Millennium Marketing Research®
Tom Schori DBA Millennium Marketing Research®, 808 Ironwood, Normal IL 61761, 309-532-8466

Phone mail: revisited.

By Thomas R. Schori, Ph.D., and Michael L. Garee, Principals,  Millennium Marketing Research, 808 E. Ironwood, Normal, IL 61761-5239. Tel. 309-532-8466 -

Is it just us, or are there in fact literally millions of other businesspeople out there who have also grown to absolutely despise "phone mail"? (This is our second column on this subject, so that should give you some idea of how much of an issue "phone mail" is with us!)

As we said in our earlier column on "phone mail," maybe the original idea for this type of communication system had some positive potential, e.g., it would free up people to respond to phone calls at a time more convenient for them, rather than to be continually interrupted, etc. However, it appears (at least to us) that "phone mail" has realized little, if any, positive potential. Instead, most systems currently in use seem to be growing increasingly cumbersome, increasingly confusing and increasingly irritating to users. Indeed, it would be difficult to invent a business communication system that has a greater potential than "phone mail" for angering and/or alienating both customers and prospective customers.

Call virtually any business today, except the very small businesses, and you’ll inevitably be "greeted" by a phone mail system. Now, that in and of itself isn’t necessarily bad. What is bad is what usually comes next, and that is a "menu of options." Early on most menus were relatively brief, and therefore not all that difficult to negotiate in order to reach the desired party. Today, though, some companies’ menus are so involved that it can take a minute or more just to listen to the options! And, woe be unto the unwary person who selects the "wrong" option. If that’s done, usually the whole process must be re-initiated, and can even require hanging up and calling the business again!

In fairness, if the caller is persistent enough, he or she usually can end up talking to a "real" person, but it can and often does require significant persistence. There are, however, those businesses that promise the availability of a "real" person by dialing extension such and such, but in fact, when one dials that extension, one gets that person’s "phone mail"! In some cases, it is absolutely impossible ever to reach a "real person¾no matter how persistent or ingenious one is.

Since it seems certain that "phone mail" isn’t going to go away anytime soon¾although maybe it should, or at least the present configuration of it should¾maybe it’s time American business instituted some type of "phone mail" recommended guidelines. At the risk of being called presumptuous, we would like to offer some suggestions in that regard.

Businesses with a "phone mail" system should. . .

  • Use "phone mail" only when necessary. That is, if a real, live person is in the vicinity and a phone nearby rings, that person should answer it, not let it merely "roll over" to "phone mail."
  • Use "phone mail" as they would any other business communication system, not to replace human interaction, but rather, to complement it.
  • Ensure that "menus" are kept to a manageable number of options, while at the same time, keeping any "introductory" or "informative" initial messages brief.
  • Instill in employees that "phone mail" is not intended to be used as a call "screening" device or as a system to "hide behind."
  • Make sure that it’s always possible for callers to reach a "real" person, by dialing "O" at any time, etc.
  • Impress upon employees how crucial it is for them to regularly check their "phone mail" for messages and then to return those messages that require a response. (No, we’re not suggesting that every unsolicited call requires a response.)

In our humble opinions, if businesses would observe just these few simple guidelines, "phone mail" systems might not become "lovable," but they would at least become far, far more bearable and certainly less irritating.

In a way, it’s ironic that "phone mail" systems began to proliferate among American businesses at about the same time that the push for customer service excellence emerged. We know, from talking to hundreds of consumers in focus groups over the years, as well as from comments consumers have made on mail surveys, etc., that not being able to reach a "real" person when they have a problem or question is one of the BIGGEST irritants to consumers today. It frustrates them no end!

So, if your company is looking for some way to "stand out from the competition," in a meaningful way that will impress customers and prospective customers alike, taking a whole new look at your "phone mail" system might be a good place to start. Certainly, a company that designed (or re-tailored) its "phone mail" system to be easier to use and far more "customer friendly" would get our vote of confidence, and we suspect it would also get a vote of confidence from millions of other consumers and businesspeople.