction. The problem with such an approach, according to a survey from Software Advice, is that your brand can be negatively affected by a poorly designed or substandard business phone system, meaning that while such barebones communications technology may be more affordable, it may be costing you far more than you realize.

According to the Software Advice survey, there are many issues with substandard phone systems that can lead directly to negative feelings towards a brand, the most important of which relates to inbound and outbound calling, the difficulty of finding the right person when connecting with a business, and the feeling of disconnection callers get when you can’t get the information fast enough and struggle to connect to a human being at the other end.

As the survey found, the chief complaint regarding customer interaction with a business is related to anonymous outbound calling; that is, your business number being unrecognizable to a person’s business or home phone. The problem here is twofold: as not only do unrecognizable numbers immediately make potential customers wary of the phone call, but a large percentage of them won’t even pick up the phone if they don’t know who is calling.

The good news is that it’s not hard to solve this issue, as phone systems allow companies to add CallerID to their outbound calls, meaning when potential customers do pick up the phone, you can be sure they want to know who you are or have an idea who you are and actually want to talk to you.

Beyond that, customers often develop negative feelings towards a brand if they can’t find the right employee to answer their question or solve their problem. Here at Digitcom we implement what is called a “waterfall call flow,” whereby if a customer’s call is not promptly answered, it quickly cascades down a preset list of people, from service staff to technicians, eventually ending up on my phone, where I guarantee I’ll pick up.

Further, to help customers reach the employee they want, well-equipped business phone systems allow companies to implement a dial-by-name directory, which when used with CRM technology that can almost instantly retrieve relevant customer information, can make interactions effortless and far more effective.

Now there’s no question that for many small businesses the issue of financial investment stands at the forefront of the reasons why such technology seems like a luxury rather than a necessity, but the fact of the matter is that finding the right business phone system is vital for your company’s growth, arguably as vital as finding the right people to be part of your team. Not only that, but having the wrong phone system does more than simply slow growth, it can actually hurt your company by reversing growth, as potential customers will turn away due to the substandard quality of the interaction.

Thank goodness it’s not all that difficult or expensive to solve these problem points, and here at Digitcom we’re ready to help.

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