Pick up the phone. Distinguish yourself.
Welcome to The Value Bridge
About developments that caught my attention – and why they are relevant to SME entrepreneurs, investors and small and mid-cap companies. In the world of SMEs, private equity and Small and Midcaps, there is often a significant gap between the perceived value of a company and the real, hidden potential. True positioning is the bridge that connects the two. From recent updates and conversations I select business situations, challenges and discuss solutions that demonstrate the importance of closing this gap.
Pick up the phone. Distinguish yourself.
You can hardly call anyone these days.
It starts with a drop-down menu if you call an organisation. This is followed by a queue. If you finally have someone on the line, it turns out that they are not allowed to connect you or not be able to answer your question. Then you need to submit your request by email, via a form or a chatbot. After that, the wait begins.
I have experienced it several times in recent weeks. Not only at healthcare organisations, but also at service providers and companies that I depend on for my work. Voicemails that are never called back. Emails that remain unanswered. Chat conversations that disappear halfway because someone is suddenly offline. And when you finally get in touch, no one turns out to own your question.
What strikes me is that organisations mainly seem to look at their own efficiency. Digital counters, chatbots and self-service are undoubtedly cheaper and often also great for simple questions. But as soon as a situation deviates from the standard, frustration arises. Then you just want to talk to a person. And that's what seems to be getting harder.
The time that customers spend looking for the right input, explaining their problem again and waiting for a response, you won't see anywhere on a KPI dashboard. But that time is here. Just like the irritation that arises. And ultimately also the reputation damage. Because how many customers decide to quietly never come back?
Ironically, this is a huge opportunity.
At a time when almost everyone is digitising and disinishing personal contact, accessibility can become a distinctive quality. Not only because customers are helped faster, but mainly because they feel heard. Sometimes the biggest competitive advantage is surprisingly simple.
Pick up the phone. Not because everything has to be done by phone. Digital solutions are often efficient and indispensable. But because there are always situations in which personal contact is the fastest, best and most humane solution.
Especially in a world full of chatbots, drop-down menus and automatic replies, a real conversation becomes special again. Perhaps that is the most underestimated form of customer experience. Reputation is often built in the smallest moments of contact. Sometimes trust starts very simply: someone who answers the phone.
The companies that will soon gain the most confidence are the companies that know when a person makes a difference.
This was the first edition of The Value Bridge, a series in which I connect developments and practical observations with positioning, communication, reputation and value creation. Because value often arises in the smallest moments.
