Business Class

Some businesses seem to spend more time selecting a bathroom sink than they do ensuring good telephone etiquette, yet how staff members conduct themselves on phone calls has a far-reaching effect on a company’s branding and customer loyalty. Telephone communication might be the only contact a customer has with your business. If customers aren’t treated properly, you could lose a sale before you even have a chance to make it.

To ensure good telephone etiquette, determine what is appropriate for your business and its brand, and establish some guidelines. For instance, consider what type of greeting is appropriate, whether warm and upbeat or more formal and professional. Does the on-hold music or message convey the image it should? How long should voicemail greetings be, and what should—or shouldn’t—they say? Are callers left on hold too long, and are transfers handled consistently and politely? How long does it take staff to return calls?

The Ritz-Carlton, where I used to work, has guidelines for telephone etiquette that help emphasize its brand and reputation for excellent customer service: Answer the phone within three rings and with a smile. Eliminate call transfers whenever possible. Do not screen calls. When one is asked, "May I tell them who is calling?" only to then be told that the person will return the call later implies that the caller isn’t important.

Consider outgoing calls, too. When leaving a message for someone, be concise and don’t ramble. Repeat your phone number twice, and speak slowly so the recipient doesn’t have to replay the message a dozen times to decipher it.

Telephone manners can go a long way in helping—or hurting—your company’s brand and reputation.