I’ve really enjoyed writing about informal call centres these past few weeks. They don't get the attention they deserve, but I really believe they're a game-changer for SMBs.
I’d love for our industry to properly recognise their value, ditch the jargon, and start helping our customers realise just how much of a difference these informal call centres can make - educating our customer base is something the channel need to take seriously.
There’s money in them call centre opportunities!! But more importantly, the benefits for the majority of SMBs are massive - the features of informal call centres could properly level up their customer satisfaction, staff happiness, and overall productivity.
So, after all that writing and thinking, I’ve nailed five key ways informal call centres can make a real difference for SMBs. Here goes:
1. Treat your callers right – it’s that simple
This takes us back to the first article: Remember when I asked, "Are all businesses a call centre?" That’s still resonating with me because, honestly, every business that takes incoming calls is essentially a mini call centre.
And here’s the kicker - treat your callers poorly, and they’ll simply hang up and take their business elsewhere. Sounds harsh, but it’s true.
Think about it—most businesses operate in pretty competitive spaces. People value their time, and if your call-handling gives them the hump, they’ll use their phone to find someone who’s got their act together.
2. The worlds of unified communications and call centres are merging
Have you noticed how the gap between unified communications and call centres is getting smaller? The big players in the industry certainly have! They’re putting just as much emphasis (and maybe even more) on call centres as they are on UC solutions. Why? Because call centres bring in revenue – and they’re becoming the next big battleground when it comes to winning and keeping customers.
For SMBs, this means the tools once reserved for big, flashy call centres are now well within reach, which is brilliant.
3. Happy staff = happy customers
It’s pretty obvious, isn't it? Keep your staff happy and your customers will reap the benefits. One of the best ways to do this in an informal call centre is by allowing your staff a bit of flexibility.
Take features like dynamic queues, for example—they’re brilliant for helping staff handle busy periods, ), whether they’re in the office or working remotely; everyone stays on top of things without feeling drained. And when your staff aren’t frazzled, your customers are the ones who truly benefit. It’s a win-win situation.
Oh, and by the way, tools like Sangoma’s Switchvox UC make this sort of thing super simple – it’s packed with features designed to make both staff and customers happier.
4. SMBs don’t know what they’re missing
Here’s one for the channel partners out there—how often do we forget that those call centre features we take for granted can look like rocket science to the average SMB CEO?
Things like IVR (press 1 for sales, 2 for support), queues, and dynamic agents sound like fancy, expensive bells and whistles to an SMB. Spoiler alert – they’re not. These basic tools can completely transform how inbound calls are handled, and they don’t have to cost a fortune.
Take Switchvox again as an example. All the essentials and more come as standard, for every user, at a flat price. But here’s the rub – if the channel doesn’t step up and start educating SMBs about these tools, the myth that “call centre technology is too complex or expensive” will stick around. Time to bust those myths, don’t you think?
5. Customer experience not price is king If you’re like me and you love a good holiday, you’ve probably spent hours trawling through reviews on TripAdvisor (or one of the million other review sites out there) before booking.
And what do most negative reviews focus on? Nine times out of ten, it’s the experience. It’s rarely about price - people are way more likely to slate a place for having poor service than for being pricey.
PwC backs this up – a whopping 86% of customers are willing to pay more for a great experience. Sure, price matters, but it’s no longer the dealbreaker it once was.
For businesses, this is where informal call centres can really make a difference. It’s true for all industries, not just hospitality—if your call-handling and customer service are spot on, your customers will remember it. More importantly, they’ll stick around.
A goldmine of opportunity
I hope over the past few weeks, I’ve managed to convince you that informal call centres are a goldmine of opportunity.
The channel has a real opportunity here to educate and support SMBs, so the advantages clear, without all the technical faff that puts people off. Trust me, the results will be worth it.
With the right approach and a bit of guidance, informal call centres can genuinely transform the way smaller businesses operate. And if that means better customer experiences, happier staff, and more success for SMBs, then I’d say we’re all doing something right, wouldn’t you?
If you want to know more about how Sangoma UC offerings that already include informal contact centre functionality, or discuss my ramblings, then please contact me at europe@sangoma.com.