Lost calls spell danger for dental practices

A survey of 3,630 UK companies by audio branding specialist PH Media Group discovered dentists are below par when it comes to call handling, leaving callers on hold for an average of 33.56 seconds. This compares unfavourably to the national average of 33.48 seconds.

The implications for profitability are grave. Previous research has shown 50 per cent of callers will hang up within 20 seconds if forced to listen to silence while on hold.

“These results represent a significant challenge for dental practices and could pose a threat to profitability,” said PH media group sales and marketing director Mark Williamson.

“Callers are simply unwilling to wait on the end of the line while subjected to silence, muzak or beeps so firms are putting themselves at serious risk of losing business.

“Good call handling is often overlooked as a key sales and marketing tool but the telephone still acts as an important touchpoint and first impressions count. If each caller enjoys a positive experience, customer service standards will go through the roof.”