Seth Godin is one of the most popular and respected marketing bloggers on the planet. Here’s a dose of his common sense applied to the subject of your callers and the person who may be responsible for creating their first impression of your business.
“…When a homeowner decides to put his house on sale and calls a broker…When he calls the moving company…When a family arrives in town and calls someone recommended as the family doctor…When a wealthy couple calls their favorite fancy restaurant looking for a reservation…Go down the list. Stockbrokers, even hairdressers. And not just people who recently moved. When a new referral shows up, all that work and expense, and then the phone rings and it gets answered by your annoyed, overworked, burned out, never-very-good-at-it-anyway receptionist, it all falls apart. What is the doctor thinking when she allows her neither pleasant nor interested-in-new-patients receptionist to answer the phone?”
Given what’s at stake each time your phone rings, this is a question worth asking yourself: “Could our staff use caller experience training?”
About the Author
Scott Greggory is the Chief Creative Officer at BusinessVoice. A copywriter, voice talent and producer with the agency since 1993, he leads the writing team and helped pioneer Humor On Hold in the mid-1990s. His work has been recognized 150+ times by local, regional and national award shows for creative excellence, including the 2021 AAF Silver Medal Award. In 2026, Scott became the first inductee of Bowling Green State University’s School of Media and Communication Hall of Fame.