The term "corporate personhood" carries with it certain political connotations that your company may not want to explore, but there's a certain value to considering the business you run as a sort of whole, functioning entity, at least when it comes to online customer services and other support structures you offer.
Like a person, your company will be forming relationships with more and more people the older it gets, and will need to work on multiple levels to ensure that customers have the same kind of growth of appreciation as the relationship endures.
A recent article from Inc. citing information from authors Chris Malone and Susan Fiske explored how the way that human beings think of companies influences the way that they approach all social interactions and conversations.
The piece quotes Malone, who claims that our basic survival goes back to the human need to understand who we're talking to and what's expected, and that this gets translated into the way that we approach businesses.
"Whether we realize it or not, the way we judge companies and brands happens in much the same way," Malone says. "As a customer, we are acknowledging, 'I get who you are and what you're about.'"
Does your answering service structure keep this in mind? If you have a better understanding of what mindset your customers will be proceeding with, you might stand a better chance of responding correctly.
We all may consciously know that a company is not the same thing as human being, but that doesn't mean that we don't crave courtesy, instruction, closure and other important conversational elements from them all the same.