Lesson in answering the phone

I'm going to sound like a tw&t now, but the story goes like this. I was booked in for a massage yesterday at this lovely place on Poland Street - I'm not that much of a ponce, I just had a bad back and needed it sorting out.

So when I phoned at lunchtime to move the appointment, the receptionist said: "Steve you are naughty, that's the second time you've done that recently. No worries, we completely understand, come in this evening instead." Service with a smile.

This is just how businesses should be treating (ir)regular customers by phone to encourage them to keep coming back. CTI so they knew who was calling, a quick check on my records, some notes to indicate they could afford to be cheeky with me, etc. It was a new receptionist I'd never spoken to before, but I was made to feel like a cherished customer.

So why is it most PR firms make a hash of this when clients and prospects call? The main switchboard number remains the frontline for most agencies. Yet I've seen countless agencies with receptionists who don't know who the clients are, fumble around when fielding new business calls, etc etc. Front desk needs good training and to be a working part of the business.

We're in the communications industry and our work is supposed to enhance reputations and support sales, so we could at least put some effort into how we answer our own phones. Thankfully Rainier PR doesn't fall into this category and calls get fielded with aplomb. It's just that so many agencies make an arse of it.

PR firms are being shown how to do it right - by a massage parlour (sorry, didn't mean that, it's really not that kind of place).