Daniel Bobrow

The phone rang seven times before being picked up. We want to show respect for our callers at every touchpoint, even when we do not have the opportunity to speak with them directly.

During office hours, callers should have to listen to no more than four rings before their call goes into voicemail.

When you are not in the office, your voicemail should be set to answer as quickly as possible, e.g., one or even ZERO rings.

Finally, when someone does not leave a message, it is always a good idea to return the call (assuming you have caller i.d. or are using our LeadTrak© service, which captures caller information) as soon after the call is received as possible.

More than once, our clients have returned such calls, only to learn the caller did not have time to leave a message and wound up appointing because of the practice’s demonstration of interest by following up on the call!

The phone took six rings to be answered. This is because the call was forwarded to a Team Member’s cell phone, which is laudable. However, if this is part of the practice’s communication protocol, the Team should expect to indeed receive, and professionally handle practice calls. Fortunately, the call handler has a relationship with the caller. Had this been a prospective patient call, the outcome may have been quite different.

For this month, we have an opportunity to evaluate a practice’s:

• Outgoing message
• Call-back policy
• Answering Service
• On Hold Message (but that of the answering service)

Outgoing Message
The fact it only took one ring before playing the outgoing message is very good.  The recorded message is clear and easy to understand.

Call-Back Policy
Unfortunately, the content of the message only addresses prospective patients as part of the ‘otherwise’ group by suggesting they “…please call back after 7:30 tomorrow.” This is a risky way to handle prospective patients who may well be inclined to direct their interest elsewhere.

Answering Service
It is an ongoing challenge to locate an answering service with the technical and interpersonal skills necessary to reflect positively on the practice. Even practices fortunate enough to find one, must remain vigilant by calling the service every few weeks to confirm that quality has not deteriorated. Changes in personnel, technical difficulties, etc. can all cause the answering service’s performance to slip, so be on guard.

Specifically, the call handler interrupted the caller and was clearly not interested in doing anything more than taking the caller’s name and number. She lacked empathy, and did not care to establish rapport with the caller. Imagine the sort of ‘first impression’ this would have had for someone who had just received a direct mailing and was calling to learn more about the practice!

Element Rating* – Comments

2 – Greeting/Introduction

2 – Introduce Practice

1 – Give Name

3 – Get Name Caller: volunteered name

3  – Rapport: Except for end of call, call handler showed little interest in caller

3 – Empathy: Except for end of call, call handler showed little interest in caller

3 – Enthusiasm: Except for end of call, call handler showed little interest in caller

2 – Use/Quality of On-Hold Message System Office: does have one, but sound quality could be better, and content more compelling

NA – Outgoing Message

3 – Questioning: Few questions were asked

4 – Acknowledgement: No acknowledgement  of caller’s enthusiasm

NA – Directions

Miscellaneous Observations:  The main point here is the missed opportunity to connect with the caller by sharing and helping enhance her enthusiasm for the procedure.

*1 – Excellent 2 – Good 3 – Fair 4 – Poor N.A. – Not Applicable