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As has previously been mentioned, many companies place their customer service
issues in the hands of a dedicated department who can only be contacted in a non-
personal manner. Some companies do this by using e-mail and others by way of the
mail. In most cases, however, a customer service department will do the bulk of their
work over the phone, and will have a dedicated call center for this purpose. While this
removes the personal element from customer service to a large extent, it would be
inaccurate to claim that there is not an advantage to doing things this way. Quite apart from anything
else, it does permit some thinking time that you might not get in person.
The main disadvantage to this way of doing things is that there is no allowance made for the fact that
people are almost always more reassured by speaking to someone in person. The body language we use
when trying to transmit reassurance and confidence relies on customers being able to see us. If they
relate a problem to you, and you are silent while they do so (for obvious reasons of manners and
courtesy), they may understandably wonder if you are actually listening. The only way to avoid this
becoming a problem is to be as reassuring in your tone of voice as you can. Make clear to the customer
that you understand the severity of the situation, and that you will do all you can to solve it.
Even with this level of understanding there are some customers who will feel that things will take longer
to get solved over the phone, and the moment they hang up their problem will be forgotten about. This
is why you must explain to them at each stage of the process what you are doing; why you are doing it
and what will happen next. Solving the problem in the course of one call may be impossible, and you
may have to promise them that they will be called back. Some companies make promises like this and
signally fail to follow through on them. This can lead to a loss of confidence in all companies who make
promises and a resultant pressure on those who are good at problem solving. Solving problems over the
phone takes dedication and perseverance. Doing the job well and promptly will pay dividends.