Resending a fax because the first one was misplaced is not cool. It happens, and most business partners understand that it happens. But there’s still a hit. It doesn’t look good. It doesn’t make business partners feel they are working with a company that has its act together.
Unlike email, faxes are easy to misplace and hard to find once misplaced. At least typically.
While resending documents is not usually the end of the world, it is a hassle. According to a recent study by research firm CEB, the basics of customer service matter a lot more than going above and beyond. Not having to ask that a fax be sent again matters. A lot.
“There is almost no discernible increase in loyalty amongst customers whose expectations were exceeded compared to those whose expectations had simply been met,” noted sales and marketing company, Inflexion Point, in a recent blog post about the CEB findings. But, there is “a precipitous decline in loyalty amongst those who had been disappointed by their service experience.”
Wowing customers with exceptional customer service doesn’t do much for the customer, it turns out. But what matters is meeting basic expectations, according to CEB.
And there is no more basic an expectation than that of having one’s communication reach its destination. Faxes can get lost, but this must be avoided at all costs.
And it can be.
With fax-over-IP (FoIP) technology, really there is no longer an excuse for the misplaced fax.
FoIP makes faxes digital, which means they acquire many of the tricks we expect from e-mail: They can be routed automatically. They can be searched and retrieved easily. They always arrive.
With FoIP, businesses can have incoming faxes automatically route to the right employee and come in by e-mail. This means no lost faxes, and no lost faxes means meeting basic customer expectations.
Services such as FaxSIPit have transmitted millions of faxes successfully by ensuring all fax calls terminate using HTTPS, combining HTTPS termination with existing TDM reliability. This provides guaranteed delivery of faxes. In turn, this keeps customers happy.
While delighting customers with “exceptional” customer service is nice, it is more important to make sure that the fundamentals are sound. This starts with not having to ask that a fax be resent.
Edited by Rory J. Thompson