Over the years, we’ve seen many different ways of looking at the caller experience (CX), but one thing is clear: maximizing the power of this channel means making intentional choices that produce positive feelings throughout each phone call.

Here are the differences between companies that win with a remarkable CX and those that will be left behind.

• One sees a phone greeting as just a script; the other sees it as a brand impression.
• One thinks hold time is unavoidable; the other transforms it into value.
• One focuses on the customer journey after the conversation begins; the other optimizes the moments before it does.
• One leaves mood and tone to chance; the other engineers both thoughtfully and with purpose.
• One views consistency as a challenge; the other makes sure it’s built into every call.
• One accepts “dealing with” callers as part of doing business; the other embraces every opportunity to speak directly with their customers.
• One merely hopes customers feel something; the other ensures they do.

Which “one” are you?

(This post was conceived and co-written by Ryan Royal.) 

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