‘Branding’ the Call Often Backfires

‘Branding’ the Call Often Backfires

In an effort to promote ‘the brand’, companies will sometimes ask their CSRs to utter a tag line in each phone call. Commonly this is done at the beginning or end of the phone call. While I applaud a companies efforts to differentiate and build their brand, these tag lines are often a source of customer irritation. The tag sounds robotic, forced, out of place and leaves the customer (who just wants their issue resolved) annoyed as they think "Oh pleeeease, just get on with it!"

For example, Radio Shack used to (maybe they still do – I don’t know, I stopped calling) have their employees answer the phone:

"Thank you for calling Radio Shack. You’ve got questions. We’ve got answers. My name is Tom. How can I help you?"

It was such a mouthful that the employee usually rushed through it so  quickly that it became a jumbled up mess. Instead of a warm, personal, inviting greeting, the customer received a long, confusing first impression. That’s not the way you want to start the customer interaction.

Other companies commonly insert a tag line into the close. While it may work conversationally on some calls, CSRs often find themselves forcing it into the conversation like a round peg in a square hole. Most often, the customer is left with an impression of a CSR awkwardly trying to fit an out-of-place tag line into the call. Instead of building the brand, you’re chipping away at it and sending customers away scratching their heads.

Front-end IVR or hold messages are a much more appropriate place to put these branding efforts. The branded line can be recorded so that it comes across positive and professional, and the customer isn’t left with a negative impression.

Creative Commons photo courtesy of Flickr and velo_city