A recent study found only 21 percent of American consumers are satisfied with the way construction businesses handle their phone calls.

The study of 2,234 people, conducted by audio branding specialist PH Media Group, found standards in the construction industry are well below the American average of 32 percent.

Insurance companies performed the best (41 percent), while customers of architectural firms are the least content, with only 20 percent of their customers are happy with call handling standards.

“Poor call handling is a frustrating experience for the American consumer and can be the difference between attracting new business and putting potential clients off permanently,” says Mark Williamson, CEO at PH Media Group. “Companies who provide a top-class call handling experience can distinguish themselves from the competition and create new positive perceptions of waiting on hold. But the research results suggest construction firms still have a lot of work to do in this respect.”

Williamson says the telephone remains a crucial aspect of branding, marketing and sales.

The study, which is the largest of its kind conducted in America, also discovered males are more satisfied (25 percent) with the way construction firms answer their calls, compared to females (18 percent).

In terms of location, people in the Northeast and the South were the happiest with their telephone experience, followed by the Midwest and then the West.

Williamson recommends establishing “a clear tone and procedure for answering the phone … tools such as on-hold marketing—bespoke voice and music messages that are played on hold—to improve service and deliver a congruent brand across all touchpoints with customers.”

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