In today’s fast-paced business landscape, there’s one undeniable truth: Customer satisfaction is the key to business growth and stability.
Whether you’re a small startup or an established small business, providing fast, compassionate, and top-notch customer service is not just something to strive for — it can be essential to boosting your bottom line. In fact, research by PwC shows that four out of five individuals are willing to pay extra for exceptional service.
Although there are countless digital channels for communicating with customers, the phone is still an important tool in delivering strong customer support.
“The phone may be the most important, as it’s where people tend to go when they have immediate needs, are ready to take the next step, or want to make sure a business is legitimate and trustworthy,” said Matt Lurie, Senior Content Strategist at Ruby. “In other words, the experience you provide over the phone can make or break your business.”
Key trends in small business customer service calls
If your company hasn’t invested much time, energy, or resources into phone support, you may not be aware of just how impactful this customer support channel can be for your business. Based on over 62 million calls answered on behalf of small businesses, here are some emerging customer communication trends identified in the 2023 Ruby Call Trends Report:
- Phone calls are bringing in more leads. Many customers research a company and its offerings before contacting them, allowing for a more focused and purposeful phone conversation. The percentage of phone calls comprising leads has steadily increased in most industries, with a 9.6% increase overall between 2019 and 2022.
- Increasing robocalls can negatively impact small businesses’ customer support operations. Lurie noted that frequent robocalls make people less likely to answer calls from unknown numbers, which could be your business’s real customers. “Unfortunately, most people aren’t going to call back or leave a voicemail, leaving business owners less opportunity to capitalize on phone calls as a lead source,” he added.
- Small businesses are getting more calls from frustrated customers. Frustrated callers are becoming more prevalent for businesses, with a 2% increase between 2018 and 2022. However, despite increases, these callers only represent one in 100 calls overall.
What do modern customers expect from phone support?
Many business owners rightly believe customers expect convenience from their experience with a business. What they don’t always consider is that “convenience” goes beyond instantaneous responses from AI chatbots. What customers ultimately want is for you to have a solution to their specific problem (or at least the promise of a resolution), and often, they seek convenience in the form of a real human who can listen to and understand the issue at hand.
“Every [caller] is unique — they have distinct needs, questions, communication preferences, and emotional states when they reach out to your business,” said Lurie. “Take the time to listen to and empathize with your callers before attempting to make a sale, offer a solution, or end the conversation. Many people simply want to feel understood and cared for.”
The phone may be the most important, as it’s where people tend to go when they have immediate needs, are ready to take the next step, or want to make sure a business is legitimate and trustworthy. In other words, the experience you provide over the phone can make or break your business.
Matt Lurie, Senior Content Strategist, Ruby
How to meet customer expectations
There’s no better long-term sales strategy than delivering exceptional customer service. By prioritizing your customers’ needs and experience with your company, you can drive business, enhance customer trust, and increase loyalty from the people who choose to buy from you.
Here are a few strategies to anticipate and meet the expectations of today’s customers.
Build up your team’s soft skills
According to Lurie, seizing customer service and lead opportunities over the phone requires prompt responses, active listening, and establishing a genuine connection. While these skills may not come naturally to every business owner or team member, practicing and developing these soft skills can benefit your business when it comes to exceptional phone interactions and service, he said.
Be proactive about blocking robocalls
According to the FCC, robocalls cost U.S. businesses an estimated $3 billion per year. Being proactive with blocking robocalls will significantly impact your bottom line.
“The most effective way to block robocalls while ensuring real calls come through is to use a virtual receptionist solution like Ruby,” said Lurie. “We use live network data and advanced AI algorithms to screen most robocalls, sending them to voicemail, while keeping the lines clear for human callers.”
Lead with empathy and aim to move conversations forward
Lurie suggests business owners take an empathetic approach by understanding and acknowledging the perspective and emotions of their customers, without judgment. When communicating with customers, prioritize finding solutions and ways to move forward while simultaneously addressing the needs of your customers. Although there may not be an immediate solution, you can offer further assistance, manage expectations, and suggest other options.
Set and stick to your boundaries with customers
Try not to take things personally during challenging customer interactions and understand that someone’s frustration is typically directed at a product or service, not at you as an individual. Practice patience and empathy toward the customer — and yourself — and set boundaries to prioritize your own well-being, said Lurie.
“Know your limits when it comes to engaging with difficult customers,” he told CO—. “You don’t always have to be all things to all people.”
How to build lasting customer relationships
If you want to improve your customer experience and develop long-lasting customer relationships, Lurie suggests taking the time to interact with your customers regularly.
“People want to talk to people. In today’s environment of automation and self-service, human connection still matters — perhaps more than ever,” he explained. “If you can provide that for the people you serve where and when they expect it, you’ll naturally forge strong, lasting relationships.”
Read more about customer service call trends in Ruby’s 2023 Call Trends Report or visit Ruby.com to discover virtual receptionists and live chat solutions for your small business.
