nyway. By this time, a customer’s initial interest is starting to wane, especially if all that really wanted was a fairly simple answer to their unique situational question. If they have to wait even a few hours for an answer, they have time to go elsewhere and get an answer that suffices becauseMost businesses do a very thorough job of defining their target audience for their service or product, and many have high-priced ad campaigns to reach that select group of people. From niche-specific industry journals, to focused magazines and newspapers, to locale-based promotions, a good deal of thought goes into generating interest. But does the same amount of brainstorming occur for answering questions as a result of that publication?

Unfortunately, many businesses don’t consider what happens after customers see the ads; the hope is that folks will knock down the doors or phones will ring off the hook. Business owners assume that their front-line employees will be able to service just about every question or concern, but quite often, failure to do just that will result in the customer going away, never to return.

It’s not that the first-point-of-contact employee isn’t knowledgeable; it’s usually that they aren’t trained in the myriad of specifics involving products or services offered. So, what happens is that they either take a message for someone else to call back or transfer the caller to voice mail-which more than often tells the customer to call back, anyway. By this time, a customer’s initial interest is starting to wane, especially if all that really wanted was a fairly simple answer to their unique situational question. If they have to wait even a few hours for an answer, they have time to go elsewhere and get an answer that suffices because

thought goes into generating interest. But does the same amount of brainstorming occur for answering questions as a result of that publication?

Unfortunately, many businesses don’t consider what happens after customers see the ads; the hope is that folks will knock down the doors or phones will ring off the hook. Business owners assume that their front-line employees will be able to service just about every question or concern, but quite often, failure to do just that will result in the customer going away, never to return.

It’s not that the first-point-of-contact employee isn’t knowledgeable; it’s usually that they aren’t trained in the myriad of specifics involving products or services offered. So, what happens is that they either take a message for someone else to call back or transfer the caller to voice mail-which more than often tells the customer to call back, anyway. By this time, a customer’s initial interest is starting to wane, especially if all that really wanted was a fairly simple answer to their unique situational question. If they have to wait even a few hours for an answer, they have time to go elsewhere and get an answer that suffices because

will ring off the hook. Business owners assume that their front-line employees will be able to service just about every question or concern, but quite often, failure to do just that will result in the customer going away, never to return.

It’s not that the first-point-of-contact employee isn’t knowledgeable; it’s usually that they aren’t trained in the myriad of specifics involving products or services offered. So, what happens is that they either take a message for someone else to call back or transfer the caller to voice mail-which more than often tells the customer to call back, anyway. By this time, a customer’s initial interest is starting to wane, especially if all that really wanted was a fairly simple answer to their unique situational question. If they have to wait even a few hours for an answer, they have time to go elsewhere and get an answer that suffices because

’t knowledgeable; it’s usually that they aren’t trained in the myriad of specifics involving products or services offered. So, what happens is that they either take a message for someone else to call back or transfer the caller to voice mail-which more than often tells the customer to call back, anyway. By this time, a customer’s initial interest is starting to wane, especially if all that really wanted was a fairly simple answer to their unique situational question. If they have to wait even a few hours for an answer, they have time to go elsewhere and get an answer that suffices becausenyway. By this time, a customer’s initial interest is starting to wane, especially if all that really wanted was a fairly simple answer to their unique situational question. If they have to wait even a few hours for an answer, they have time to go elsewhere and get an answer that suffices because of a possible need to make a quick decision.

On the other hand, some businesses have very complex structures for fielding queries, and most are detrimental. One that is particularly irksome is to demand a customer’s account number or password before providing even basic information or answers. Another is to offer lengthy menu options to route the call accordingly, oftentimes forcing the customer to repeat his selections-all to find out a simple yes or no answer. If a business truly wishes to offer stellar service, they will avoid these pitfalls and have representatives available to answer questions immediately, and in detail.

This means that everyone dealing with the public has excellent, thorough training, preferably with an ability to pull up records, either on line or on paper. Doing so will assure customers that the information given is individualized to their needs and account, if one already exists. (Giving a customer a price quote for 100 more items may be different if the rep realizes that the customer has already placed an order for 1000.) Reps should also be educated in the proper way to speak professionally, so that answers are relevant, clear and