At the very least, companies should use an electronic system that loops back to a receptionist, Albert said. She recommends that CEOs call their companies on a regular basis to hear and experience what the client and potential client goes through when they call. In many cases, those CEOs will become frustrated by long, complicated menus of options, lengthy waits on hold, or the inability to make a connection with a human being. Often, these calls from managers will prompt some changes, she said, adding that a better course of action is to perform the due diligence up front and therefore not have to wait to hear from a friend, a client, or from personal experience about how annoying the phone system can be. Choice of radio station or piped in music is far more important than many think, she said.
Bad choices can send the wrong message.
For example, colleges shouldn't subject young people making decisions about which school to attend to classical music. Meanwhile, using the wrong station may give the caller a chance to hear one of your competitors' commercials while he or she is waiting on hold for one of your salespeople. The best on-hold solution is information about your company, she said, adding the messages must be consistent with other marketing methods, updated regularly, and truly informative to hold the listener's attention. Speaking on the broad subject of technology, Albert said that companies must show clients and prospective clients that they are in tuned with the latest advances. Companies that don't have Web sites and executives who don't have E-mail addresses on their business cards are telling people that they're not embracing technology or can't afford to, she said.