The importance of interaction with a live answering service cannot be over-emphasized. So much can be lost when a company relies on automated systems to process calls, something that can be seen in statistics or experienced firsthand in endless, exasperating phone conversations with recordings. But while larger companies often have the resources to staff a larger center, smaller businesses might consider a pre-programmed response to be the only way to address all customer communications in the limited amount of time they have. However, adding the human touch to a call makes a noticeable difference, no matter what stage of growth the company has achieved.
As a case study, one can look at the testimony of Derek Sivers, the founder of CD Baby who recently described his own experiences nurturing his music service from an in-house operation to something bigger. In a Business Insider piece, Sivers described a meeting between high-level executives who couldn't understand that he made all of his site's recommendations himself. Later, he would hire others to do that for him, always preferring to put a human in charge rather than an algorithm.
"When everyone else is trying to automate everything, using a little human intervention can be a competitive advantage," Sivers said in his article. "The problem is when business owners see it as a cost, instead of an opportunity."
Establishing a personal connection with a customer base can happen early on in a business' career, and those willing to put in the extra effort stand a better chance of building customer loyalty. It's a principle that can be applied to many aspects, with call center answering services being only one way to promote a friendly relationship between the company and the user.