The Hindu Business Line : More than just `hello' and `goodbye'

While visiting the East Asian manager of a software company in India, I noticed a hand mirror on his otherwise Spartan corporate desk. Seeing me eye it curiously, he offered an explanation: "In my company, everybody is instructed to smile when they answer the phone. A smile carries over the phone. I keep this mirror strategically positioned on my table so I can check myself during the conversation to make sure I am smiling."

Every time I recount this story at one of my training sessions for Indian professionals, it usually elicits a round of smiles. And it gives me my cue to start a discussion on telephone etiquette. "Why do you think his behaviour odd?" I probe. The answers are usually that "It is so bizarre/artificial, especially as he cannot see the other person."

Given that the usual greeting you get at any average Indian company is a lackadaisical "hello, halloo", or in some cases a curt "yeah" or, worse still, a grunt from a sheer lack of awareness of how it must sound on the phone, I would perhaps recommend a mirror to every professional. It is very important to sound businesslike and efficient over the telephone. This is a dominant form of communication in the West. It is also as important to be polite and clear. Telephone etiquette is not something Indian professionals are very conscious about. My frequent advice is to treat every phone call as a face-to-face meeting. You wouldn't grunt, slouch or scratch your head at a direct meeting, would you?

The key to making or having a correct telephone conversation is the word `SMILE'.

S — Slow and Clear

Speak slowly, clearly and smile when speaking; this makes your voice sound positive to the person you are speaking to.

M — Maintain your manners

Be helpful and polite to any caller. Even if she/he has dialled the wrong number, listen to his/her request carefully and offer to transfer him/her to the correct person. Don't be abrupt and hang up. When you have dialled a wrong number, state the number you want, and if it is the wrong number always apologise and say thank you. If you call someone for a long discussion, ask if it is a convenient time or if they would prefer to talk later.

I — Identify yourself

When answering the telephone always state your name. For instance: "Hello, this is Ravi Rajan." This will enable the caller to identify whether s/he has the correct person immediately and eliminate the repetitive `Hellos' and `Who's this?'

Always say, "May I please speak to xxxx," when making a call.

L — Listen

At all times listen carefully to what the caller has to say. Wait until s/he has finished talking before answering. Interrupting is considered very rude in the US and Europe, but Indians usually find nothing wrong with it. Learn how to make clear, brief notes when you are on the phone — it's amazing how many people can't read their notes once they put the phone down. Business could rely on that message.

E — How to end

End with "goodbye" or "thank you". You will probably find that most Americans end their conversation with "Have a nice day." It is appropriate to reply, "Thank you, you too," and this is effectively `goodbye'.Many of us are in jobs where we deal with customers over the phone. It requires only basic, common sense skills to tackle even difficult situations. Here is an actual conversation that sums up most of these skills. While conducting a Western Etiquette and Communications programme for a top American company's call centre in Chennai, I was double jacking on another phone to listen in and guide while an Indian employee spoke to an irate American caller.

(Caller client - CC; Software professional - SP; Double jacker - DJ)

SP: "Computer company, this is Shivaramakrishnan, how may I help you?"

CC: "What is your name again?"

SP: "Shivaramakrishnan"

DJ: "Please shorten your name."

SP: "Please call me Siva for short."

CC: "Ok Siva, what do I have to do to get an American, I don't want to be outsourced to India."

SP: "I am here to help you sir, please tell me your problem."

CC: "I have explained my problem to three other Indians before you — I want an American."

DJ: "Take control of the call, empathise."

SP: "Sir, I understand your frustration, I have been trained in this software, please tell me your problem. I can certainly help find the solution this time."

CC: "I can't wait till the cows come home and you better bet your bottom dollar on that."

SP: "Cows and dollars? I don't understand."

DJ: "It is not relevant, only Americanisms. Let it pass, continue to empathise."

SP: "Sir, I am certain I can help you."

CC: "Well I keep getting error messages when I back up the database."

SP: "What is the message? Can you explain me further so that I can help?"

DJ: "Make it specific and stress on your need."

SP: "What is the EXACT error message sir?"

CC: "Number 630 unable to reboot."

SP: "Thank you, please hold one moment."

DJ: "Tell him why he is holding. Remember the customer is blind and doesn't know what you are up to."

SP: "Please hold one moment while I refer that message in my master list, sir."

CC: "Ok, thank you."

SP: "Thank you for holding, it could be an operations system mismatch sir..."

And so on... Solutions were found via communication and the customer went away happy. As simple as that...

(The writer is Founder-Director of Global Adjustments, a cross-cultural training and services company headquartered in Chennai.)

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