I called a major appliance dealer yesterday about a problem with a refrigerator that’s still under warranty. This should be simple, I thought. But after listening to a voice read a list of numbers to push depending on the subject, I realized I was nose-diving into digital hell.

After several button pushes, I connected with a voice that thanked me for calling, and informed me I was number 12 in the queue and would be taken care of in approximately 29 minutes. Irritated with the dealer I’d given my business, I hung up and asked my wife to Google refrigerator services.

And that got me wondering: What happens when a prospect or customer dials your dealership? Have you ever called your business to see how incoming calls are handled?

We live in a computerized, impersonal world. Automated systems may improve efficiency and reduce costs in many areas, but it’s also appropriate to ask if a live person answering calls still has value.

This brought to mind a great article by Barb Hansen, co-owner of Southwest Florida Yachts, Florida Sailing & Cruising School and The Yacht Chandler Nautical Boutique.

Writing awhile back in her monthly newsletter, “View from the Marina,” Barb squarely hit a subject that touches all businesses and merits serious thought: the automated voice phone system.

We just moved our fleet and offices after 30 years in the same location, and one of the biggest challenges was setting up a new phone system. Now I’m all for new technology, but one thing I won’t compromise on is ‘no voice mail hell’ here. Our customers have always had a real person to talk to, and I was not about to change that.

Invariably, the mind wanders if put on hold. Who are they transferring me to? Maybe I should have pressed three instead of one, or six and listened to the options again? Ten minutes and still holding. I’d better put this on speaker. I’ve got work to do. Oh, of course, this is a government office. But if I were calling to buy something, I’d just hang up. Maybe I’ll just hang up anyway.

A sophisticated voice mail system may save money but it can easily turn off customers. I’ve stopped doing business with more than one company because of the lack of personal customer service. And I’m not the first person to do this, I’m sure.

With our move, I did consider what it would sound like if we got one of those fancy answering systems. Here’s my first draft:

Press 1 if you want to charter a boat.

Press 2 if you want to take a sailing or power boating class.

Press 3 if you want to buy a sail or a power yacht.

Press 4 to confirm a reservation already made but not to change the reservation or cancel it.

Press 5 if you want to change or cancel.

Press 6 if you want directions.

Press 7 if you want to know what to bring on the boat. Yes, you can bring your dog.

Press 8 if you want to learn about the cruising area. It’s beautiful.

Press 9 if you want to sign up a child for our summer day camp.

Press 10 if you have a compliment for us.

Press 11 if you have a complaint. We’ll put you on hold until you get tired and hang up.

Press 12 if you are a solicitor. See number 11 for the result.

Press 13 if you want to check on the weather. It’s always beautiful.

Press 14 if you just want to talk about boats because it’s cold up North and you have nothing else to do.

Press 15 if you want to hear these options again.

For all other calls, please press zero. Oh, I’m sorry, all lines are busy now. Your business is very important to us. Goodbye.

So here is my final decision: We’re keeping our personal answering policy, thank you. When you call any day during business hours, a real, live person will answer. I know this is not the modern way, but my gut tells me it’s the best way.

How customers and prospects are greeted when they call is no small business decision. Barb opted for a live, friendly, personal policy.

Isn’t it a good time to review how incoming calls are handled in your dealership?