June 4, 2015
One thing most people rarely think about is the recorded voice on the other end when they call a company and get stuck in the ‘phone tree.’ They really just want to hear a clear voice that gives easy-to-follow instructions. It would seem like a no-brainer.
But for companies that make those recordings and need them for business, this is something that deserves much more consideration than it currently does. Think about your own company for a moment: Whose voice is on your outgoing message? Is it a secretary who left a long time ago? A senior partner who has since passed away? The IT guy who manages the equipment? Believe it or not, it matters—a lot.
This is an issue that Gavin Gustafson recently examined closely. Gustafson, Communications Manager at inContact, a leading cloud-based call center provider, just posted a blog addressing this very issue, and he made some excellent points.
“Every time you pick up the phone and ‘answer the door,’ your brand is on the line,” he noted. “A great customer experience over the voice channel typically depends on two interdependent factors—the technology and the human touch. The voice should accurately represent your brand and encourage the caller to achieve a goal, whether that’s an automated resolution or successfully navigating the menu to make a purchasing decision with one of your (live) team members.”
As such, Gustafson says it might be worth investing in a professional voice actor for your call center messages, and he listed reasons why you might or might not make certain choices. Namely:
The Non-Professional: This could be anyone from the company, but if they’re working for free, you get what you pay for. Proceed with caution here.
The PM Drive-Time Jock: This might be someone with a professional radio background, but it could also be the complete opposite. “This style is characterized by cheesy, exaggerated enunciation that sounds unnatural. This choice is often the result of a stakeholder’s misinterpretation of what they think the caller wants to hear,” says Gustafson. “In reality, this type of voice comes across as condescending and annoying to your audience.”
The Voice Actor: This choice “speaks smoothly and clearly at a pace and in a style that resonates with customers,” Gustafson noted. “A voice actor can follow direction, adapt their voice to suit the brand, and deliver consistently.”
The choices are obvious, but other factors must be taken into account. For example, will a voice actor be available in the future if changes or updates need to be made? It’s worth considering this carefully.
Gustafson has more insights on the subject, and you can read all of his thoughts HERE on his blog. The bottom line is, “Choose carefully.”