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“Customer satisfaction rests at the heart of every successful business. With proper fine-tuning, business calls will be well received and business callers experience fewer rejections,” – Shep Hyken

Communication remains one of the critical aspects of conducting good business practices. Modern brands and businesses communicate and interact with their customers through a variety of techniques. These include face-to-face interactions, electronic communications, online and offline marketing campaigns, publicity drives, and telephone-based communications. These actions are intrinsic to a wide variety of business outcomes such as expanding the customer base, earning higher profits, selling more items of merchandise, creating additional selling opportunities, driving awareness about new products and services, etc.

Calling customers enables businesses to create a personal channel of communications between the enterprise and its prospective customers. This line of action is important because it allows businesses to reach out to pools of fresh customers. For instance, a freshly minted business enterprise can choose to initiate telephone calls in a bid to prospect for new customers. These exploratory steps can help the business to acquire its initial customers and mark its foray into the commercial domain. In time, calling customers can enable the business to stay in contact with its regular pool of clients. We must note that these activities are crucial to achieve the objectives of building a commercial organization.

Advertisement and publicity are part of business promotional efforts and therefore, calling customers figures prominently in said activities. We may note that brands and businesses can connect with their customers via telephone in a bid to sample customer reactions to new products and services. This is essentially market research being conducted in limited areas prior to a full commercial launch of a product or service. Therefore, brands and businesses can resort to calling customers with a view to gain their reactions and feedback. This information is processed to determine the commercial prospects of a new product thereby equipping the business with a deeper understanding of the customer’s psyche. We may note that telephone interactions play a crucial role in the exercises detailed above.

Modern business enterprises operate in competitive markets and therefore must work to reinforce and consolidate their respective brand reputations. For instance, a business can rely on calling customers in order to refresh its brand recall and enhance its brand reputation. This action is significant because it helps said business to enhance its mindshare in the public arena. We note that the act of calling customers also enables businesses to impress upon customers the fact that said enterprise is interested in their continued custom. In addition, such means of communication empower businesses to maintain a line of direct communications with their valued customers.

Customer service has emerged as a major mantra in modern business paradigms. A business that offers superior customer service is often better positioned to leverage market opportunities than its closest competitors. For instance, a brand or a business can allot top priority to the successful resolution of customer complaints. The telephone offers an economical option of pursuing this business objective. Therefore, a business can adopt a model of calling customers to resolve any customer complaints and thereby, etch its brand reputation in the minds of its customers. In addition, businesses can troubleshoot any issues regarding service delivery by using said communication mechanisms. Subsequently, the goodwill generated by such actions enables modern businesses to retain existing customers and to create expanding pools of fresh customers through referrals.

Electronic communications enable the information age we live in. Therefore, businesses must leverage this ability to inform customers about immediate material information. For instance, an airline can resort to calling customers to inform passengers that have been upgraded to a higher tier of in-aircraft seating and associated privileges. This is important because it prepares passengers for a pleasant surprise, while adding to the goodwill quotient of the airline operator. We note that the airline’s pro-active actions help create and sustain a positive image in the minds of customers, thereby increasing the chances of repeat customer activity.

Public relations is a key component of modern commercial practices. Every business must exert itself to burnish its reputation and maintain steady contact with its customers and commercial prospects. A business can choose to create a policy that hinges on calling customers during special occasions and festival periods. This choice of action will likely create positive momentum in customer relations and help business clients to feel valued and privileged. The gains for the business enterprise can be viewed in terms of enhanced brand recall and an uptick in transactions. We may note that these activities remain tertiary to mainstream commerce but nonetheless, help businesses to nurture relationships and perform in a long-term perspective.

Mature businesses often forge innovative schemes with a view to further business objectives. For instance, certain jewellers have inaugurated commercial schemes that enable customers to deposit small amounts of money at regular intervals and subsequently, buy a piece or pieces of jewellery. These businesses can activate mechanisms that hinge on calling customers in a bid to inform the latter about such schemes. Clearly, this is an instance of using the telephone to expand the scope of commercial operations. In addition, we must note that customers are wont to lend more credence to such commercial schemes when the jeweller chooses to explain these over the telephone. This is an instance of a personal interaction yielding higher dividends than other forms of cut-and-dried marketing and communication techniques.

Ambitious business enterprises explore various options that may allow them to expand in non-core areas of competence in pursuit of higher revenue numbers. We note that these business enterprises have multiple stakeholders, such as regulators, customers, suppliers, stockists, and institutions, etc. Therefore, an enterprise can choose to effect measures, such as calling customers and other stakeholders, in order to elicit their reactions to the proposed business plans outlined above. The full spectrum of opinion thus gathered can help the said enterprise to embark upon or abort the previously outlined courses of action. We must note that the telephone plays a crucial role in creating consensus and in sampling the various points of view.

Intelligent business operators can choose to leverage the telephone as an instrument to drive business expansion. Brands and businesses can embark upon campaigns that centre on calling customers and requesting them for business referrals. Each referral can earn the referee an actual discount or a free gift. Subsequent to such a campaign, the mass of referrals can enable the business to acquire and gain new customers, thereby enhancing the chances of fresh sales. This illustration underlines the power of the telephonic conversation in boosting sales and enabling the speedy achievement of the desired business outcomes.

In the previous paragraphs, we have examined some of the positive business outcomes that follow telephone-powered conversations with customers. We must note that every brand or business must emulate these techniques because they represent cost-efficient business tools. Experts and observers have spotlighted the significant investments in terms of time and patience required by these techniques. However, the outcomes are often outsize and enable commercial enterprises to ring fence customer dollars and to thrive in competitive markets. In light of these facts, brands and businesses must exert themselves to refine telephone-driven customer interactions and carve their own customer success stories.

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