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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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.