10 EASY STEPS TO A FRIENDLY VOICE MAIL SYSTEM

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Just as a dress code, office design or responsive service gives customers an impression of a company, so does its phone system. "A well-designed phone system is fast, easy to use, cost effective and, most important, `caller-friendly,'" claims Maria DeMarco, director of California-based Pacific Bell Voice Mail. "Pinball phone systems drive callers crazy -- torture by telephone is definitely passe."

The key, DeMarco notes, is keeping your caller in mind -- whether you're planning a simple voice mail system to take messages or a sophisticated "voice processing" system that lets people choose from a menu of recorded information. "Some companies approach voice mail as a way to reduce headcount, and that's a good side benefit. But the real benefit is for customers. A well-designed system becomes a productivity and customer service tool."

DeMarco offers some tips on the subtleties of designing voice mail systems.

1. Stay on top of it. Update your voice mail greeting frequently and state the date, which lets callers know you actually use the system. Tell callers you check your messages frequently so they have confidence you'll get their message and return their call. "And then do it," DeMarco urges. "If you don't return calls, pretty soon people won't bother to leave messages."

2. Avoid "voice mail jail." That's when callers bounce from message to message and can't reach a live person. If this happens, people rightly feel as if they're getting the runaround and that you don't value their call. If possible, give callers an easy way to transfer directly to a receptionist at any time by pressing one or two digits on their phone's keypad. "But be sure the person to whom the calls are being transferred will be available," emphasizes DeMarco. "It's even more annoying to transfer and hear another message." And if no one's there at all after business hours, be sure you switch to an alternative greeting that suggests callers leave a message which will be returned the next day.

3. Keep greetings and instructions short. No more than five seconds for a voice mail greeting, and no longer than 15 seconds for instructions. "Callers get impatient, they want action," DeMarco says. The exception is if you're asking people to make a complicated entry, such as a credit card number. "State the number of digits they need to enter and offer an example so callers know exactly what to do."

4. Say it the same way every time. Always state the action first, then the key to press. "For example," explains DeMarco, "you could say, `to transfer to our receptionist, press 0.' If you do it the other way around, callers may forget which key to press by the time you've finished telling them what will happen." Always say "zero" instead of "oh" or some callers may mistakenly press "6." Pronounce each digit, DeMarco recommends. "Say `press 1-1' because if you say `press 11' some people will search their keypad for `11,' and be annoyed when they don't find it."

5. In and out fast. Give the important information -- or the most-often requested -- first. That lets people who are familiar with your system hear the instructions quickly and conclude the call sooner.

6. Limit menus and options. A phone system is not a restaurant -- callers can't remember more than five choices at a time. "Menus can branch out from the first level," comments DeMarco. "But each time, offer no more than five choices. Move from the general to the specific. And don't make people wade through too many levels before they get the information they need."

7. Encourage two-way dialogue. Ask callers to leave a detailed message or a complete request for information. Then you can respond with all the information they need, rather than playing phone tag trying to connect directly.

8. Sound as natural as possible. Voice tone accounts for 60 percent of your impact on the phone. "You can use notes, but don't read -- you'll sound more human that way," DeMarco counsels. Vary your vocal tone, speaking more loudly or softly for emphasis. "Don't use a speaker phone when recording; it makes you sound distant and lofty. And be careful of background noise."

9. Don't make technology a villain. Voice mail shouldn't be used to avoid phone calls. People expect that you will regularly answer your own phone. "And no one will believe that the system crashed and you didn't get their message at all," says DeMarco.

10. Make a splash. Boldly announce the installation of your new voice mail system by sending a post card or brief letter to customers that includes user tips. "If clients often need to reach a specific person, that person could sign the letter," DeMarco suggests. "Make sure clients know your extension number so they can reach you quickly. And it's a good idea to include your voice mail extension number on business cards, just as you might consider adding your fax number."

Customers want to feel that their telephone call is important to your company, concludes DeMarco. "Our research shows that what drives them nuts about some phone systems is not the fact that they're automated, but rather that people think no one is paying attention to their needs. Make your system `caller-friendly' and you'll find that your customers feel they're getting even better service than before."

Pacific Bell is offering California businesses a complimentary booklet on "Making the Most of Voice Mail." To order a copy, call (800)954-TIPS (8477).