What’s in a call?

From self-service checkouts to motorised window blinds, we live in an age where convenience is key. People want to get things done quickly, and more importantly, with minimal effort. This is particularly noticeable within the world of business, where more and and more companies are using the internet to optimise their marketing efforts. Whereas a decade or so ago contacting a company meant either phoning them or sending a letter, the rise of email and social media means that’s no longer the case. To put it in perspective, the average office worker receives roughly 121 emails every day. In today’s fast-paced business climate, it isn’t difficult to see why some companies rely so heavily on it. For instance, being able to respond to emails on busy trains or during meetings could save you time.

Despite this, it seems that telephones are still the customer’s choice. A recent study even found that 65% of people would rather contact a business by phone than by completing an online form, which emphasises the need for companies to focus on their telephone operating systems. When it comes to customer satisfaction, cutting corners just isn’t an option.

What are the benefits of telephones in business?

Brand loyalty

Above all, telephone calls are much more personable than email exchanges; not only can you can tell a lot about a person by their tone of voice, but they can do the same. It is much easier to convey emotion through telephone calls than through email, such as feeling genuinely enthusiastic about a business lead, or being deeply apologetic when dealing with a customer complaint. This is especially important for creating brand loyalty and making your customers feel valued.


When it comes to developing trust between your company and its clients, professional telephone liaisons are key. Telephone exchanges create a sense of immediacy, presenting your business as proactive and on the ball. This is fundamental for customer satisfaction, but it’s also extremely important for B2B exchanges. For instance, one particular study reported that leads who were called back within 5 minutes of registering interest were 10 times more likely to answer, and more likely to convert.


Although in some cases it may be quicker to communicate via email, in others it certainly isn’t. Waiting for replies, decoding complicated email threads and clarifying anything lost in translation can be a huge waste of company time. Instead, an exchange which could have been solved by a 15 minute phone call might span a couple of days. If your customers or potential business partners have to jump through hoops to contact you, they’re likely not to bother.

The internet is of course a hugely valuable resource for both small and large companies, but an effective telephone system is key to developing and maintaining positive customer relationships. At Message Direct we specialise in implementing such operations, focusing specifically on call-handling and message-taking. If you’re ready to improve your telephone systems, give us a call to see how we can help you!