How professional do you think it is when a business' phone line is the owner's cell phone and they never answer it? I've had that happen to me a lot as the contractor or employee. I find that even without a caller id number, they never answered and let the call got to voicemail. Now, If I were a customer I wouldn't want to be leaving messages on people's cell phones but would expect to have someone answer. I just don't think that shouts great customer service. I can understand when you just can't pick it up but how often is too often to let that happen?
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