Law firms across the country are losing out on valuable business and damaging their reputation as a result of common call handling errors, according to Ella Nelson from Moneypenny, which handles over 2 million calls and chats annually for more than 950 legal practices across the UK, including 65 of the Top 200.
Smart changes to call handling have the potential to vastly improve lead conversion by impressing prospects and keeping existing clients engaged. Here are some simple steps that your legal practice can take:
- Speed up response times
We typically use the phone to quickly gather information – which is why endless rings and slow response times are a serious consumer gripe. Data reveals that 69 per cent of callers won’t leave a voicemail, so tardy call answering and unavailable professionals will quickly turn into lost opportunities and disenfranchised, frustrated clients.
Ella said: “Answer calls swiftly and don’t leave callers waiting on hold or stuck in a loop system. Avoid putting calls through to voicemail if you know someone is away from the office and instead take a message so that they’ve spoken to a person and feel confident their enquiry is valued and logged.”
- Let your personality do the talking
The culture that you’ve spent years perfecting and instilling in your workforce should shine through in your employees’ telephone manner. It all comes down to personality yet too many firms’ front line call-handlers sound painfully scripted, unprofessional or even bored which can be an immediate client turn-off.
Ella commented: “It may sound silly, but simple things like smiling when answering the phone can make a real difference, it really comes across and makes you more engaging and friendly. It can also help to make pleasant conversation with callers and use first names if it feels appropriate. As they say, ‘people buy from people’ so being personable is memorable and puts clients and prospects at ease.”
- Know your firm inside out
Most firms understand the importance of investing in regular skills training – but few include telephone answering. Call handlers that don’t know how to put calls through, who’s in the office or when they’ll be back, or even if someone has left, are all common consumer gripes about poor phone etiquette.
Ella said: “Call-handling should be part of the induction process and cover manner as well as the technical side of things. Also, call handlers need to be supported with shared diaries, organisational charts, holiday rotas and up to date employee lists to ensure that they have the information they need to be effective and helpful.”
- Keep service consistent
When it comes to call-handling, consistency is key, yet for many firms a ‘pool’ approach to answering calls when reception is busy, can mean the quality of service is hit and miss and highly dependent on who answers.
Ella said: “When calls are redirected to other departments during busy times it can result in less than professional, curt and ill-informed call handling as people are interrupted from their work. It’s wise to put guidelines in place around firm-wide standards and what’s expected but better still, it really pays to have an overflow call handling service to ensure consistent quality client care when front of house teams are busy.”
- Make returning calls a priority
Taking messages is one thing, making sure they make it to the recipient is quite another and it can really erode goodwill as well as new business opportunities when it doesn’t happen properly.
Ella added: “If you leave a message you expect it to be returned and rightly so. When calls are cascaded to other departments, message-taking is often compromised – they might be taken but not passed on or just not taken at all. Messages should be captured accurately and passed to employees efficiently.”
- Be available around the clock
With voicemail proving a turn-off for clients, it’s no surprise that office switchboards being directed to the answering machine as soon as the clock hits 5.31pm is a major source of frustration.
Ella said: “10% of business calls take place outside working hours and in an 24/7 age it’s particularly frustrating for clients if they can’t reach firms when it suits them. By investing in telephone answering support, law firms can rest assured that every enquiry and lead will be captured, whatever time of day. Whether the service is used to deal with overflow calls that front-of-house staff aren’t able to answer, out-of-hours enquiries or the entire telephone function, the possible return on investment is huge – with a third more enquires handled in some cases.”
For firms trying to make incremental improvements to their operations, efficiency and client care, the benefits of sharpening up internal systems, setting standards, maximising the use of technology and investing in extra support are compelling.
Ella concluded: “By mastering the art of call handling, firms can maximise their calls and boost their bottom-line in the process. With the right support, telephone communication can be transformed into a vital tool to improve the client experience, drive revenue and get ahead of the competition.”
For more information about Moneypenny, visit https://www.moneypenny.com/uk/legal-answering-services/
