By Linda Richardson
While most often you can meet the needs of your customers, there are times when, because the customer has reached the wrong area or his/her issue requires a specialist or manager, you must transfer or refer the call.
With being transferred often comes frustration for the customer. But it also can be an opportunity to demonstrate exceptional, seamless service.
To make the customer experience a positive one:
First and foremost, be certain that it is actually necessary to transfer the call. This often requires asking a question to make absolutely sure you can’t meet the customer’s need or determine who can. If you must transfer the customer:
· Acknowledge the request to show you understand it and take ownership. A lot like the child’s game, “Tag you’re it,” if you are the one the customer reaches first, tag you are IT! Even if you are not the one specifically to address the request or problem, you are fully responsible for helping the customer get to the right place and person where his/her needs can be met. By immediately acknowledging the request or complaint and taking ownership to show you are there to be of help, you can give the customer the assurance his/her needs will be met.
For example, the customer reachesyou and says, “My invoice is wrong,” but your billing department,not you,handles this. Instead of immediately saying, “I don’t handle this,” first say, “Thank you for calling and letting us know. I apologize if there is an issue. (Thank/acknowledge/apologize.) I’m happy to help you with this. I will connect you to our billing department where …” (Immediately take ownership.) Empathize with the customer if he/she is upset.
· If you need more information, ask a Permission Benefit Question. For example, “So I may fully understand your situation and get you to the right person, may I ask a question … ” Unless you are absolutely sure you have all the information you need (which may be rare!), ask at least one question.
· If you are not the one to help, before you transfer the call, prepare the customer by telling him/her what you will do, position the benefit to him/her, what will happen next, and to whom you are transferring the call or directing the customer if face-to-face. For example, “Our billing department/team will handle that for you. I will connect you with our … who can help you.”
· Check for agreement by asking a question to make sure the customer agrees with/accepts your solution. For example, “How does that sound?”
· Thank. Thank the customer for contacting your organization or you.
See the transfer through by briefing your colleague before you connect the customer. Nothing short of being disconnected or being connected with the wrong person is worse than having to repeat the story all over again. Fully brief your colleague:
“Bill, this is Mary in customer service and I have Donna Donnelly on the line. She purchased … She feels the invoice … Do you have any questions? Thank you. I will connect her. Mrs. Donnelly, I have Bill in our finance team. I described your need and I will connect you so Bill can help you. Thank you.”
Make the transfer.
If your internal processes or technology does not allow for a personalized handoff, then it is even more important to position what will happen next and a benefit to the customer, gain agreement, clearly set the next step/time expectation, and thank the customer. Give the customer the direct phone number in the event he/she is disconnected.
The opposite of this process is the classic “run around,” in which customers are passed from one department to another, leaving them unhappy, unsatisfied, and soon to be un-customered.
Linda Richardson is founder of Richardson, a leading sales training company.
She is a recognized leader in the sales training industry and is credited with the movement to consultative selling. Ms. Richardson has written 9 books on selling including her most recent, The Sales Success Handbook. She has been published extensively in industry and training journals and has been featured in numerous publications.
Transferring a Customer Call