Building a Positive Brand Reputation Through Your Telephone Switchboard
Today’s guest post was provided by TelephoneVox – a company that specializes in the production of professional audio for telephone switchboards.
Today, the brand is considered a fundamental element for the company, a pillar on which most of the business performance is based, even more than the product itself. Building a positive brand reputation, therefore, is of the highest importance.
A telephone switchboard, also referred to as an Automated Attendant or interactive voice response (IVR) system, can help build that reputation by assisting customers in a friendly and efficient manner. The benefit of using an automated call processing service can be found in both hardware switchboards and through hosted phone services like those offered by VirtualPBX.
Why is the Brand so Important?
Several prominent marketing experts have spoken publicly about the role that brand reputation plays with respect to consumer loyalty and integrity.
Bruce McColl, head of marketing at Mars, has noted the limits of the brand-consumer relationship. He remarked in an interview with The Drum that expecting consumers to love a brand is “one step too far.” He said the challenge is to resonate with consumers on a personal level while keeping in mind that “nobody wakes up and thinks ‘what does Snickers have to say today?’”
Likewise, Byron Sharp, a marketing expert at the University of South Australia, has stated that, if the product is readily available and if the experience offered by that brand is top-quality, it will be easier for the consumer to become fond of the brand and remain loyal in the future. “Familiarity breeds contentment,” he said in a post on his personal blog.
Product purchase is affected by many new offers that come up daily, so brand recognition becomes more important as a differentiating factor that lies beyond what individuals might outwardly consider (like price or availability).
Building Positive Brand Reputation Through the Telephone Switchboard
It is essential for brands to maintain and build reputation, and the audio messages played by their telephone switchboards can be one of the best methods to use. A switchboard, automated attendant, or IVR is typically simple to configure and is consistent in its contact with inbound callers.
Why is a good audio message the key to a brand reputation?
An individual’s call frequency to any company often depends on the amount of information or support they require. When they’re in need, they will reach out. Otherwise, they’re probably happy with their service and will keep to themselves.
Although the latter situation is generally positive, it doesn’t afford your company many opportunities to build your brand reputation with the customer.
With those limited contacts, however, come powerful opportunities to root the concept of a brand by taking advantage of a genuine voice recording. An person’s voice can show the customer that, despite the limited information in a switchboard greeting — an initial greeting and a layout of touch-tone options — the brand wants to make a personal connection with the caller.
In direct contast, many companies use social networks, chatbots, and instant messaging to build their brand image. They rely on text-driven messages that, although convenient, may lack the personal touch that an audio-based message can convey.
What Is Your Best Brand Experience?
Think about the best experience you had with a brand’s automated attendant.
You were probably greeted by a clear, professional voice that guided you through the company directory. If there was a wait, it was likely enlivened by music that made the wait for a live employee less taxing.
This type of experience can turn into a positive memory which, ultimately, helps gain trust in the brand. Your follow-up interaction with the company from your ‘best brand experience’ likely also moved more smoothly. It would have taken you less time to process the transaction since you didn’t have to consider the trustworthiness or good/bad feelings about a brand in addition to product price and availability.
The positive brand reputation had already been created, and it carried into the future transaction.
Customers are the lifeblood of every company. Managing your brand through a switchboard can offer rewards that other forms of brand-customer interaction cannot replicate. The way you invest in your own automated attendant will determine the improvement of your own brand reputation.