VOICE MAIL: STAY OPEN FOR BUSINESS 24 HOURS A DAY

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Tired of playing phone tag and missing out on sales? Are you putting too many customers on hold as you juggle calls? Do you need help handling phone inquiries but can't afford to hire more people? As much as you may dislike the recorded voice on the other end of the phone line, and long for the days when you could speak to a live receptionist, interactive voice response (IVR) technology is here to stay. And while it can frustrate and annoy, many companies find that voice mail frees up employees for more detailed and less routine duties, and provides round-the-clock convenience and service for clients and potential customers. It is increasingly used to disseminate basic information, answer frequently asked questions, route callers to various departments, take confidential detailed messages, and assist in simple financial transactions. Industry analysts predict that the technology will be at least a $1.2 million market this year. "Voice mail has provided the greatest productivity gains of any business communications equipment, surpassing even the fax, modem and e-mail," claims Deeanna Franklin of AT&T as quoted in "Entrepreneur magazine." "Surveys show the spoken word is four to six times more effective than a written message, and voice mail systems save you 25 to 30 percent on your phone bill by eliminating telephone tag and the need for a dedicated fax line." However, as even the most patient caller can testify, voice mail also has the potential to drive customers away if used incorrectly. To make sure it is working for you and not against you, and to encourage your customers to continue a call rather than hang up, remember these voice mail hints. * Always give callers the option of speaking to someone during normal business hours. Along these lines, ideally do not use voice mail to answer the first call. It is far more palatable if a receptionist answers the telephone and then directs customers to voice mail boxes. * Limit the number of menu options offered. Research indicates that three options yield a 94 percent satisfaction rate, and four options a 91 percent rate. Five options drops the satisfaction rate to the 60s, and six or more options drops the level to 50 percent or less. * Frequently update your personal message, explaining when you will be able to return calls and why you are gone. Provide a coworker's phone number in case callers don't want to wait, or are dealing with what they consider to be an urgent situation. If you decide to buy a voice mail machine (entry-level systems range from $1,000 to $4,000), thorough market research is essential. Read newspaper and magazine articles about particular machines. Also talk to business associates who have experience with specific systems and can provide an independent opinion to compare with company literature. Another option is a voice mail messaging service, where you outlay no capital for a machine but rather sign up for a mailbox and pay a monthly service fee. The provider is responsible for all software and equipment maintenance, user training and support, and directory preparation.

Excerpted with permission from "Small Business Success" magazine, Volume X, produced by Pacific Bell Directory in partnership with the U.S. Small Business Administration and the Partners for Small Business Excellence.