That four-word phrase rolls off the tongue so easily. “We’ll call you back.” However, you may not realize the extent of the damage it is doing to your business.
The Promise Nobody Believes Anymore
Remember waiting by the phone for someone to call? Yeah, nobody does that anymore. And for good reason. Callbacks rarely happen when promised, if they happen at all. Your customers need help now. Not later. Not tomorrow. Right now. They’ve got a problem, a question, maybe even money ready to spend. When you ask them to wait for a callback, you’re basically saying their concerns can wait. That stings.
The erosion of trust happens bit by bit. First, one customer hangs up disappointed. Then another. Soon enough, word spreads that your company is impossible to reach. People warn their friends. Your competitors look pretty good in comparison.
What Actually Happens After “We’ll Call You Back”
Let’s get real about callbacks. Research suggests businesses drop the ball on returning calls within a day roughly 40% of the time. Even when callbacks do happen, the moment has passed.
While you’re getting around to calling back, your customer has already moved on. They have found another company. Placed an order elsewhere. Perhaps they’ve already forgotten the reason for their call. They might not pick up when your number appears on their display.
Meanwhile, that customer spent hours wondering if they should call again. Did you write down their number correctly? Should they try emailing instead? The uncertainty breeds frustration. Some folks get mad. Others just write you off completely. Either way, you’ve lost them.
The Hidden Costs You’re Not Seeing
This goes way beyond a few lost sales. If people are unable to reach you, they begin to doubt your business practices. Can you take care of their account? Will you be available if there’s a problem? Doubt is spreading, much like a crack in glass.
Your employees also suffer the consequences. Phone tag wastes a lot of time. Handling irate, waiting customers is a morale killer. Stress is high, efficiency is low, and things feel disorganized. Then there’s the internet factor. One frustrated customer posts about their experience online. Friends share it. Strangers comment. Before you know it, your Google reviews tank. Years of building a solid reputation can unravel because you could not answer the phone.
Building a Better Connection
Companies that thrive today understand something simple: be available when customers need you. Pick up when they call. Fix their problems right then and there. Show them they matter.
You don’t have to chain someone to a desk all day. Plenty of businesses work with a live answering service to catch calls when things get hectic. Companies like Apello.com link callers with real helpers. This preserves your reputation while helping to save money. The most important thing is consistency. Plan ahead for hectic times. Familiarize your team with managing different kinds of calls. Offer various ways for customers to reach out, and make sure each is actively checked.
Conclusion
These four seemingly insignificant words – “we’ll call you back” – can often seem innocuous enough. Nevertheless, they are gradually destroying the foundation of all you have worked to achieve. Customers today want immediate answers, not delayed responses.
Every missed call signifies more than just a lost sale. The trust you’re working to foster with your clientele is being jeopardized. The solution is simple. Just pick up the phone. Be there. Show up. Your customers will remember the individuals who aided them when they required assistance. And that’s the core of how brands are established.