Cold Transfer vs. Warm Transfer Calls: A Call Marketing Guide

Photo by René Ranisch

Originally Posted On: Cold Transfer vs. Warm Transfer Calls: A Call Marketing Guide (hypertargetmarketing.com)

Keeping customers happy requires catering to their every need— all the way down to how your business answers phone calls. According to studies, a customer is four times more likely to purchase products from a competitor if they dislike the customer service at a particular company.

Most people can agree that some of the main things that customers hate are rude representatives, long hold times, and being transferred from one department to the other. The best way to cut down on this type of headache is by implementing warm transfers.

However, if your company is new to this concept, this guide has you covered. We’ll explain the difference between a cold transfer vs warm transfer, and its benefits. Keep reading to learn more.

A very common feature for today’s telecommunications is transferring calls. Basically, it’s the capability to switch a call from one person to another.

There are two ways in which a call transfers: cold (blind) and warm (attended). Essentially, the key distinction is whether or not the call is initiated or announced before the switch is actually made.

The distinction is primarily the contrast between a warm invite and a cold shoulder. The warm transfer option requires an introduction along with some basic background information. It also includes a friendly reminder that the call is getting transferred.

When no discussion or prior information is required, the cold transfer option is a quick and simple substitute. It’s called a cold/blind transfer because the call gets transferred without knowing if the other party is available to speak to the caller.

One of the most unpopular features of the modern call center is the traditional cold transfer. It’s the procedure of transferring an individual without filtering the call to determine the identity of the caller and the reason for the call.

Why would a company want to stay away from cold transfers?  Well, they make customers have to repeat themselves over and over again each time they are transferred to a different representative. This is exhausting, irritating, and time-consuming—especially when they have a difficult issue or a complicated concern.

Warm transfers involve the gathering of pertinent information to ensure that the call is transferred to the correct person or department. Even if it’s just the caller’s name and the purpose of the call, getting information first helps to ensure that the transaction is handled correctly.

This type of transfer dramatically increases call traffic flow, decreases average wait times, and substantially enhances the experience of customers.

When it comes to the contrast between a cold transfer vs warm transfer, the warm transfer option is the winner. What does a warm transfer in a call center do for your company? Other than preventing customers from being tossed from one line to the next?

Well, it sends a direct message to your callers that your focus is on them. This is the most critical component of warm transfers. The way your business handles calls shows customers whether or not your company is taking their concerns seriously.

Sometimes, as corporations expand, they seem to lose sight of the intimate connections that make customers feel loved and appreciated. At least, that’s the impression most customers will get when they’re not treated nicely over the phone.

A successful company never forgets the value of treating customers with care. Even if it’s something as simple as a warm transfer.

If your call center has primarily used cold transfers in the past, that’s okay. You can train your staff on how to conduct warm transfers. Preparing your representatives to execute warm transfers is one of the first phases of ensuring that they’re done properly.

Do the members of your customer contact team know how to direct calls the right way? Do they understand the necessary “small talk” needed to prevent the uncomfortable silence that makes a phone call awkward before a transfer?

Luckily, all of these things can be taught and discussed in call center training before the representatives ever make their first warm transfer.

A crucial point to bear in mind is that today’s callers have limited attention spans and high demands for timely and proficient customer service. This is especially true for the Millenials being served in the market.

It’s better to answer the phone and occupy them than to keep them hanging on the line. Teach your reps how to provide constant engagement to every customer.

Essentially, when it comes to cold transfer vs warm transfer, cold transfers should never be an option. There may be certain circumstances where they’re needed, but it’s rare. When a person calls into your company, the goal should always be to help them as much as possible.

This is definitely true if your business has a call center. Be sure to implement protocols that ensure that no customer is confused about what’s happening on a call.

When it comes to a cold transfer vs warm transfer, you can never go wrong with warm transfer calls. It’s one of the best ways to ensure that your customers are happy and that their experience with your company is great.

Speaking of phone calls, does your business need assistance? If so, HyperTarget marketing is here to help. We provide warm transfers, lead generation services, and more.

If you’re interested in getting started, call us at 213-973-9905 or contact us online for more information.

We look forward to talking with you soon.