CONTENTS 1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

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1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

I N T R O D U CT I O N

This Best Practice Guide has been compiled to demonstrate why your Switchboard is such an important entry point into your organisation, and more significantly, what you can do to add value to your business’ brand.

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1. Introduction

As experts in the provision of Switchboard services we have extensive experience in guiding our customers on best practice and have compiled this guide to furnish you with some interesting hints and tips, to ensure that at every opportunity you are protecting your brand and portraying yourselves in the best possible light. This guide is divided into six sections: Switchboard set-up Call handling The “Perfect Call” The 4 P’s of great switchboard services How your callers perceive your brand Switchboard Mystery Caller Checklist

www.comxo.com

Tel: 01753 710430

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1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

Always ensure there is someone on your Front Desk representing your brand When your clients visit your offices it is important that they are greeted by a friendly face, offered refreshments and are seated in a comfortable, clean and tidy area. Many Front Desk teams wear uniforms in keeping with their company branding and this certainly does give a professional impression. Maintaining eye contact with visitors is vital, someone who has their head down as you are approaching them does not give a welcoming impression! Keeping the Switchboard and Front Desk functions separate A common mistake made by many businesses is to ask their Front Desk personnel to take phone calls as well as facilitate the meet and greet with clients. Both functions are equally important and although they can be carried out by the same people on a rota basis, they should not cross over any more than necessary. The most effective Switchboards are usually located away from the Front Desk with calls being routed to the dedicated area; this ensures that callers are always receiving the operator’s full attention and their enquiries are kept entirely confidential.

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The physical location of your Switchboard is an important consideration along with the general layout of your reception and waiting areas. Here are some fail-safe tips that will assist you in your Switchboard set-up:

S W I TC H B O A R D S E T - U P

2. Switchboard set-up

Plan for busy periods Many businesses will receive a peak in calls first thing in the morning, over the lunchtime period and before the end of the working day. Ensuring that you have sufficient cover during these periods is vital to ensuring that you don’t have any missed calls. Between 12 and 2pm you may want to adopt different call handling aligned to who is available to receive calls on specific individual’s behalf. For example you may wish to apply a hunt group approach so that calls are routed through to a team of secretaries over these busy periods. This will ensure that clients are always transferred through to someone who is knowledgeable about their enquiry, or has sufficient information to placate the caller until someone more appropriate can get in touch. The most effective reception areas… Have dedicated sitting areas for visitors slightly away from the Front Desk. Receptions are busy places with people coming and going and ensuring that your visitors are comfortably sat away from the hustle and bustle will make sure that their impression of your brand is always exceptional. Offering refreshments and ensuring that relevant company literature is available all helps to shape their perception.

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1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

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CALL HANDLING

3. Call handling Establishing company standard call handling instructions is vital to providing a consistent impression of your brand. In “The Perfect Call” section of this guide we will take you through what we would recommend as the ideal journey for any caller, examining familiar scenarios. This section includes some pointers that even the most exemplary operators could learn from and be reminded of: 1. Answer promptly and be prepared The industry standard is to make sure that all calls are answered within 3 rings. This avoids the caller getting impatient, hanging up and therefore the enquiry potentially being lost. It is important that the greeting is tailored, our preferred greeting is: ‘Good morning/afternoon/evening, ComXo, Charlotte speaking, how may I help you?’ The caller is assured they have come through to the correct company, the operator has offered her name to sound helpful along with the questions ,’how may I help you?’. The choice of wording is important here, as ‘may’ sounds softer that ‘can’. 2. Qualify the caller and listen to the response Having asked the caller how you might help them, now is the time to listen. The secret to a good operator is that they are good ‘active listeners’. Being sure to ask appropriate questions, probe further and repeat back any important details to the caller, such as their name, company and telephone number, all reassures the caller that they are listening to them. The key objective for most Switchboard calls is to establish who the caller would like to speak with and connect them to that person, or their secretary, as efficiently as possible. 3. Treat every caller the same You may be having an especially busy day, but every caller deserves the same treatment and their call should be taken in a calm, professional manner. They have taken the time to call your company and could materialise into new business for your firm or could be the CEO calling in to Switchboard for some extra assistance. You really never know who is on the end of the line. 4. Tone of voice and phrasing – don’t be a robot! Answering calls in a confident, professional way doesn’t mean you should come across as though you are reading from a script. Be sure to add inflection to your voice and smile as you’re speaking, you would be surprised at how this comes across to those on the end of the line. Be sure to obtain the information you need but don’t be afraid to let your personality shine through and if the caller makes a joke, always feel free to laugh! 5. Empathise where necessary Working as partners for many legal clients means we often take enquiries relating to Probate. These should always be handled sensitively, taking the time to empathise with the caller. It is in these situations where putting the caller through quickly should not be the main priority.

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7. Make the message count! Take as many details as the caller will give you. Ask if you can have a brief synopsis of what the call is regarding and be sure to ask questions as necessary to glean as much information as you can. If they would like their call to be returned ask when would be a convenient time and confirm their telephone number. When relaying the message to the intended contact, always type the messages up with the correct grammar and in the third person with all the information you have been provided with. Lastly what may seem like the most important aspect, be sure to send it through! Some operators copy in the contact’s secretary to make doubly sure that the message is received and subsequently actioned as necessary.

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6. Be informative, offer to help and take messages If you are unable to connect the caller, take control of the call, keep them informed and explain the absence of the person they wish to speak with. E.g. “Mr Jones is out of the office today”. If this information is unknown then explain that they are unavailable and offer to take a message or ask if they would like to be put through to someone else. Where possible avoid sending callers through to a voicemail facility as these messages can often not be accessed remotely and therefore the enquiry may not be answered in a timely fashion, and in some cases not accessed at all.

CALL HANDLING

1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

8. Ensure your urgent calls have an escalation path Periodically very important calls will come through to your Switchboard, it is therefore vital that your operators are aware of the correct way to escalate in the absence of specific individuals. Organograms and in-depth knowledge of the company’s Business Continuity procedures are vital to ensure efficient call-handling and may enable potential disasters to be averted. 9. Closing the call At the end of the call you will need to confirm any details you have taken and actions you have agreed with the caller. Always end the call with a “Thank you” and use the caller’s name if you have it. The “Perfect Call” section of this guide includes some useful information on how to greet callers and scenarios when you shouldn’t use their first names. Key Tip: Companywide call-handling should be agreed and implemented, from Switchboard level to how calls are answered on direct dials and mobiles. This should be across sites and where appropriate on a global scale. This is an area to be especially mindful of during mergers as ensuring consistency is key to building a strong brand.

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1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

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T H E “ P E R F E CT C A L L”

4. The “Perfect Call” In our experience there are many different reasons callers ring in to your Switchboard, but for the purpose of this guide we will concentrate on the 3 most common and provide suggested call handling for each: 1. New Business Enquiry 2. Sales Call 3. E  xisting Customer wishing to speak with a named individual regarding an existing enquiry

1. New Business Enquiry (see Figure 1.) Often people will call into your Switchboard and this will be the first time they will engage with your business. A recommendation, an advertisement, your company website, directory enquiries or a business card may generate a call into your Switchboard. K  EY TIP: Make sure your Marketing department are regularly updating your Switchboard team regarding their activity and preferred call handling for each campaign – these are designed to generate inbound enquiries so be sure to let those who will be looking after the initial enquiry know!

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ComXo Operator: “Good afternoon ComXo, Charlotte speaking, how may I help you?” Caller: “Hello I was hoping you can. I have come across your company on the Internet and was hoping to speak to someone regarding your voice conferencing service”

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The caller is a genuine new business enquiry and needs to speak to someone asap. They have specified that they wold like to discuss the conferencing service.

ComXo Operator: “Certainly, I will try our Sales Department for you. Can I take your name and company name please?” The operator knows that this is a new business query and that it should be put through to Bash, Account Executive. Communicating this to the caller makes them feel informed and that their enquiry is being handled efficiently.

The operator is reassuring the caller that they are through to the right company and that they are friendly and ready to help.

T H E “ P E R F E CT C A L L”

1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

Caller: “My name is Andrew and I am calling from Andrew Try LLP” ComXo Operator: “Certainly Andrew, I’m putting you through to Bash”

The operator is informing the caller that they need to be directed to the sales team and has asked for their details prior to putting them through to the right person. If the operator can hear that the caller is on a bad line, it is recommended to ask for their telephone number so that their call can be returned should they be disconnected for any reason.

Caller: “Thank you”

Figure 1: The “Perfect” new business call handling

Bash, ComXo Employee: “Hello Andrew, you’re through to Bash. I understand you would like to discuss MultiVoice our voice conferencing service?”

The operator passes on all the details to Bash prior to transferring the call to ensure the caller doesn’t need to repeat themselves unnecessarily and Bash is prepared to advise accordingly.

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2. Sales Call (see Figure 2.) Switchboard teams are often busy dealing with un-solicited sales calls. Calls of this type can sometimes be frustrating for operators; however it is important to remember that a pushy sales person today is a client of tomorrow. Being rude and abrupt is never the preferred way to deal with these callers.

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T H E “ P E R F E CT C A L L”

1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

K  EY TIP: Many companies have a strict no sales calls policy. Some even take it as far as not giving out names when asked who is responsible for which areas, this is all to do with confidentiality and should be upheld by each operator as a matter of course. Be mindful of the particularly experienced salesman who has a way with words!

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The caller doesn’t have a named contact so is unlikely to have spoken to anyone at the company before. It is a clear sales call. Some companies have a strict “No sales calls” policy, however ComXo do allow calls to go through to their departments announced – a defined process in their call handling. Although this is a sales call the marketing team may be interested in the services they are providing and the operator announces the call to a member of the team.

Caller: “Hello I would like to speak to someone in your Marketing department regarding your digital marketing strategy” ComXo Operator: “Certainly, I will try our Marketing department for you. Can I take your name and company name please?” Caller: “My name is David and I am calling from Digital Marketing Gurus”

The operator is reassuring the caller that they are through to the right company and that they are friendly and ready to help.

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ComXo Operator: “Good afternoon ComXo, Charlotte speaking, how may I help you?”

T H E “ P E R F E CT C A L L”

1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

The operator is informing the caller that they need to be directed to the marketing team and has asked for their details.

ComXo Operator: “Thank you David, I‘ll try the line for you” Caller: “Thank you”

Figure 2: The “Perfect” sales call handling

ComXo Operator: “Hello David, unfortunately our Marketing Team have declined to take your call. Can I suggest that you email [email protected] detailing your enquiry and should it be of interest then a member of the team will be in touch”

The team member has declined to take the call. The operator takes control and passes this information onto the caller. This avoids them continuously calling back and turning into a nuisance caller.

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3. Existing Customer (see Figure 3.) A client may be directed through to your Switchboard or perhaps end up there if they do not want to leave a voicemail. If the person they would like to speak with is unavailable, then every effort must be taken to either direct them to someone else or take a meaningful message and relay immediately.

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T H E “ P E R F E CT C A L L”

1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

www.comxo.com

Tel:01753 710430

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The operator is aware that Luke Maddon is part of the Client Management team and that this is likely to be an existing customer.

From the detail provided, the operator is aware that this is an important call and it should be transferred as quickly as possible to the intended individual.

Caller: “Hello I would like to speak to Luke Maddon please” ComXo Operator: “Certainly, I will try his line for you. Can I take your name and company name please and what your call is regarding?”

The operator is trying to get as much information as possible in order to pass over to Luke.

Caller: “Its Helen Turner calling from Jennetts Legal . I spoke to Luke yesterday and I would like to clarify something in a proposal I have just received” ComXo Operator: “Thank you, I‘ll try the line for you” ComXo Operator: “Helen, I’m connecting you through to Luke now”

Figure 3: The “Perfect” existing customer call handling

The operator is reassuring the caller that they are through to the right company and that they are friendly and ready to help.

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ComXo Operator: “Good afternoon ComXo, Charlotte speaking, how may I help you?”

T H E “ P E R F E CT C A L L”

1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

Luke, ComXo Operator: “Good afternoon Helen, you’re through to Luke. I understand you would like to discuss the proposal I sent over?”

It is worth noting that if the caller had been male the operator should have addressed him as “Mr X”. With female callers it is more difficult to decipher their title – noone should ever assume. Luke greets his customer and reiterates what she has already said regarding the nature of the enquiry to avoid her having to repeat herself.

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1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

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T he 4 P ’ s of great S witchboard S er v ices

5. The 4 P’s of great switchboard services ComXo is a business built on 4 core values, better known to our customers and team members as the ComXo 4 P’s. These values are paramount to our success and help to guide us in how we communicate between ourselves, our clients and suppliers. We pledge to embody the following core values: Politeness, Proficiency, Professionalism and Personality. Having worked diligently to ensure that we embody the appropriate behaviours for each of the 4 P’s, we have put together a guide applied to switchboard services. The guide includes red and green flag behaviours and the impact these have on your clients and potential clients who call into your Switchboard. We have also added in potential blockers that may mean your Switchboard team are unable to embody the true green flag behaviours. Key Tip: These are great starting points when looking to put together an appraisal for each operator or of course, looking to recruit these individuals in the first place!

Politeness Always be polite. Politeness and a gentle, but in control deference will cover up for a multitude of sins. Even if an operator stumbles, spells a caller’s name incorrectly or is unable to access the correct information, politeness will bring you quick forgiveness. Green Flag Behaviour Being mindful of the language you are using, saying please and thank you and speaking clearly and eloquently. Red Flag Behaviour Not listening to callers properly and being unaware of their individual circumstances and the potentially confidential nature of their call. Potential Blockers Senior stakeholders being concerned about the time that each call is taking to be handled and transferred where necessary. This can lead to operators rushing through calls due to the increased pressure, when the real focus should be on the overall caller experience. Key Tip: Never use a heavily accented voice on a Switchboard. For some people accents mean diminished clarity and they find it very difficult to understand what is being said. As you do not have the benefit of any visual communication, the voice has to say it all.

Proficiency Individuals who are competent, efficient, thorough and well-planned. Each call should have a defined escalation that leaves the caller knowing the operator is an expert at their job and that the company is truly professional and efficient to deal with. Green Flag Behaviour Being on time and well-prepared is a sign of a great Switchboard operator. Having all the information necessary to carry out their role is vital. This may be by ensuring that they are aware of their colleagues movements for the day/week and equipping them with the correct call handling instructions in each situation.

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Potential Blockers Not having the tools and information available to them. Individuals within the organisation or their secretaries should be responsible for ensuring the Switchboard have all movements recorded. Professionalism Individuals who are organised and presentable, are accountable, knowledgeable and polished. Operators will be dealing with a range of callers from couriers to CEOs and should look after their calls in a structured and professional manner that reflects the professionalism your company would like to aspire to. Green Flag Behaviour Arriving at work on time and well presented. Your switchboard team are the shop window to your brand and should be presented immaculately. Red Flag Behaviour Being late to work and back from breaks, resulting in other team members having to cover the absence. This gives an impression that these individuals are not team players which impacts negatively on group cohesiveness. If their colleagues were unwilling to cover then reception may be left unattended and calls could be missed. Potential Blockers Individuals may not be invested in the company and could feel like they are not valued. They therefore are unmotivated and uncaring about the impact their behaviour has. Being sure to have regular 1:1s with team members should alleviate any grievances which may cause changes in attitude. It is for these reasons that you should avoid bringing in temporary staff – this important touch point should be serviced by individuals with a vested interest.

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Not completing tasks in a timely fashion and missing deadlines all impacts Red Flag Behaviour on other people within the organisation.

T he 4 P ’ s of great S witchboard S er v ices

1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

Personality Definition: Individuals who are charismatic and cultured. Personality is a key differentiator, if your organisation differentiates itself through people, then ensure your operators’ personalities shine through from the initial greeting. Green Flag Behaviour

Being happy, approachable and welcoming to visitors.

Not making eye contact with visitors or other colleagues, being loud and Red Flag Behaviour opinionated and generally over-bearing to be around. Potential Blockers Individuals not having the correct skill set for the role. When recruiting for Switchboard staff it is vitally important that each individual encompasses key skills to enable them to perform the role effectively.

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1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

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H ow y our C allers percei v e y our B rand

6. How your callers perceive your brand At ComXo we pledge to help our clients remove operational challenges and help them protect their brands. This section of the guide has been compiled to give some theoretical reasoning behind the impact that less than perfect call handling can have on your brand, and how the presentation of your company impacts on your clients’ and prospects’ overall perception. It will include some thought provoking take-aways that will certainly resonate and go some way to explaining the suggested best practice tips included. Branding and its importance to the Marketing Mix The Marketing Mix was initially defined by McCarthy in 1960 who defined the mix in terms of Product, Place, Price and Promotion, conveniently all beginning with the letter “P”, so the phrase, “the 4 P’s of the marketing mix” was born. (Cited Blythe, 2006) These four components quickly became seven with the addition of three more components, People, Process and Physical assets. (Doole & Lowe, 2008). To expand our understanding on what the Marketing Mix constitutes we have called upon some well-known writers in this field for some definitions. Murphy (1987) defines the Marketing Mix as being, “a little like cooking - part of the skill is in the selection of the elements in the mix, part is in the blending and cooking and part is in the presentation” (Murphy, 1987). Murphy led the way with his definition and his ideas are shared by The Chartered Institute of Marketing who in 2006 stated that, “each of the ingredients of the Marketing Mix is a key to success. No one element can be considered in isolation - you cannot for example develop a product without considering a price, or how it will reach the customer”. It is therefore vitally important for elements of the Marketing Mix to compliment each other to ensure that the Brand is made up of the right elements and is presented to your clients in the best way. For the purpose of this guide we can only assume, based on our experience with our own clients that the importance of consistency across the mix has been recognised as a priority. We have however chosen to focus on the People element, “People are crucial to success in marketing” (Blythe, 2006). How your Brand is presented, is largely dependent on the people you have representing you and the way they are presenting you. Please see the Switchboard set-up and Call Handling sections of this guide for examples of good practice in presentation. Brand Perception and its direct influence on behaviour The success of Brands is based entirely on consumer’s perceptions that are shaped by their functional experiences with the product or service, as well as the emotional experiences the customer associates with the product and company. (Capv, 2008) Although the writer is focussing on consumer perception, and although alluding to the B2C sector, this concept is easily transferrable to B2B also. How our perceptions are shaped of anything, be it people, an organisation or a consumer brand is dependent on the experience we have; bad experiences will remain in individuals’ minds and influence future behaviour.

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The Cambridge Dictionary (2009) has defined perception as being, “a belief or opinion, held by many people and based on appearances”. Although this definition is rather simplistic it is useful in order to understand the basic concept. The idea that perception is based on appearances reinforces the idea that Davidson (1997) states in the Branding Iceberg (Figure 4). There is a difference between what can be seen and what cannot be seen and it is these visual representations that influence their perception.

Symbol Brand name Presentation Advertising Price Key assets and competencies

WHAT YOU CAN SEE

High quality Efficient production

WHAT YOU CAN’T SEE

Figure 4: The Branding Iceberg

Strong R&D Low cost operation High service levels Effective selling

(Davidson, 1997)

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Strong supply chain

H ow y our C allers percei v e y our B rand

1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

As well as the general appearance of a company and their brand it is important to remember, as Davidson stated in his ‘Branding Iceberg’ that High Service levels are key competencies that can only strengthen your overall offering. Kotler et al (2005) places emphasis on the relationships formed between the customer and the organisation and suggests that Relationship Marketing is “the process of creating, maintaining and enhancing strong, value-laden relationships with customers and other stakeholders.” This is moving into a very current phenomenon in the business world of Customer Relationship Management. CRM at a basic level refers to a company’s ability to retain their customers and the processes they have in place in order to ensure their loyalty. Consistently good service is a great example of how organisations can maintain this loyalty and this needs to be executed at all touchpoints. Your Brand as a key differentiator from the competition The Professional Services sector have long understood the importance of differentiating themselves to the competition and one way they do this is by adding value to what could essentially be perceived as a commodity sell.

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1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5.The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

HIGH

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price differentiation

H ow y our C allers percei v e y our B rand

BRANDED MARKETS

COMMODITY MARKETS

LOW HIGH

product/image differentiation

LOW

Figure 5: From Brand to Commodity (De Chernatony & McDonald, 2003)

De Chernatony and McDonald (2003) have plotted product differentiation against price in comparison with commodity markets. In order to justify high prices, organisations need to differentiate themselves; many professional services organisations do this by offering their clients other services such as consultation, seminars on areas of interest and ultimately diversify their offerings to reflect what their clients need. Exceptionally high service levels maintain customer loyalty and can go some way to justifying a high price point. If customers are looked after when they come into your offices, feel valued and their queries are dealt with professionally and efficiently, they will have little reason to look elsewhere. These elements affect the customer’s experience with the brand and can offer an important source of differentiation from the competition. Protect your Brand When formulating a brand it is vitally important that time is taken to ensure that it is built with a long-term strategy in place, “you should never underestimate how important it is to get it right at the very beginning” (Bridge, 2008). Ensuring that all elements of the marketing mix are consistent and messaging is communicated to all employees should be made a priority at the very beginning. This should be at all touch points - in the marketing, in the way the calls are handled through to the service delivery. We often have clients coming to us who have recently merged or are opening international offices and are looking to maintain consistency across all offices; we do this by plugging in our services and providing the same service levels irrespective of where they are in the world. ‘Brands are a company’s most precious asset’ (Kapferer, 2000) and it is with this in mind that we seek to help our customers recognise how important it is to protect their brands and add significant value.

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1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

We have considerable experience in helping clients improve the quality of their Switchboard call handling. Mystery Shopping is a key method that we suggest as a means to identify the first impression callers are receiving when they call into yours or your competitors’ Switchboard. Researchers usually pose as customers or potential customers to experience how you portray your brand at various touchpoints within your business. It’s relatively easy to set up some research yourselves, but it does take a while to build up some experience and apply the technique to your own company. However we have found that if you have done your own research in-house then you may be more likely to act on the findings. In order to carry this out we have developed our own Mystery Caller service which you can access for free at this link: http://www.comxo.co.uk/Mystery_Caller_Test.axcms which allows you to record your own calls. Whilst listening to the calls work through the checklist below:

GREETINGS

Has the correct greeting been given in full?

PROFICIENCY

Have we taken the correct details for the call? Have we listened and understaood what the caller wants?

PROFICIENCY

Have we confirmed and checked all details with the caller?

PROFESSIONALISM Confidence & Taking charge

Do we sound as if we know what we are doing? Do we take charge of the call and come across with confidence?

POLITENESS

Is there appropriate use of the callers name and please, thank you, certainly etc?

PERSONALITY

Have we made the caller feel welcome and looked after? Have we used our personality to positive effect and engaged with them?

VOICE

Is the voice clear, welcoming, bright, attentive and sounding interesting

Details

Confirmation

Not acceptable

Coaching required

Acceptable

Exceptional

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Checklist

OVERALL ASSESSMENT

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S witchboard M y ster y C aller C hec k list

7. Switchboard Mystery Caller Checklist

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1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

We pride ourselves on delivering exceptional Front of House services that will portray your brand in its best light. If you have any questions about anything that has been covered in this whitepaper or would like some more information on the services we provide, please do not hesitate to contact us on the details below:

Call: 01753 710430 Email: [email protected] Web: www.comxo.com

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getting in touch

8. Getting in Touch…

www.comxo.com

Tel: 01753 710430

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1. Introduction 2. Switchboard set-up 3. Call handling 4. The “Perfect Call” 5. The 4 P’s of great switchboard services 6. How your callers perceive your brand 7. Switchboard Mystery Caller Checklist 8. Getting in touch 9. References

Blythe, J. 2006. Principles and Practice of Marketing 4th Edition. FT: Prentice Hall. Bridge, S. 2007. Brush up on branding. Times Online. Available from: http://business.timesonline. co.uk/tol/business/entrepreneur/article1186892.ece- accessed 2nd August 2013

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Davidson, J. 1997 Even more offensive marketing: an exhilarating action guide to winning in business. Penguin. London Ltd.

references

9. References

De Chernatony, L. and McDonald, M., 2003 Creating powerful brands in consumer, service and industrial markets. 3rd edition . - Oxford : Elsevier Butterworth-Heinemann. Doole, I. And Lowe, R., 2009. International Marketing Strategy. 5th Edition. South-Western. Cenage Learning. Kapferer, J.N., 2000, Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 2nd Edition. Kogan Page. Kotler, P., Armstrong, J., Saunders, G. and Wong, V., 2005. Principles of Marketing. 4th edition Harlow: FT Prentice Hall. Murphy, J., 1987. Branding: A Key Marketing Tool. Macmillan Press Ltd.

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WHO WE ARE

At ComXo our talented, well-spoken teams deliver exceptional Switchboard Support Services to the corporate sector 24 hours a day, 365 days a year. Using our own proprietary technologies we drive business efficiency and enhance and protect the voice of our customers’ brands. Our purpose is to improve your customers’ experience of your organisation at multiple touch points, by providing simple, easy to use solutions that deliver huge value. As trusted partners, we have been working with our customers for almost 25 years helping to remove operational challenges and inconsistencies, combining talented people with our pioneering technologies to deliver truly superior and unrivalled products and services. If you would like to learn more about how ComXo has helped similar businesses to yours, please do get in touch.

www.comxo.com

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Tel: 01753 710430

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