Live versus "Memorex"

Can your business live without a live receptionist?
By Raissa Evans, PKF Texas

"If you would like to speak to a disgruntled customer service representative, press 1. For long answers to common questions, press 2. If you're paying us money, press 3, and to speak to an operator, please enter a credit card number...."

If you hate the popularity of automated attendants, you're not alone. In the two decades since commercial voice messaging systems were introduced, phrases such as "voice mail jail" have become popular buzzwords in business lingo. Clients complain that the systems take away the human element, but in spite of this adversity, automated phone systems have proliferated due to their undeniable advantages.

A well-designed automated attendant system frees up your staff to be more productive on other tasks, disseminates routine information to a large number of callers, directs calls more quickly and provides information or routes calls after hours. The well-designed system does the work of a receptionist or operator, but never has a bad day, complains or needs time off.

Nevertheless, if the role of technology is to enhance communication instead of hindering the connection between people, you should review many considerations before deciding if an automated system is right for your business.

Ask your staff, clients and prospects

The most important step before implementing any solution is to know how your staff, clients and prospects will use the system. What types of calls come in and in what percentages? Do callers know who they want to talk to or do they need direction? How fast do they expect a response? What type of service does your company provide and which departments handle these requests?

For example, research could support a brokerage firm turning off the automated system during business hours based on the immediacy of calls. An overseas parts manufacturer who does business 24/7, on the other hand, may decide the automated efficiencies are essential.

Quantify the cost benefits

Done correctly, the savings favor an automated system. While a single receptionist's annual salary runs $20,000 plus benefits on the low end, an automated attendant is a common feature of voice-mail systems, which can start at $6,000 for a quality product.

Do the math

A system can eliminate the need for multiple receptionists, expensive direct dial lines—which can cost a company more than $1,000 a month—and forwarded calls to busy personnel. Your survey data should be a guideline of how to balance the receptionist and automated functions so that the chance of losing calls and therefore business dollars is slim.

Determine the best way to set up your system

There are many options for an automated system. A successful setup treats the caller as a person, and allows your customer to reach his or her destination quickly.

This often involves a combined automated and human solution. For example, there are merits to having the automated attendant pick up the line first with a friendly and cheerful prerecorded greeting describing a few main options, including a directory to route the caller promptly to the person whom they are trying to reach. Most systems benefit by having a way to "zero out" or reach the receptionist at any stage in the automated system.

Companies that use direct dial lines with lighter call loads can set up a system to activate after hours, and on weekends and holidays, so that callers still can reach their intended voice mailbox. In turn, the system can phone, page or e-mail the individual with the message, eliminating the need for an answering service.

You can direct the caller to repeated information, including directions, promotions or marketing messages, by listing the option and pointing the destination in a pre-recorded message. Or you can set up a back-door number if the majority of your call load is from your internal team, vendors or personal contacts who regularly do business with your company.

Any of these options saves money and frees the receptionist to take on additional responsibilities. In some cases, the receptionist position may be eliminated so that this person can work in another capacity.

Remember, the company that creates the best client experience wins. If you can make this experience better with technology, do it. If your receptionist is constantly saying, "Thank you for calling XYZ Company, please hold," you can't live without it. e

Raissa Evans is the marketing coordinator at PKF Texas in Houston. You can reach her by e-mailing revans@pkftexas.com.