The way credit unions (CUs) answer their front-line phone makes an impression on members -- and employees. Staffing a call center can be expensive, especially when most incoming calls could be answered by an automated attendant that is much cheaper than keeping someone on staff. CUs that don't have the resources to open a full-service call center may choose a "hybrid" system to answer the phones. When all lines to a real person are busy, the extra calls are routed to an automated attendant. In deciding whether live answer is best for your CU is not an easy decision, and those interviewed for this article agree that moving to it will not necessarily solve all member service problems. It can be a complex decision that requires much thought about the resources your CU is willing to put into answering the phones. The decision has to be made by each CU based on its culture and objectives.
Answering the CALL Should a human or a machine pick up the front line at your credit union? BY Jon Cook
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