Author: Judi Newman

Part 4 of 5:  The Right Way and The Wrong Way

There's no doubt that more business has been lost because of poor service and poor treatment than because of poor product. Yet, it doesn't take any extra time or money to treat people with grace and courtesy, and in many industries, especially insurance, quality of service is one of the few variables that can distinguish a business from its competition. Part 4 of 5 in this series provides a real life example of right/wrong manners.

The following two telephone conversations -- the wrong way and the right way -- bring together most of our telephone rules. Picture yourself as the customer who makes these calls and ask yourself how these conversations would make you feel.

The Wrong Way

Receptionist:  Hello, insurance.

Customer: Is this the Price Agency?

Receptionist:  Yes, it is.

Customer:  I'd like to speak with Janice Schubert.

Receptionist: Who's calling?

Customer: Jim Hollings.

Receptionist:  May I ask what this is in reference to?

Customer:  Well, I'm interested in a homeowners policy. We're moving here from out of state and we've just signed a contract on a house we want to buy. I need to get insurance arranged before the closing date. A friend of mine gave me Janice's name.

Receptionist:  I'll transfer you.

(Janice's line is busy, so the receptionist decides to give the call to Ella, Janice's assistant.)

Receptionist:  Ella...Line 2.

Ella:  Hello.

Customer: Hello. Is this Janice Schubert?

Ella: No, this is Ella Fitzwilliam.

Customer:  I was holding for Janice Schubert.

Ella:  Janice is busy right now. Can I help you?

Customer: I hope so.

Ella:   ...Well, what is it that you need?

Customer: Didn't the receptionist tell you? I need some homeowners insurance for a new house we're going to buy.

Ella:  And your name?

Customer:  For the second time, it's Jim Hollings.

Ella:  OK...hold on.

(Ella puts Mr. Hollings on hold while she pulls up her homeowners rating screen. He won't be there when she comes back.)

The Right Way

Receptionist:  Good morning, Price Insurance Agency.

Customer: Good morning. Janice Schubert please.

Receptionist: I'm sorry, sir, she's on another line at the moment. Could someone else help you?

Customer: Well, I'd like to find out about getting some insurance with your agency.

Receptionist: Certainly. May I ask what type of policy you're looking for?

Customer: Homeowners. We're moving here from out of state and we've just signed a contract on a house we want to buy. I need to get insurance arranged before the closing date.

Receptionist:  Yes sir. Ella Fitzwilliams can help you with that. May I tell her your name?

Customer: Jim Hollings

Receptionist: Just a moment, please, Mr. Hollings.

(Transferring the call...)

Receptionist:  Ella, there's a Jim Hollings on line 2. He's a new client and he needs a policy on a house he's going to buy.

Ella:  (Quickly gets out her rating manual or brings up her automated homeowners program before she picks up the phone.) Good morning, Mr. Hollings, this is Ella Fitzwilliams. I understand you need coverage on your new house.

Customer: Yes, we're closing on it at the end of next month.

Ella:  It shouldn't be a problem to get coverage in effect by then. Let me ask you a few questions and I can figure the price for you. I'll key the information into my computer as we talk.

Customer: OK, fire away.

Oh, the difference good telephone techniques can make. 

Copyright 2000 by Phaze II Consulting, Inc. Used with permission.