Today’s guest blogger Jen Wiss-Carline from marketing agency Angel Digital looks at why recorded information is a better option for callers on hold than silence, beeping or music alone.
When callers ring in but your team is tied up on other calls, what do they hear? For many businesses, the answer will be a ringing tone – but is this really what callers want?
First, a ringing tone or beeping gives your caller the perception that the waiting time was actually longer than the reality.
Playing them your favorite track might help kill the boredom, but if they don’t share the same taste in music as you, you could easily just annoy them. Keep in mind also that often this type of music can sound gritty and distorted over the phone.
This only leaves you with one realistic option – information on hold – of which I am a huge advocate. If you’re not personally a fan of hearing messages while you’re on hold, consider these compelling stats:
These are certainly impressive figures and build a strong case for playing messages to your customers while they are on hold. Of course, you can also add a background track to your message, making it more interesting – but keep it neutral, not everyone shares the same taste as you!
I recommend that you try to keep your messages useful and informative. Your callers really don’t want to listen to how wonderful YOU are – all they care about is how your service can benefit THEM. Update your customers with details of special offers or new products that may be of interest to them, highlighting the features they might benefit from. Of course, this is the type of information that can change every month or two and an information on hold package that allows updates is ideal for this purpose.
If you get a large volume of calls asking the same questions or wanting to carry out tasks that can be done on your website, this would also be an excellent opportunity to present relevant information on hold. Pointing them to the correct part of your website saves their time, and yours.
Finally, remember that effective marketing is about building a relationship with your customer, not dissimilar to a friendship. Ask yourself, would you tell this information to one of your close friends in a social context? How would you present it to them? How would they react to your message? This is a really good rule of thumb to help you decide if your information on hold is something your customer would actually want to listen to, and something that will help strengthen the relationship you have with them.