Is your voice mail system sending the wrong message?
by Phillip A. Sherman for
The Arizona Business Gazette

Have you ever been trapped in a "voice mail jail"? I’m sure that all of us, at one time or another have been cast into a situation where it seemed there was no escape. You begin by calling a company and are immediately routed to an automated attendant who is supposed to make it possible to get the information you need or route you to the right department in the shortest amount of time.

"Hello, you have reached Jupiter Computer. Please dial 1 for Sales, 2 for Customer Service, 3 for Accounts Payable, 4 for the warehouse, or please dial the last name of the person you wish to talk to, or the extension of the person, or dial 9 to be transferred directly to the Twilight Zone"!

Although this situation is a little extreme, it does provide an example of how some businesses over-utilize voice mail systems at the expense of personal contact. An even worse scenario is that in the above situation, there is no outlet to "bail-out" and speak with a real human being.

In today’s technology based world, voice mail and automated attendant systems provide a useful way for some companies to route a large volume of calls to their desired destination. Many companies can provide better customer service by using these systems properly.

Problems arise when voice mail system is used to totally replace personal contact or when employees are not trained on the proper use of this type of technology.

Product Strengths

Like any technologically based product, there exist certain strengths and weaknesses. Voice mail is no different and excels at various tasks. For instance, the job of handling calls routed to an individual, who is currently on the phone, or not at his or her desk is perfectly suited to voice mail.

The use of voice mail in this example pretty much eliminates the use of "pink message slips", which have been known to clutter the desks of companies who do not use this technology.

Also, the use of voice mail can help in cases where "telephone tag" is the rule rather than the exception. Automated attendants can provide better customer service by allowing callers to make a choice as to which department they really want to talk to, and by assisting telephone operators when an overflow of calls come into the reception position. When this type of volume is experienced, automation is preferable to the call not being answered.

Product Weaknesses

Even in today’s fast-paced business environment, people like to talk to people. Where many companies fail in their use of voice mail, is in trying to substitute automated attendants for real operators. Many times a customer wants to know that a real person is aware of a need or problem, and delegating that responsibility to a computer tends to alienate customers.

Also, people tend to feel that problems or requests are handled quicker and smoother when they can explain themselves to a human being without having to perform telephone gymnastics.

Many voice mail systems fail to provide better service when receptionists fail to give customers a choice. "Mr. Johnson is not in his office. Would you care to leave a message on his voice mail?" is a far better solution than automatically receiving Mr. Johnson’s computer enhanced voice, explaining how it’s Monday and he won’t be back in the office until next Thursday.

What if you could have discussed your needs with another employee instead? So starts the cycle of telephone gymnastics, leading ultimately to the infamous "voice mail jail". People want to be empowered with the control necessary to make their problem go away or have their needs taken care of by a real person.

Voice mail solutions

The best way to get your money’s worth from any voice mail system is with proper planning and thorough investigation. Following some simple rules will ensure that your company will greatly benefit by its installation.

1. Define EXACTLY what it is that you want from the system. Know what you are trying to accomplish before you buy any voice mail system. Express these needs to the vendor.
2. Don’t try to eliminate employees by using voice mail. Rather, use the technology to enhance your employee’s positions and make them more productive.
3. Be careful not to buy a system that is too small for your particular application. The purchase of a system that’s too small will create more problems than the money you save. Many voice mail vendors have formulas, which will tell you, based on your projected use of the system, how big it needs to be. Be certain that the system will grow with your company.
4. Carefully instruct your operator that customers calling need to be given a choice between leaving a detailed message on voice mail or calling back at a later time.
5. After the system is installed, insist that your vendor provide ongoing training and consultation until your employees are comfortable with its use.
6. Listen to your customers. Be particularly aware of any complaints or frustration expressed by them and make sure that your employees report any problems immediately. The primary reasons for any company to install voice mail and auto attendant systems is to improve customer service, increase employee productivity, and to generally increase the level of communication, both internally and with the outside world.

With careful definition of needs and proper training of employees on its use, these benefits and many others can be realized. Companies that ignore the basics of voice mail set-up and training are finding customers "hanging up", and calling the competition.

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