The value of good customer care is undisputed, which makes it even more unsettling that companies place people on their switchboards who cannot communicate properly and are unable to deal with the simplest of requests.
One of the underlying principles of an effective communication programme is to ensure commitment from top-level management to the switchboard operator to enable all employees to “sing from the same song sheet” and maintain a standard of professionalism.
As the switchboard operator is the first point of contact for many consumers, management needs to ensure that operators are highly competent, can quickly assess a query, know who to put a caller through to and, above all else, display common sense.
It is vital for employees across all levels of an organisation not only to understand the values of the company, but also to know what they mean and how to interpret them within the framework of customer relations.
Integrated communication becomes key to ensuring that one synergistic message communicates the overall vision of the company, traditionally achieved through combining marketing strategies, PR plans and advertising campaigns. Yet without the support of all staff, inclusive of employees who answer the phone, this communication can fall flat.
With stiff competition in the marketplace, now more than ever consumers value first-hand reports, which they will use to assess who to buy from, where to stay or at which restaurant to eat. Just a simple search on Google can reveal a wealth of consumer comments on the level of customer care they received from a particular company.
So, a communication plan is only as good as the people who plan and implement it. Management needs to bear in mind that an effective communication plan requires a systematic and sustained programme of action, requiring the input of all levels of staff.
