Raising the telephone game in the UK

As the iPhone 4S goes on sale drawing in a mix of new users and those upgrading, another piece of telephone news seems to have quietly slipped under the radar. Ofcom has decided to delay the 4G auction, probably until the 4th quarter of 2012.

4G is the next generation of mobile telephone specifications bringing access to mobile speeds of up to 100Mbit/s. It is likely to drive all mobile solutions from mobile broadband and wireless laptops to smart phones via secure links. Ofcom have given the reason for the delay as the need to review the multitude of in depth responses received to its initial consultation earlier this year.

Whilst on the face of it the decision to delay will merely push back implementation across the board, it does mean that by the time operators have installed new masts and tested configurations it will be well into 2013 before the UK has a 4G system up and running. With countries such as Germany and the USA already well down this route the delay could signal to the rest of the world that the UK is slipping down the technology ladder. Indeed the Culture Secretary, Jeremy Hunt, called the slippage damaging to the national interest.

One of the outcomes of the delayed implementation of 4G could be the need for businesses to review their telephone systems to ensure that they are making the most of current technology. Internet telephony linked to virtual switchboards has come a long way since the early days of the internet and many businesses are still failing to make the most of the opportunities available.

Services such as local dialling, international phone numbers, China 401 Toll Free numbers and Calling Spain packages mean that UK businesses are far more able to compete on the international stage than before. Linking these specialised telephone services to virtual switchboards means that it is easy for businesses of any size to hold their own when communicating internationally, especially if linked to a multi-language virtual assistant service.

Whilst the inception of 4G will potentially benefit most businesses, the fact that we now know of the delay means that we can be far more proactive in planning our communication strategies for the next few years.

Handling complaints

Ofcom has recently published its findings on the number of complaints made about telephone companies in the second quarter of 2011. Although Talk Talk once again top the list by a long way in respect of landline services, the Ofcom press release does take pains to point out that the Talk Talk complaint level of 0.8 complaints per 1,000 clients is a considerable improvement on the pervious quarter (1.12 complaints per 1,000 customers).

The Ofcom data doesn’t break down the nature of the complaints. However, it does say that on average in 2010 it received 350 complaints per day and these generally related to matters which have not been resolved.

Handling complaints is one aspect of business life which we all have to face from time to time. In this age of social media, how we deal with the complaint can sometimes make the difference between a good or poor internet reputation. The basic rules for complaint handling are:
Make it easy for the customer to contact you
Be empathetic and understand their viewpoint
Investigate promptly and keep the customer informed at every step
Agree the remedy and put things right

Luckily for businesses the advent of internet telephony means that managing a customer complaint is now easier than ever. Looking at the first rule, that of making it easy for the customer to contact you, there are a number of solutions even for a one man band. These include telephone divert, answer phone services or the use of virtual assistants. For a customer wanting to complain, being unable to contact anyone will only aggravate the issue. Being able to speak to someone, even a virtual assistant service, means that the first step in complaining has been taken and this can reduce the anger levels. Even an answer phone message advising how long it will be before you phone back will be far better than the phone ringing with no answer.

When investigating a complaint, sometimes it is difficult to fully appreciate all the issues from notes made at the time of the initial call. This is where telephone recording can come in handy. This will enable you to listen back to the complaint call to make sure you haven’t missed any vital points. If the complaint relates to a previous telephone discussion then playing back that discussion will also enable you to swiftly come to a resolution.

The benefits of Premium Rate numbers

At the end of August five councils in the north of England took a hit in the press for the amount which their employees spent on calls to premium rate numbers. Calls to the speaking clock and directory enquiries featured within a total premium rate spend of some £50,000.

In fact these councils are not alone with other local authority and government bodies across the land having been brought to book for similar offences in the last year. Headlines such as these combine to create an entirely negative impression of premium rate numbers. However, used properly, they can also be an important part of a businesses marketing and sales strategy.

Let us say that your company is organising an event. All the information relating to the event may well be found on your web site but certain potential clients require information to be sent via a brochure. Charging clients via a premium rate line for ordering brochures may go some way towards covering the costs of producing the brochure without penalising those people who are happy to find the information on line. Similarly, a premium rate line may help to pay for the costs of running a competition or providing an information or help service.

Providing information via the telephone can come in many forms. For example, you may wish to offer clients sports results, access to special offers or you may run a tipster club. In all of these cases a recorded information line is ideal for providing quick access for clients without the need to employ substantial numbers of staff. Information can be changed as many times as required and can be uploaded via text to speech, over the telephone or by using a voice recording artist. Whichever method is chosen, the use of a premium rate call facility will either subsidise the information or enable the business to make money from the service provided.

One myth about premium rate calls is that they will cost the earth. This is not necessarily true and organisations can set premium rate charges at as little as 10p per call. Options are available to charge either per call or per minute for added flexibility. Setting up a premium rate number is simple with a quick online registration with the regulator PhonepayPlus being the first step.