The Role of Voice and Telephony in Communications

It’s easy to concentrate on technical gadgets and computer hardware when we think about ICT but stop to consider how we really communicate moment by moment. Despite the image of desk bound office workers tied to email, obsessing on social networks and never opening their mouths, the reality for many of us is that voice and the spoken word plays a fundamental part in relationships and services.

We can’t survive for long without the telephone, either the desk one or the mobile, and telephony is changing and adapting as never before. Texting is now second nature to a whole generation (a rapid and effective alternative to email) but the best way to sort something out is a two way, instant dialogue. We used to call it a conversation.

'It is easy to take telephony systems for granted, largely because they are essentially reliable and ubiquitous' - Mark McLean, Telephone Helplines Association (THA)

For very small organisations, telephony needs are simple.  It usually involves one or two phones on the desk, perhaps individuals using personal mobiles and charging call costs back to work.  There is often little difference from the individual's personal experience.

For small organisations, the answer is often simple but beyond their comprehension.  There isn't an obvious source of impartial telephone suppliers, equipment is often confusing in its complexity and it’s often easier to make do rather than find an effective solution. It will probably include a way to route calls around the office and possibly individual voicemails.

The bigger the organisation gets, the more essential effective telephony is and the more likely management is to invest. There is also a perception (2006 THA research) that suppliers tend to value their relationships only with larger companies.

So what needs to be done and why?

Benefits of the voice channel

There are three main benefits to using voice:

1. Speed - Instant conversation and contact
2. Immediacy – Instant response (once the call has started) and interruptability
3. Interactivity - Human interaction and rapport

How many times have you sent (or received) an email and been frustrated by a lack of response or misunderstood the context or simply not known what the other person meant?

Only 7% of communication is actual words whilst 38% is tone (how you say it). The remainder is visual but that doesn’t help on the phone. So how much of a communication message is lost if we only ever email?

Using telephone calls enables us to react to something (think of all those numerous short emails you’ll be able to avoid), to ask additional questions and to establish rapport. It’s also great for making a difficult point (you get an opportunity to explain more clearly, to establish rapport and to give personal context). It may be easier for you to deliver bad news by email but it’s never effective for the recipient and it can be damaging to relationships.

If I need to admit a mistake, share some bad news or simply challenge something, I always pick up the phone. I can have a two way conversation, express emotion (sorrow, empathy, anger, fun, agreement) and I always get a better response from the other person. Email can be cold and calculating and we need to recognise some people simply can’t interpret the context of it. Chief Exec, Medium sized VCO

You’ll save time, it will do wonders for building a personal relationship and you get things sorted and decisions made, in agreement with the other person. Clients appreciate the immediacy of the telephone and many prefer it as their method of communication. After all, talking is what we do most and we’re generally very good at it!

Benefits of telephony

 Telephone systems have a number of advantages including:

• Call routing – enables caller to get through to you wherever you are (and can help avoid giving out your mobile number)
• Flexibility in location of working (literally anywhere you can get a phone signal or line)
• Teleconferencing – enabling people to get together more easily
• Voicemail – collect from anywhere at any time

Like email, telephony systems offer you the opportunity to work anywhere and have calls routed to you. This might come to your mobile phone, your home, another office or simply another desk. These systems aren’t complicated but you do need professional advice and take into account call costs and implications. In a very small office you might get away with sharing two phones but as your numbers increase you need a smarter way of routing voice communications. The bigger your organisation, the more important call routing will be.

You could have a single telephone number (geographic, local or national) for a wide range of people so every call comes in centrally. That way people don’t end up leaving messages on voicemail when someone else could have helped. It also means you can give out your extension number to the people who urgently need you and a switchboard to others. The single number might also mean you can retain the number as you move offices, regardless of geographic location.

Teleconferencing isn’t as good as meeting face to face but it does enable you to discuss things and providing there aren’t too many people on the call it usually works well. You can set teleconferences up on your own system or buy ‘conference rooms’ at a fixed fee per minute (usually 6 to 10p per minute per caller). It might make the difference between waiting three weeks for a meeting and sorting something out.

Digital voicemail has long replaced the old tape answering machine and now means you can dial into your messages wherever you are (including as much security as you need). This also means teams of people can pick up issues remotely and deal with them.

What might you need?

Your needs will be dependent on the work that you do and the people that you work with. Disability may be a factor (textphones rather than voice phones), you may want to support people working at home (call routing), you may need to manage many calls between many people or you may need a dedicated freephone helpline. Before you start making lists of products, make sure you’re clear about the business needs and how people can work effectively. There’s more on needs analysis in our Telephony in Your Voluntary Organisation article  Read article 

Making the best of telephony for the future

There are a wide number of telephony options available, from single fixed line telephones to complex routing systems with digital voicemail and smartphones with wireless internet. Here’s a selection of ideas:

3G and mobile – mobile phones can be essential for outreach workers or others out of the office. Be wary they don’t work everywhere but they are good for keeping in touch.

Blackberry – Synonymous with mobile email. Effective and useful for managers who are out and about but not necessary for those who rarely get urgent emails and are able to access webmail elsewhere. Also known as ‘crackberries’ as users become addicted to checking email relentlessly irrespective of the time of day or other activity.

Communication skills – essential in making voice and telephony an effective part of your service provision. Better communication makes all the difference to relationships and how others feel.

Direct dial numbers – you may not want everyone on the same number so giving people direct dial numbers gives clients easy access to the person they want.

Fixed lines – the simplest form of telephony, one number, one line. Essential for offices which are regularly staffed but may not be essential for mobile workers.

Helplines – You may be able to set up recorded messages for some of your services to answer very general queries.

Mobile internet – internet available on mobile phones, smartphones or laptops. Very dependent on signal availability and query how necessary it is. Often a want rather than a need but can be useful for those who travel a lot and who may need to research information at the same time.

SatNav – doesn’t always work but some phones now come with SatNav and it can help mobile workers get to where they need to (especially if their map reading skills are poor).

Smartphones – the new generation of mobile technology e.g. iPhones which enable users to surf the internet, manage email, take photos etc. Usually excessive for the needs of voluntary sector workers and a significant crime target.

Texting – works well for short, instant (and large volumes of) communication. Effective when dealing with young people or passing messages on but can be frustrating and some adults still struggle with the flexibility of texting.

Voicemail – from simple deskbound answering machines to digital voicemail accessible from anywhere in the world. Can also help teams check each other’s messages.

VOIP – voice over internet protocol, using a broadband internet connection for cheaper phone calls. Is still liable to variable quality but can save call costs and is great for calling overseas.

What difference does this all make?

Ultimately, it’s about providing an efficient and effective service to your stakeholders, meeting your outcomes and supporting staff and volunteers.

Telephony is typically cheap, effective, something nearly everyone is comfortable with and enables instant and timely communication. It provides a real antidote to the plethora of emails (often redundant clutter in a world of information overload), helps build relationships, supports quicker and more effective decision making and can save time and money. It’s also personal and it shows someone you care.

Call to action

So what next? Ask yourself the following questions:

• What difference does voice make in my organisation?
• How can we use telephony better?
• What are we going to about it?

Then pick up the phone and start doing something about it. Happy talking…

Resources

Funding Telephony -  ICT Knowledgebase-funding telephony
Good Telephony Guide -  ICT Knowledgebase-Good Telephony Guide 
Telephone Helplines Association - http://www.helplines.org.uk/

Simon Davey
Preponderate.network
www.preponderate.net