Unit A11
Deal with incoming telephone calls from customers
What you will learn: ■■
To use communication systems effectively
■■
To establish rapport with customers who are calling
■■
To deal effectively with customer questions and requests
■■
To know how to deal with incoming telephone calls from customers
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NVQ/SVQ Level 2 Customer Service
This unit is all about creating the right impression and image with customers who make telephone calls to your organisation. This will involve you creating rapport with customers by the way in which you speak with them. To achieve customer satisfaction, your customers need to have confidence in you that the transaction will be handled well both during the telephone conversation and afterwards. Operating your telephone system effectively is paramount as is your ability to access information whilst speaking with your customers. Dealing with customers by telephone is increasingly a key part of many organisations’ customer service procedures. Your customers will have been able to prepare or think about what they want to say to you before making the call. You need to be ready to deal with this instantly.
Unit A11 Deal with incoming telephone calls from customers
In addition, some calls will be made with the customer already in a negative frame of mind. This might be because of a perception that there will be an aggravating call waiting system to deal with or, because the customer is using the telephone as a means of sorting out a problem. An incoming call can be from a landline telephone, a mobile telephone, Internet telephone connections, video telephone systems or any other technology that involves a conversation at a distance. What is important is that you are able to deal with incoming calls and use effective communication skills to ensure your customers are satisfied with the outcome of each call they make. You need to consistently:
• use communication systems effectively • establish rapport with customers who are calling
• deal effectively with customer questions and requests.
Showing you are able to deal with incoming calls effectively will help your career as the telephone is a popular method of communication and you will be showing you can effectively deal with customers who you cannot see face to face. Note Where this unit includes knowledge and understanding dealt with in other units we have signposted you to the relevant sections. Please refer to these to supplement or start your learning.
Showing you are able to deal with incoming calls effectively will help your career.
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Deal with incoming telephone calls from customers
Use communication systems effectively What you need to know and learn ■■ Why it is important to operate your telephone system effectively ■■ What your organisation’s guidelines and procedures are for the use of
telecommunication equipment ■■ Why it is important to speak clearly and slowly when dealing with
Why it is important to operate your telephone system effectively The telephone is a very popular form of communication in business today. There are many reasons why the telephone is often the preferred means of communication including the fact that it is a very immediate form of communication – there is no delay in getting a response. Customers can telephone to seek advice, ask questions, provide information, buy products or services; while organisations can use the telephone to update customers on new products or services or to keep them informed of progress with existing transactions. Used properly, the telephone can be very effective. Used poorly, it can destroy customer satisfaction in a flash. Poor use of the phone can include not using the telephone system properly as well as not being careful about what is said during telephone conversations. If used properly, customers will be able to:
• achieve more in a five-minute telephone call than in an hour of travel to your premises
• save money as it will probably be cheaper to use the phone than to travel • use the telephone for a variety of general queries as well as more complex issues.
Telephone management
Deal with incoming telephone calls from customers
■■ How to use the information you obtain from an incoming telephone call.
Unit A11
customers by telephone
You may not have a great deal of control over the location of telephone equipment, or the number of telephones, workstations and answering machines. However, it is vital these are all managed effectively by the people who do have responsibility, so let your manager or supervisor know if you are experiencing difficulties.
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NVQ/SVQ Level 2 Customer Service
There are, however, a number of things that you can control to make life easier when dealing with customers on the telephone. Some key pointers are shown in the checklist below.
Checklist – Telephone management
• •
Keep your workspace tidy.
• •
Know where and how to report faults.
Keep a list of frequently used numbers handy or store them in the telephone system.
Unit A11 Deal with incoming telephone calls from customers
Know how to operate any back-up systems when faulty equipment is being fixed.
•
Know where to access information on products or services and/or keep this information close to the telephone.
•
Keep a supply of paper-based message-taking stationery near to the telephone for when electronic communication is not appropriate.
Portfolio task
Links to a11.1.1, a11b
1 Think about the way in which you operate your organisation’s telecommunication equipment. Make a list of the key things you need to do when using the equipment. 2 Make sure you include in your list the process you need to follow to report any faults with the equipment you use. Include any back-up procedures in place pending faults being fixed. 3 Add to your list what you need to do to transfer a call to another person. 4 Using your findings, explain to your assessor how you operate your organisation’s telecommunication equipment.
Functional skills English: Writing and Speaking, listening and communication You may be able to use your written list as evidence towards Level 1 Functional English: Writing. Your list should be effective preparation for a discussion with your assessor. So, make sure it is written in a logical format to help you to explain your findings clearly to your assessor using appropriate language. You may be able to count this as evidence towards Level 1 Functional English: Speaking, listening and communication.
5 Obtain witness testimonies which show you can operate telecommunication equipment efficiently and effectively.
What your organisation’s guidelines and procedures are for the use of telecommunication equipment As well as telling you how to operate the telephone system, your organisation will probably also have guidelines and procedures relating to its use. This helps staff to know what is expected from them when taking an incoming call. The procedures help to create the right image with customers and to stop bad telephone manners happening. Having a standard telephone answering style will ensure customers get a consistently good level of service no matter who answers the phone.
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Deal with incoming telephone calls from customers
Figure 1 is an example of a typical set of guidelines an organisation might have. We expand on the areas outlined in this figure as you work through this unit.
Best practice Manual
22
When taking calls you must not: ✗ try to cope with some other task at the same time ✗ be rude, aggressive or unhelpful ✗ pass the blame or take offence if the caller is making a complaint ✗ transfer a call without telling your colleague who is on the line the name of the caller and the details of their query ✗ ignore a ringing phone ✗ put the answerphone on when there are staff available to help
Figure 1: Typical guidelines for handling incoming telephone calls
Portfolio task
Links to a11a
1 Find out if your organisation has guidelines and procedures relating to the use of the telephone or other telecommunication equipment. Make a list of the key points.
Deal with incoming telephone calls from customers
✓ answer the telephone within 5 rings or 10 seconds ✓ use the standard greeting including introducing yourself with your full name and service area ✓ confirm the identity of the caller ✓ have easy access to a database of contact details for other staff (including their roles and responsibilities) ✓ keep message-taking materials handy – use pre-printed message forms ✓ apologise if the caller is complaining and say it will be investigated (follow complaints procedures) ✓ seek permission from the caller if you need to put them on hold ✓ if transferring a call, do so by passing on the caller’s name and details ✓ if nobody is available to help, ask the caller if they wish to be called back or to call back themselves ✓ if the caller opts to call back later, give the full name and direct number for the person they need ✓ listen carefully ✓ speak clearly and slowly ✓ adapt your communication style to meet individual needs ✓ stay positive and say what you can do, not what you cannot do.
Unit A11
When taking calls you must:
2 Using your findings, describe to your assessor your organisation’s guidelines and procedures for the use of telecommunication equipment.
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NVQ/SVQ Level 2 Customer Service
Why it is important to speak clearly and slowly when dealing with customers by telephone Bear in mind that communicating at a distance by telephone will have effects on your customers which do not apply during face-to-face communications. These include:
• lack of visual contact • time distortion • your reaction when the telephone rings. Lack of visual contact
Unit A11 Deal with incoming telephone calls from customers
Your customer cannot see you or the equipment you are using. If there are distractions in your workplace (such as safety issues, colleagues calling for your help or anything else which causes you to lose focus) customers cannot see why this is happening. It is therefore vital that you tell customers what is going on. Keep them informed of what you are doing and the actions you are taking. It is not a good idea to keep silent, unless you need to give your customers thinking time.
Key term Rapport – a sense of being comfortable with someone, whether or not you know him or her well.
You need to quickly establish rapport with a customer. We look at this in the next section. Neither you nor your customer have the benefit of seeing the non-verbal behaviour which is so helpful in giving clues as to what people are feeling. This means rapport can be harder to establish at a distance. You should still smile even though your customer cannot see you. It is very important to use courtesy words and phrases because you will not be able to show courteous behaviour well in any other way.
Time distortion If you are dealing with a customer face to face, there will be plenty of things for them to see or do while waiting for your attention. The queue or wait may be unwanted but it will seem even longer to a customer kept waiting on the telephone. This is because most people find a few seconds kept waiting on the telephone actually feels like many minutes. There are no distractions to keep the customer amused save for literally holding the phone. Customers may also have unrealistic expectations about telephone answering (in the same way as many people do about email).They will expect an immediate response as soon as they have pressed the numbers. In reality, this may not happen as calls are often held in a queue until the next agent becomes available. Be aware of this as it may make your customer a little impatient. They may not be listening too carefully so you will need to speak clearly and slowly.
Your reaction when the telephone rings It would be helpful for you to ask yourself how you react to a ringing telephone. Are you someone who jumps at the sound of the bell ringing? If so, what effect
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Deal with incoming telephone calls from customers
does this have on the service you provide? If you then take the call hurriedly, this might make you sound breathless and speak quickly, which might prevent you from building rapport with your customer.
Dealing with customers who find your language or accent difficult to understand In addition to speaking clearly and slowly, you may also need to adapt your speech to meet the needs of customers who find your language or accent difficult to understand.
Signpost For more information on doing this, please refer to the section How to maintain effective communication with customers whose language, accents or dialect are different to yours in Unit A3 Communicate effectively with customers in the Candidate Handbook. A checklist is given below.
Checklist – Helping customers whose accents, language or dialects are different to yours
• • •
Slow down your voice. Keep a smile in your voice. Avoid using jargon.
•
Use silence to allow your customer time to understand and respond.
• •
Match your customer’s style. Check with customers any changes to your voice are helping.
Of course, it is also good practice to follow the pointers in the checklist when dealing with any customers who are having trouble understanding you.
Portfolio task
Links to a11.1.2, a11c, a11e
1 Explain to your assessor why it is important to speak clearly and slowly when dealing with customers by telephone. 2 Explain to your assessor why it is important to adapt your speech to meet the needs of customers who find your language or accent difficult to understand. Include in your explanation any words or phrases you use which you have found your customers do not understand. Explain how you use alternative words or phrases. 3 Obtain witness testimonies which reflect your explanations.
Unit A11
Improve the way you sound by remembering to breathe. The deeper you breathe, the firmer your tone will be. Vary your voice to avoid speaking in one way; a flat voice is very dull to listen to and your customer will soon get bored. Learn how loudly or how softly you speak.
Deal with incoming telephone calls from customers
A calm approach is needed. Put a smile in your voice and answer the telephone in a friendly and reassuring manner. Take care not to let the customer feel he or she is interrupting you from doing something else.
Functional skills English: Speaking, listening and communication If you clearly discuss your thoughts and opinions with your assessor using appropriate language, you may be able to count this as evidence towards Level 1 Functional English: Speaking, listening and communication.
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NVQ/SVQ Level 2 Customer Service
Reception quality It is also important to remember that the reception on the telephone line could be poor. So, while you may be able to hear your customer perfectly well, he or she may be having problems hearing you. Slowing down your voice and speaking clearly will help in these situations.
How to use the information you obtain from an incoming telephone call
Unit A11 Deal with incoming telephone calls from customers
Working in customer service, you may often be in a position where your telephone conversations enable you to have access to a great deal of information about your customers. Some of this information will need to be recorded. This might be when customers:
• advise you of a change in personal circumstances (for instance, a change of address)
• advise you of a change to a regular order • provide you with additional information which you or your organisation have requested
Signpost To pick up tips on listening skills please refer to the section How to listen actively in Unit A3 Communicate effectively with customers on page 73 in the Candidate Handbook.
• give you instructions about a new order • make a complaint or say ‘thank you’ • provide feedback on a product or service. You will need to listen carefully to what your customer is saying so that you can both respond appropriately and update your records. To do this accurately, your listening skills must be in full working order.
Selecting information to record and store There is no need to record and store absolutely everything a customer tells you. With experience, you will soon recognise what is important information and what is simply just ‘nice to know’. The types of things you should always record are contained in the list above. What you need to aim for are the key points of the conversation. This will probably always include:
• changes to existing information • actions agreed with the customer • promises made to the customer • details of complaints made • feedback received.
What else can you add to this list relative to your own customer service role?
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Deal with incoming telephone calls from customers
Sometimes, you will be able to record the information as the conversation progresses. Much will depend on your organisation’s systems and equipment. Alternatively, you may need to take notes after the call has ended and then transfer these to a more permanent record.
Portfolio task
Links to a11.1.3, a11.1.4, a11.1.5, a11f
Make a list of the main types of telephone conversation you have in which you collect customer service information. For each one, describe to your assessor:
3 what your organisation’s guidelines are for recording and storing information taken during incoming telephone calls
1 the types of information your organisation specifically asks you to record
4 how you update customer records.
2 what you do to ensure the information you record is accurate
Obtain witness testimonies (or be observed by your assessor) which show you listen effectively and are able to select, record and store the key points of the conversation.
Establish rapport with customers who are calling What you need to know and learn ■■ Why non-verbal communication is important on the telephone ■■ How to greet your customer.
Why non-verbal communication is important on the telephone
Deal with incoming telephone calls from customers
You must ensure you take steps to maintain confidentiality when dealing with any information which is sensitive. Sensitive information is not just information which is ‘personal’ or ‘surprising’ or perhaps of commercial interest to a competitor. Any information about a customer is potentially sensitive in that a customer has a right to privacy. Information should be stored in such a way as to prevent it from theft, fraud, interference, unauthorised access and accidental loss. That can be quite a tall order! However, your organisation will have ways of helping you to do this especially if information is stored on a computer.
Unit A11
Sensitive information
Think about this scenario. You are in a shop choosing a DVD for the weekend. The sales assistant gave you what you wanted in complete silence until she handed you your change. She then spoke to the floor saying ‘Have a good weekend’. Yes, the words were there, but they lacked sincerity. It would have been better if the
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NVQ/SVQ Level 2 Customer Service
assistant had looked into your eyes when wishing you a good weekend, and even better to have said ‘Have a good weekend’ with a smile on her face. This makes the words appear genuine. When using the telephone as a means of communication, your customer will not be able to see your non-verbal behaviour, for example, the way in which you use your hands or your facial expressions. This means a significant part of the way in which people communicate with one another is ‘lost’. What can you do about this? You can smile when taking incoming telephone calls and make a real difference to the customer’s experience. Because it is impossible to give eye contact, you need to speak with conviction and with a smile on your face to show you are genuine. This is especially important in the greeting and in the goodbye.
Unit A11 Deal with incoming telephone calls from customers
Although it is a good idea to speak with a smile on your face most of the time, it will not always be appropriate to do so. Your facial expressions should match what you are saying and the impression you wish to create. If you frown you are likely to sound different from when you smile. Frowning in general is not to be encouraged, but there may be a few occasions when it will help to convey the right emotion – for example, when you wish to express concern. Your customers will still be able to detect that you are smiling or frowning even though they cannot see you.
v046897_ph_045
What can you do to communicate more effectively on the phone?
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People like to do business with people who are nice and, more importantly, friendly. It really is that simple. SMILE because it will show through in your voice. Give the customer your full attention. Even though you may have heard the same question many, many times, for each customer it is the first time they have asked you that question.
Deal with incoming telephone calls from customers
Portfolio task
Phrases: Good morning
Phrase spoken with...
The effect is...
a frown eyebrows raised eyes focused a smile eyebrows screwed up eyes looking at something else mouth turned down
Goodbye
2 What is the impact of each change in your facial expression?
How may I help you?
3 What do you need to do to ensure you are conveying the right messages?
What is your name? What is your reference number? Is there anything else I can do for you?
4 What do you need to do to ensure you are creating the right impression? Use your findings to describe to your assessor the effects of smiling and other facial expressions that can be detected by somebody listening to you on the telephone.
How to greet your customer When the phone rings, how do you feel? Do you feel your heart beat faster? Do you wonder how you will manage to deal with the call as well as doing hundreds of other things? Are other customers or colleagues asking for your help too? All these situations may add stress or pressure to your normal routines. However, this can be overcome through good preparation, a sound working knowledge of your products or services and a positive attitude. Bear in mind you have little or no control over:
• who calls you • the timing of the telephone call • other customers who may need help at the same time • other tasks needing to be done • other colleagues who misdirect telephone calls to you.
A version of the table used in this task, ready for you to complete, is available to download from www.contentextra.com/customerservice
Unit A11
Alternatively, ask a colleague to listen to you doing this task by phone and ask him or her for feedback.
Effects of using different facial expressions when I speak.
Deal with incoming telephone calls from customers
1 Record your voice saying the phrases below. Use different facial expressions when you say each phrase and write down the impact when you listen back. Copy and complete the table for each phrase. Add any other facial expressions you wish to get feedback on.
Links to a11d
Your greeting When customers ring you, they will want to know who they are speaking to and possibly your role. Your telephone system, however good it is, will give you the opportunity to hide away from your customer if you do not give your name.
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NVQ/SVQ Level 2 Customer Service
Rapport will not be established and your customer may be less likely to answer any personal questions you need to ask. Make your greeting warm and friendly. Many organisations will have their own guidelines for what to say when greeting customers who telephone you. This is to ensure everyone is treated with respect and knows who they are speaking to. Greetings might follow this format: 1 Greeting: ‘Hello’, ‘Good morning’, ‘Good afternoon’, ‘Good evening’ 2 Company name: ‘This is ….’ 3 Personal ID: ‘My name is….. and I am ….’ 4 Offer: ‘How may I help you?’
Unit A11 Deal with incoming telephone calls from customers 12
The lack of visual contact also has the potential to make your customer feel left out or isolated especially if kept waiting for the call to be answered or on hold. To avoid this, many organisations play music. However, there are a great many customers who hate this music and find it more irritating than silence. Bear in mind you will need to make extra special efforts to build rapport if you know your customer has been kept waiting. This means that even when you greet a customer in an appropriate way, you still might not get the reaction you would wish for. Work hard to remain positive and keep a smile in your voice and you will soon build rapport.
Confirming the identity of your customer When you worked through Unit F2 Follow the rules to deliver customer service in the Candidate Handbook, you will have covered the Data Protection Act and how it seeks to protect your customer’s personal information. If you are working in a role where this applies, your organisation will have guidelines on how to check your caller is indeed who they say they are. This could include asking for date of birth, mother’s maiden name, first line of address, place of birth etc. These details are often requested as a security measure when a customer first starts dealing with an organisation. Then, when he or she telephones in the future, they can be asked questions based on the information previously given.
Signpost Please refer to the section How to use questions to check your understanding in Unit A3 Communicate effectively with customers on pages 80–81 of the Candidate Handbook. We also deal with using questions in the next section in this unit under the heading How to identify and select the options you have to respond to your customer.
What customers hate though is being asked for things like account numbers, reference numbers or security information before they have been given the chance to state their name. Remember, they are people not numbers.
Next steps Your greeting will be over in a flash. Make sure your listening skills are turned on fully. If they are not, you run the risk of misunderstanding what your customer wants. Time will be wasted, errors may occur and your customer will get frustrated. You may well need to ask questions to clarify just what it is your customer wants. Again, you need to be focused on getting straight to the heart of the matter. The best way to do this is to ask assertive questions. This simply means asking clear questions which will require a full answer.
Deal with incoming telephone calls from customers
During the first minute or so of the call you will be:
• greeting your customer • checking his or her identity (if appropriate) • listening actively • using effective questions to clarify what your customer wants • keeping focused on why the call has been made and what the customer wants • striving to meet your customer’s expectations.
2 Make a list of the key points you need to include in your greeting and use this to describe to your assessor how you greet your customers. Also discuss how you check your callers’ identities.
3 As you work through the portfolio tasks in this unit, there will be many opportunities for your assessor or an appropriate witness to observe you dealing with incoming telephone calls. Ensure these observations include:
• times when you are greeting and identifying your customers
• times when you need to use assertive questions to clarify what your customer wants.
Handling abusive calls We hope that most of the conversations you have with customers will be positive and friendly. However, from time to time customers may be less than friendly and become abusive. There could be many reasons for this. For example a customer might:
• be kept waiting a long time for a call to be answered, testing their patience to the limit
• have personal problems and stresses that cause inappropriate behaviour • use abusive behaviour and language when making a complaint • react badly to the behaviour of the customer service assistant and respond with abusive behaviour.
You must deal with any abusive calls in accordance with your organisation’s guidelines. If there is no formal procedure for dealing with abusive calls, you are well within your rights to end the call having given fair warning to the customer to calm down. You might like to try some of the following phrases:
Unit A11
1 Find out now if your organisation has any guidelines on how to greet a customer when taking an incoming call. Make sure you know how to introduce yourself and to check the identity of the caller (if appropriate to your role).
Links to a11.2.1, a11.2.2, a11.2.3, a11.2.4, a11g
Deal with incoming telephone calls from customers
Portfolio task
‘I’m sorry, but I am unable to carry on with our conversation if you continue to talk to me like that. Either you calm down a little or I will have to end this call.’ ‘You sound quite angry at the moment. I think it would be best if you call back when you have calmed down a little.’
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NVQ/SVQ Level 2 Customer Service
Three warnings should be enough. If the customer continues to be abusive after this, you can say something like: ‘I’m unable to continue our conversation. Goodbye.’ In all cases, never fight back with ‘tough words’. An aggressive reaction is often what the abusive caller wants and all it will achieve is to heat up the situation even more.
Signpost
Unit A11 Deal with incoming telephone calls from customers 14
You can find out more about dealing with abusive behaviour in Unit C4 Deliver customer service to difficult customers on pages 219– 246 in the Candidate Handbook.
Portfolio task
Links to a11l
Find out now what your organisation’s guidelines are for handling abusive calls. Describe these (or any informal ways in which you handle abusive calls) to your assessor.
Deal effectively with customer questions and requests What you need to know and learn ■■ How to identify and select the options you have to respond to your customer ■■ How to keep your customer informed of progress ■■ How to take messages for colleagues ■■ How to end the call.
How to identify and select the options you have to respond to your customer Key term Service offer – the extent and limits of the customer service that an organisation is offering.
Having listened to what your customer wants, you now need to make decisions on how best to reply. To do this you will need to know what your organisation is prepared to do for customers in relation to its service offer. To meet customer expectations you need to deliver a reliable service consistently. The checklist below shows you key areas for you to address to be able to do this. If you know all these things, customers will be able to tell you care and are going to be able to help even if an answer is not immediate.
Choosing the best option to respond Sometimes, helping a customer will involve you in sorting out a problem or deciding on which is the most appropriate product or service to meet expectations. Because there is usually more than one way to answer a query you will need to select the most appropriate answer or solution, that is, the one which best meets the needs of your customer, your organisation and your colleagues.
Deal with incoming telephone calls from customers
Checklist – Delivering a reliable service when dealing with incoming telephone calls
• • • •
Know your organisation’s guidelines for dealing with calls.
•
Know who you need to ask for permission to carry out actions or decisions that are outside the limits of your authority.
• • •
Know how to take messages.
Know and understand the products or services you deal with. Keep product or service information readily accessible.
Know how to keep your customer informed of progress.
There are three steps you can go through to help you identify your options when responding to your customer’s queries: 1 Understand the query 2 Consider the options you have for responding 3 Select the right option These steps will also enable you to weigh up the benefits and drawbacks of each option, as we explain below.
Step 1: Understand the query At this stage, your customer will be on the telephone waiting for you to respond. He or she will think the query put to you is perfectly clear. This may be true. However, be careful not to make assumptions and be sure of the facts. You may need to ask questions, for example: ‘Have I fully understood what you just said? You were enquiring about when our interest rates changed...?’ ‘When did this problem first occur?’ ‘Let me see, if I have understood you correctly, you want to see one of our specialists?’ ‘Please explain to me exactly why it doesn’t work.’ ‘Who did you speak to when you called yesterday?’
Deal with incoming telephone calls from customers
Know how to transfer calls efficiently.
Unit A11
Know who to go to for help when a customer asks questions about things which are outside your area of responsibility.
These sorts of question all aim to get to the facts. By now you will know which products or services are involved and whether you are the most appropriate person to deal with the call. If you are not, you may need to transfer the call or put the customer on hold. We deal with this later.
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NVQ/SVQ Level 2 Customer Service
Armed with all the facts surrounding the query you can now start to think about the best option to respond. Your knowledge of your organisation’s products or services will help you to answer many questions quite easily.
Step 2: Consider the options you have for responding All the time you are asking your questions, you should also be listening very carefully to the response. When you have decided you are fully up to speed with your customer’s expectations, you must make a further decision. Do you:
Unit A11 Deal with incoming telephone calls from customers
• immediately answer any queries you have responsibility for dealing with? • refer to a colleague for help, advice or authority to act? • tell your customer you will respond in writing? • put the customer on hold? • offer to call the customer back? Table 1 gives you some ideas of when each of these options might be appropriate. There may be other options applicable to your role. Table 1: Appropriate responses.
Option
When to use
Immediate response
• For simple queries • When a response will not take too long
Refer to a colleague
• When you do not have authority to act • When you are unsure of the answers • When the query is outside the scope of your role
Respond in writing
• When a written record is required, e.g. for legal reasons • When the customer has asked for a written response • To provide a record of actions agreed
Put the customer on hold
• To research information/ask for help (if this can be done quickly)
Offer to call the customer back
• When the customer does not have time to wait for a detailed response • Where research is required • When other customers are demanding your attention. • To minimise the customer’s phone bill.
Step 3: Select the right option To select the right option for responding to queries you need to go through a mental process of thinking about the benefits or drawbacks of each. This can involve thinking about:
• cost – not just money but also the risk of losing business • time – how long it will take to tell the customer what you need to say • authority to act – whether you are the most appropriate person to respond. 16
Deal with incoming telephone calls from customers
Checklist – Selecting the best option
• • • • • • • • •
Ask questions to get facts. Listen actively. Check with the customer that you have understood. Identify what the customer really wants. Answer simple queries immediately. Consider whether a written response is required. Offer to call back if time is an issue. Weigh up the benefits and drawbacks of each option. Make a decision, bearing in mind your organisation’s service offer.
Portfolio task
Links to a11.3.1, a11.3.2, a11.3.3, a11.3.4
Your organisation may have the technology to allow calls to be recorded and listened to again for training purposes. If so, your assessor may wish to use this or observe you:
• identifying options and weighing up the benefits and drawbacks of each • choosing the option most likely to achieve customer satisfaction • providing clear and concise information in response to questions or requests • using questions and answers to control the length of the conversation.
Deal with incoming telephone calls from customers
You should consider using questions and answers to control the length of the conversation. The more focused your questions, the more effective you will be. Similarly, keeping to the point when providing an answer and being sure of what the question or request is in the first place will also help to control time spent dealing with a customer. This can sometimes be a difficult balancing act because your customer will not wish to feel rushed. However, it is important to maintain effective control over time spent with each caller because time is money and there will be other callers waiting for your attention. Your organisation may have guidelines relating to call duration.
Unit A11
Think of the benefits and drawbacks as a list of pluses and minuses. You can draw a line down the centre of a piece of paper, put a plus on one side, a minus on the other and then list your plus and minus points for each option. As this takes time to do, you should only use this method in situations where you have offered to call the customer back.
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NVQ/SVQ Level 2 Customer Service
How to keep your customer informed of progress If there is one thing guaranteed to wind customers up, it is being put on hold and left for too long not knowing what is happening. It is frustrating for customers because they cannot see what you are doing. They will be relying on you to tell them precisely what actions you are taking. For example, you may need to get help from a colleague and so leave the phone to go and speak with them. Your customer cannot see you do this; you will need to let them know you will not be long. That way the silence is explained.
Unit A11 Deal with incoming telephone calls from customers
Tell the customer what you plan to do and give an indication of how long it will take. Consider whether it would be better to offer to call the customer back if you know you will be a long time. That way you will save the customer’s time and their money. It shows respect and is a courteous action to take. There are really only two reasons to put someone on hold:
• while transferring them to someone else • while you get information. Putting your customer on hold
If you need to seek help or authority to act, this is likely to take a while and so you would be wise to offer to call the customer back.
Let your customer know how long you will be If you are going to make a customer wait on hold for any reason, let them know how long they will have to wait. For example: ‘I am going to put you on hold for a few moments while I check…’ If you specify a length of time (such as, ‘I’ll only be a minute’) it will probably feel a lot longer to your customer.
Provide progress reports Keep customers informed of what you are doing by giving them progress reports if you are keeping them on hold for longer than a minute. For example: ‘I am still checking with my colleague. I will be with you shortly.’ ‘I need to look at several files to get the information I need to help you. Please bear with me.’
Thank the customer When you return to the call, always thank the customer for their patience. ‘Many thanks for holding while I checked our records. I can see that...’
Call the customer back If you are asking your customer to hold for an extended period of time, it is probably best to call them back. Promise to call at a specific time or ask when it will be convenient for them. Then keep your promise. ‘The information I need to locate is going to take me a while to find. May I call you back please within the next half an hour?’
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Deal with incoming telephone calls from customers
Portfolio task 1 Think about the times you have to put customers on hold. For example there may be a certain type of query you deal with which means this happens frequently. Or, you may have to deal with unusual requests which involve you in seeking help. Make a list of the sorts of calls you deal with where you find you need to put customers on hold.
Links to a11h, a11k
Use this to explain to your assessor the importance of keeping your customers informed if they are on hold during a call. 2 Your organisation may have guidelines or procedures for taking action to call the customer back. Find out what these are and describe them to your assessor.
It is therefore vital you know how to use your telephone system effectively when putting customers on hold. Otherwise, not only might they be able to hear what you are saying about them to your colleagues, but might also hear what your colleagues are saying in the background, including their conversations about other customers. Confidentiality will not be protected and this might mean you and your organisation suffer legal consequences. It also shows a lack of respect for your customer’s privacy.
Deal with incoming telephone calls from customers
When you are putting a customer on hold (perhaps you are not able to instantly deal with some aspect of your customer’s expectations or you might need to ask for help from a colleague or get some information) you must take steps to ensure you do not talk over an open line.
Unit A11
Do not talk over an open line
Figure 2: Make sure you never talk across an open line.
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NVQ/SVQ Level 2 Customer Service
Portfolio task
Links to a11.3.5, a11.3.6, a11i
1 Find out now how to operate your telephone system to ensure that when you put customers on hold, you are not talking over an open telephone line.
Signpost
Unit A11 Deal with incoming telephone calls from customers
For more information, refer to the section on message-taking on page 88 in Unit A3 Communicate effectively with customers in the Candidate Handbook.
2 Explain to your assessor how you do this and why it is important not to talk across an open line. 3 Ensure you are observed dealing with incoming calls which you need to put on hold.
How to take messages for colleagues There may be many times when you need to pass on a message to a colleague. Perhaps you are covering the telephone over a lunch period or you might be unable to deal with a customer’s expectations and so have to refer to a colleague. Be prepared with paper or a computer or your organisation’s standardised message forms. You need to record enough information for the reader to be able to see what action is required.
Checklist – Taking messages
•
Use standardised message forms which include: o
customer name
o
any reference number/account number/ identification details
o
date and time of call
o
action required – by whom and by when.
• •
Portfolio task
Include your name and contact details. Highlight any critical points, using underlines, different colours, capital letters.
Links to a11.3.10, a11j
1 Think back to times when you have passed messages on to colleagues. 2 Make a list of the details you should include in order to ensure the customer’s expectations are met. Keep this list for your portfolio. 3 Ask for witness testimonies for your portfolio from colleagues you have passed messages to.
Functional skills English: Writing If you use accurate punctuation and spelling and correct grammar when making your list, you may be able to count it as evidence towards Level 1 Functional English: Writing. Print out a copy for your portfolio.
Transferring calls Sometimes a call may be misdirected to you or you find out from questioning a customer that he or she should really be speaking to a colleague. In these situations, you will need to transfer the call. This is another area where customers can get very frustrated with the standard of service received.
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Deal with incoming telephone calls from customers
One of the biggest annoyances for the customer is when you let him or her talk at length, then tell them you need to transfer the call to another person, but do so without passing on the information you have already been given. Good customer service means the customer not having to repeat the same information again. If you are going to transfer a call, tell the customer what you are going to do: ‘I am going to transfer you to Jeanette Samson in online orders.’ If you are aware of any problems which might occur, be open and say so.
How to end the call The objective of your call is now over; you have sold the goods, fixed the problem, made an appointment, gained a customer. Whatever the situation, always make sure you end the call in a professional way.
Summarise the call Often telephone conversations cover a wide range of things as well as the real reasons for a customer calling. So it is a good idea to summarise what actions have been agreed. Use your questioning skills to make certain the customer agrees with what has been proposed. State who is responsible for what actions and be precise with times and dates. Also make sure that all your customer’s questions or requests have been dealt with. Do so with courtesy. This helps to bring your telephone conversation to a positive and friendly conclusion, regardless of the situation. For example: ‘I am sorry the estimated bill is inaccurate. By next Monday, a meter reader will record an accurate reading and your bill will be adjusted.’ ‘OK, Mrs Thomas. I am really pleased you are interested in our conservatory blinds. Mr Anderson will call out to see you at 2 pm on Friday.’ ‘I have updated our records Miss Polliti and have made a note you will send me form R945 signed by your GP. This will help us to process your claim before your holiday in November.’
Deal with incoming telephone calls from customers
Again, make sure you know how to use the telephone system properly so that you can transfer the call without cutting the customer off or leaving him or her waiting in limbo. Pass on the key facts of the conversation to your colleague so that your customer does not have to repeat him or herself.
Unit A11
‘I am going to transfer you to Jeanette Samson in online orders. She may be away from her desk. If the call is not answered within 10 rings I will take the call back and give her a message to call you.’
‘I think that deals with everything Mr Khan. Are you happy we’ve covered everything?’
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NVQ/SVQ Level 2 Customer Service
Is there anything else I can help you with? It is always a good idea to add the phrase ‘Is there anything else I can help you with?’ The most frequent answer will be something like ‘I don’t think so right now’. However, the customer will be left with the positive impression that you are willing to help with other things. Alternatively, the customer might surprise you by asking something else. For example: ‘Actually, I was wondering if you also sell patio awnings?’ ‘Can you tell me what the benefits would be if I had a water meter installed?’ ‘Do you sell pet insurance?’
Unit A11 Deal with incoming telephone calls from customers 22
Notice how a simple question like ‘Is there anything else I can help you with?’ could lead to a sales opportunity. Even if it does not, rapport is built and your organisation’s reputation for being helpful is sustained.
Follow up And finally, make sure you keep your promises to customers. Ensure any messages you take for colleagues are passed on. Any actions you have agreed with your customer must be carried out. This will probably mean you making notes or recording on your computer what needs to be done and by whom. It might include ensuring any promises you make to call the customer back are kept. Then do it!
Portfolio task
Links to a11.3.7, a11.3.8, a11.3.9, a11.3.11
Using your organisation’s technology or by being observed by your assessor, show how you: 1 summarise the outcomes of calls 2 check the customer is happy their questions or requests have been dealt with 3 complete any follow-up actions agreed during the call 4 keep any promises to call the customer back.
Deal with incoming telephone calls from customers
Working Life
The customer at the desk became quite demanding and I thought it best to sort him out. This took quite a while and I forgot about Mr Oni. When I eventually did realise my mistake, he had hung up. I was not very happy to learn a little later that my boss had got a letter of complaint.
Ask the expert
Q Why did Mr Oni put the phone down? he been able to see what was happening to Pam, he would know A Had she had become distracted by another customer. Unfortunately, he could not see this and so, tired with waiting, he put the phone down.
Q What could Pam have done differently? should be more aware of busy periods and use the answerphone A She effectively, providing this is acceptable to her boss. Alternatively, had
Top tips
she told Mr Oni what was happening before she put him on hold he may have been prepared to wait. Pam could also have offered to call him back. Always keep customers informed of what actions you need to take.
Pam had all the best of intentions but had allowed her busy role to affect the quality of the service she delivered. Although she had a difficult balancing act, she ended up upsetting both the customer at the desk and Mr Oni on the phone. Had she put on the answerphone, Mr Oni may have left a message. Providing Pam then monitored the answerphone regularly, she would have been able to return the call quickly. Both customers would then have been happy.
Deal with incoming telephone calls from customers
During one of these situations, I took a call from Mr Oni who needed to change a dental appointment. I made sure I greeted him with a friendly tone of voice even though the customer at the desk was scowling at me. I said: ‘I’ll just check when Mr. Creightmore will be free.’ Then I put Mr Oni on hold.
Unit A11
Hi. I’m Pam and I work as a receptionist in a busy dental practice. As well as dealing with customers coming in for treatment, I also answer the phone. Sometimes I find myself with a customer in front of me as well as having to deal with a ringing phone. It can get quite difficult as I don’t like putting the answerphone on too much.
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NVQ/SVQ Level 2 Customer Service
Check your knowledge 1 How can you establish rapport when on the 1 telephone? a. By asking colleagues for assistance. b. By talking quickly and assertively. c. By speaking with a smile in my voice. d. By interrupting to get to the facts. 2 Why is it important to customers that you know how 2 to operate the telephone system effectively?
Unit A11 Deal with incoming telephone calls from customers 24
a. To be able to deliver a consistently reliable service. b. To keep within the repair and maintenance budget. c. To show I can use state-of-the-art technology. d. To keep within European legislation and regulations. 3 In what situations might you need to control the 3 length of a conversation? a. When wishing to leave after my working hours are completed. b. When keeping within organisational guidelines for call duration. c. When colleagues need me to cover for their lunch periods. d. When a customer wishes to complain about a product. 4 What effect does smiling when speaking on the 4 telephone have on customers? a. It means I am following health and safety rules. b. It shows I know all about my products and services. c. It creates the right atmosphere for my colleagues. d. It helps to create rapport even at a distance. 5 How should you greet a customer who has 5 called you? a. By following my organisation’s guidelines. b. By knowing how to transfer a call. c. By asking questions immediately. d. By checking when the call started.
6 How can you adapt your speech to meet the needs of 6 customers who do not understand you? a. By using jargon carefully. b. By asking lots of questions. c. By speaking clearly and slowly. d. By replying in writing. 7 What must you do when putting a customer on hold? 7 a. a. Ask questions to gather information and then end the call. b. Transfer the call quickly without passing on details. c. State what I am doing and keep the customer informed. d. Ask a colleague to take over so I can stop talking. 8 What details should be included when you take a 8 message for colleagues? a. My name, number and customer details. b. Customer details and time of the call. c. Call duration and customer details. d. Customer details and key action points. 9 What must you do when transferring a customer? 9 a. a. Warn colleagues about the customer. b. Ask for permission from my manager. c. Offer to respond in writing first. d. Tell the customer what I am going to do. 10 When should you refer to a colleague when dealing 10 with an incoming call? a. When a customer gives me a compliment. b. When I do not have the authority to act. c. When I need to catch up on note-taking. d. When a customer asks for my name.