Call Centers & Telephone Order Taking

Though order processing and submission is mostly done online without assistance, some buyers need to speak to an operator to answer order related questions.

Many customers insist on ordering products over the phone, even when they able to do so online. From specialized parts companies to large personal computer companies, many different industries offer to take orders over the phone. As the number of households with internet access increased, so did the popularity of ecommerce. The information age was surely changing the way we shop, and many figured telephone appointment setting would become all but obsolete. However, as organizations continue to offer this service to their customers, a surprising number of customers continue to use it.

Despite what one might assume, not all of these callers are older people who are "set in their ways" or unable to use their computer for ordering. In fact, a large portion of those who order by phone also order some of their purchases online. There are a number of reasons for this. One reason, which is most prevalent with specialty products, is that questions may arise about certain items. When ordering a replacement part for a vintage car, a buyer will most likely want to talk to someone and make sure they order the right one. Although ecommerce allows for this too, it’s not the same experience as speaking to a real person in real-time.

Another reason for telephone ordering is convenience. Although many people can access the internet on their phones or through cellular connections, many find it easier to just call the company directly and order. When dealing with a routine reordering situation, a buyer is unlikely to want or need to shop around. If they have ordered on the company’s website in the past, the order taker will be able to look up the customer’s information because they already have it. When ordering paper and toner for the office copier, a buyer may desire the simplicity of calling and asking for "50 more of product X and 2 more of product Y".

To some degree, telephone ordering has continued to be an option with many companies because it has been easier than ever to support. Companies that already have an ecommerce website can simply hire a call center that offers telephone ordering service, and instruct them to submit the callers' order information through their web shopping cart. The company does not need to change how they fulfill orders because they can come in the same way as their online orders. Most importantly, orders can be taken around-the-clock affordably and accurately.