Pick Up the Phone! How Calling Detractors Can Transform Your Business

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Pick Up the Phone! How Calling Detractors Can Transform Your Business

By Jérémy Goillot, Founder and CEO of The Mobile-First Company

Most companies are afraid to call their users, but those who do, see incredible benefits.

I’m Jérémy Goillot, Founder and CEO of The Mobile-First Company, where we create mobile apps for entrepreneurs, including Allô, our business phone system. 

Over the past decade in tech, I’ve noticed a pattern among successful companies: companies are not afraid to call their users and engage directly with them, even the unhappy ones.

If you think calling detractors is too risky or maybe boring, let me tell you how this can be a game changer for your company.  

Turn One-Star Reviews into a Five-Star 

At The Mobile-First Company, we implemented a simple process with Allô, our phone system app. Whenever a customer canceled their subscription or left a review below four stars, our team was automatically alerted to call them within five minutes.

Why the urgency? Because acting fast creates opportunities to address problems before customers have a chance to leave for good.

I know you're wondering here, but why not send an email that you can send to many people? 

My answer is that sending 100 emails simultaneously doesn't guarantee full engagement. Many will remain unopened, and even if they open it, you only get a couple of replies. This approach often results in limited or no feedback at all. 

Why is calling better than an email?

  • Higher response rates: Emails often get ignored, with a measly 8% response rate while phone calls boast a 40%+ response rate.
  • Empathy is clearer: Tone and emotion are hard to express in emails, leading to misunderstandings. A call allows you to really understand what is the issue or the pain point.
  • Speed of resolution: Calls provide immediate interaction, resolving issues faster than email threads.

I’ve seen countless examples of this in action. One customer, who initially left a bad review, became a vocal advocate after a quick phone call. Let me tell you a story of a detractor that became a loyal user. 

A Lesson from My Time at Spendesk

Back when I worked at Spendesk, we had a particularly difficult customer—let’s call her Andrea. She was always frustrated, constantly complaining about how the product didn’t meet her needs. One Saturday, she sent a furious email, and to my surprise, our CEO replied point by point, providing facts and context.

Over time, we became nervous about Andrea’s next message, but something incredible happened. Months later, we noticed a new signup from someone named Andrea at a different company. Turns out, she had switched jobs and convinced her new employer to use Spendesk.

This taught me a valuable lesson: even the harshest critics can become your strongest supporters if you manage them well. Andrea wasn’t trying to ruin our day—she cared deeply about getting the product to work for her. Addressing her concerns with patience and professionalism paid off in the long run.

What We’ve Learned from Serving 2,000 Businesses with Allô

Allô is part of a suite of apps we’re building to empower entrepreneurs. It’s also the one teaching us the most about customer relationships. Serving small and medium businesses, especially in service sectors, has shown us the value of proactive communication.

For example, one of our real estate customers shared with us how calling a frustrated tenant right after receiving a complaint turned a potentially damaging situation into a positive one. By addressing the issue directly, they not only resolved the tenant’s problem but also earned a glowing review online.

How to Turn Criticism into Loyalty

I just have one piece of advice. If you want to improve customer satisfaction –Start making calls! 

Here are a few practical tips to get started:

1. Act Quickly

Set up alerts to notify your team when a customer cancels or leaves negative feedback. Call them within 5-10 minutes to catch their unfiltered feedback. 

2. Listen Actively

Let the customer talk without interruption. Acknowledging their frustration goes a long way toward calming the situation.

3. Empathize

Simple phrases like, “I understand why this is upsetting,” can turn frustration into trust.

4. Follow Up

Close the loop by sharing how you’ve resolved their issue. This shows you value their feedback and care about their experience.

The Opportunity You’re Missing

If you’re not picking up the phone to call your detractors, you’re leaving a massive opportunity on the table. 

I know that it’s not always easy to face criticism, but every unhappy customer is a chance to improve your business and win a lifelong advocate.

So, the next time you see a negative review or canceled subscription, don’t hesitate—call them. You’ll be surprised how often a simple conversation can turn things around.

Why Allô is the Perfect Tool for Customer Engagement

Allô simplifies this process for small businesses, making it easier to manage customer relationships. 

Here’s why it works:

  • AI-powered tools: Allô is a phone system that is powered by AI. This means that Allô can summarize your calls, record them, and transcript calls and voicemails to read on the go. 
  • Seamless integrations: Sync with popular CRM systems to access real-time customer data during calls. This integration is perfect for sales teams to have a complete view of customer interactions, enabling more personalized and effective communication.
  • Affordable and mobile-first approach: Allô offers a cost-effective platform that prioritizes mobile accessibility. Its user-friendly interface and optimized mobile experience allow efficient management of customer relationships from any location.

Companies using Allô have seen firsthand how a simple phone call can resolve issues, win back customers, and strengthen relationships. Do you want to give it a try?  Download Allô today and see the difference for yourself.

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