Ok, so a small sliver of what we do includes monitoring contact form submissions on our clients’ websites. 


So, if a motorist chooses to communicate via email, we’re also notified and can alert the client in case they missed it. 


Not everyone opts for this, as most towing customers just pick up the phone and call. 


The clients who do utilize this service do so for a very good reason. 


Because sometimes those filled-out contact forms end up landing in the junk folder. 


This means if you’re not looking in your junk folder, you could be missing out. 


Anyway, the other day, one of these emails ended up in our junk folder, so we contacted the client and told them about it. 


Someone was in need of towing service and wanted to schedule it for the following day. They left their full name, phone number, and email address. 


Our client asked that we forward the message to their office email address. And we did. 


Two minutes later, we received an email from their office email address. 


An obvious mistake. 


What happened was they attempted to email the person who filled out the contact form but mistakenly replied to our email instead. 


Here’s the thing, though… 


Rather than calling the prospective customer or attempting to gather more information by email, they instructed the person to “call our office.” 


I know towing dispatchers get busy, and many prefer to use the phone over email or text. 


And sometimes, submitted contact forms aren’t fruitful. 


But phone call inquiries aren’t always money calls either.  


My point is, rather than making people jump through hoops, you prefer…just to do business with you…Make it convenient for them. 


If you have contact forms, offer chat or texting as options – make sure that the dispatcher who monitors these communication channels understands there may be specific reasons people want to communicate this way. 


There may be language barriers, hearing impairments, or other issues that compel them to choose these routes. 


Of course, you can suggest moving the conversation to the phone after you’ve made contact.  


As it would be a much easier way to get them the help they need. 


But, to avoid losing out on business, treat all forms of inquiry as if they are valuable prospective customers.  


Not only are your dispatchers responsible for obtaining and relaying clear and concise information to tow truck operators, but they’re also charged with getting motorists the help they need. 


If you need help communicating this to your people, under the Professional Standards section of our Policies and Procedures Manual, there’s a subject dedicated to Guidelines for Dispatchers.  


Get yours here. 



Don Archer