Understanding and Managing Your Point of Contact

A point of contact (POC) is a specific individual or role assigned to manage communication between your business and clients, vendors, or internal teams on a particular subject. This person is responsible for answering inquiries, providing updates, and ensuring messages are not lost or duplicated. Having a clear POC helps reduce confusion, speeds up responses, and defines responsibility.

Why this comes up / what goes wrong

Small-business owners often encounter communication issues when multiple employees or departments interact with the same client or vendor without a clear POC. For example, a customer wanting to check on an order may not know who to contact. This can cause frustration and delays. Without a POC, messages might get lost, duplicated, or ignored, leading to missed deadlines, lost sales opportunities, and strained relationships. This problem is common when contact details are scattered across emails, text messages, or spreadsheets.

Step-by-step

1. Identify communication areas needing a POC: List the types of inquiries your business receives, such as sales questions, customer support, billing, or project updates. Decide which areas require a dedicated contact.

1. Assign a specific person or role for each area: Choose employees with the right knowledge and authority to answer questions and make decisions. Confirm they have the time and resources to manage communications effectively.

1. Share the POC details clearly: Provide clients, vendors, and internal teams with the name, phone number, email, or preferred messaging method of the POC. Make sure everyone knows who to contact for each issue.

1. Set communication expectations: Define how and when the POC should respond—for example, replies within 24 hours during business days. Communicate this to all parties.

1. Review and update regularly: Periodically check if the POC arrangement is working. Update contact information and notify stakeholders if roles change.

1. Use tools to centralize communication: Employ a CRM that supports multiple contact methods like email, WhatsApp, and SMS to track conversations and follow-ups efficiently. A WhatsApp and SMS CRM can help your team avoid missed messages and slow responses.

Example (fictional figures)

BrightSmile Dentistry is a two-location dental practice in Columbus, Ohio, with about 2,000 active patients. They assign Jane, the office manager, as the point of contact for appointment scheduling and billing inquiries.

• BrightSmile receives 100 appointment requests monthly.
• Jane handles phone calls, emails, and SMS related to these requests.

Calculation of Jane’s workload:

Number of requests per month = 100 Average time per request = 10 minutes

Total time spent monthly = 100 requests × 10 minutes = 1,000 minutes Convert minutes to hours = 1,000 minutes ÷ 60 minutes/hour = 16.67 hours

Jane spends approximately 16.67 hours per month managing appointment and billing communications. This centralization prevents confusion and improves patient satisfaction by providing a clear POC.

Common mistakes

• Not assigning a clear POC: Leads to confusion and missed communications. Prevent by explicitly naming and announcing the POC.

• Choosing someone without proper authority or knowledge: Causes delays and errors. Prevent by selecting the right person with adequate training and access.

• Failing to update contact details: Results in lost messages. Prevent by regularly verifying and sharing current information.

• Ignoring clients’ preferred communication methods: May frustrate customers who prefer texting or WhatsApp over email. Prevent by offering multiple contact options and using tools like a WhatsApp and SMS CRM.

• Overloading one person without support: Leads to burnout and slow responses. Prevent by monitoring workload and delegating tasks when needed.

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Frequently asked questions

What is the difference between point of contact and contact info? A point of contact is the designated person responsible for communication, while contact info includes the phone number, email, or messaging details used to reach them. The POC ensures accountability; contact info is how you connect.

How do I choose the best contact method for my point of contact? Consider your clients’ preferences and the urgency of communication. Phone calls work well for urgent issues, emails for detailed information, and WhatsApp or SMS for quick updates. Using a WhatsApp and SMS CRM can help manage these channels efficiently.

Can a point of contact change over time? Yes. As your business grows or roles shift, update the POC accordingly. Inform all stakeholders promptly to avoid confusion.

Why is having a single point of contact important for sales teams? It streamlines communication, avoids duplicated efforts, and helps track leads and follow-ups. A CRM with a built-in CRM dialer can support sales teams in managing POCs and communications effectively.

What if multiple people handle different aspects of communication? Assign separate points of contact for each area, such as sales, support, and billing. Ensure clients know whom to reach for each issue.

Key takeaways

• A point of contact is a single person responsible for communication on a specific topic.
• Assign and communicate the POC clearly to prevent confusion and delays.
• Use multiple contact methods and keep contact details updated.
• Monitor workload to avoid overburdening your POC.
• Tools like a WhatsApp and SMS CRM or a built-in CRM dialer can help manage communications efficiently.

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