Automated phone systems can annoy – but they don’t have to

This column is about business and how technology can help businesses work smarter and improve their bottom line.

But every once in a while I run across an egregious abuse of technology and I just have to speak out.

This rant is directed at any business that uses any kind of automated call screening system.

You know the kind I’m talking about: the one that asks callers to press a key or say something so the call gets to the proper person or department.

Back in the day I used to program these things — called IBVRs or VRUs — for banks, cruise lines and other major call centers.

I know they can be useful and save the caller a lot of frustration, but only if used properly. Here are some tips for any business using (or planning to use) one of these systems.

Tip 1: Use the minimum number of prompts. Do your customers really need to spend more than 30 seconds entering information? Are there really that many departments to choose from?

Tip 2: If you ask callers to enter information such as their account number, make sure that whoever gets that call also gets that information. Having to repeat information already given is a waste of your caller’s time.

Tip 3: Never hang up on a caller. It’s easy to get lost in a complicated menu. Always transfer a call to a live body if there’s any chance the caller is having problems finding what they need. And never, ever tell a caller you know there’s a problem in their area and hang up on them.

Tip 4: Always give the caller a way to get to a live person. I’ve personally been in a menu that doesn’t offer the help I need.

Talking to someone who can understand what the customer needs and get them to the proper person or department will save frustration on the caller’s part and prevent whoever ultimately talks to this caller from getting an ear full when they do finally reach someone.

Tip 5: Call your own customer service number at least once a week. Seriously. Is the volume of the music on hold reasonable? Is the music free of static? How often do you tell folks on hold how important their call is? Is it reasonable to you?

Tip 6: Finally, don’t insult your callers’ intelligence. If they wanted to use your website or hear a list of Frequently Asked Questions they wouldn’t be sitting on hold.

Have you got a rant about technology and business? If so, please feel free to share it with me. Just email it to svenineedacto.biz or post it on my Facebook page (Facebook.com/ineedacto) and it may find its way into a future column.