An answering service can accomplish an important job in developing a company's identity. These kinds of support systems have the potential to be more than just an end to themselves: they can also lead to the development of other aspects of a business' infrastructure.
On Impact Learning's blog, Jodi Beuder defines the relationship between different stages of the customer-business interaction process as stemming from a well-developed support team which can nurture the consumer from being a one time caller into having a more engaged relationship with that company.
In a corresponding piece for Business 2 Community, Beuder discusses the more specific ways in which businesses can give their customer service employees the proper tools to help bring consumers and providers together. For example, one suggestion is to give operators on a help line information about specific products offered by the company that could enable them to better inform interested parties. However, such information should be balanced by appropriate experience and skill.
"Service brand training doesn't mean you solely arm your CSRs [customer service representatives] with a list of your products and/or services with bullet lists of the product benefits and features," Beuder writes. "The service brand identity is about how the consumer connects with the Customer Service Department. So in addition to product training, CSRs must also be given skills they need to communicate positively and professionally with customers."
Fortunately, you can contract phone or online customer services specialists who already possess the necessary experience for this kind of interaction and are guaranteed to build goodwill that could translate into good business.