CRAFTING A THOUGHTFUL ON-HOLD MESSAGING STRATEGY CAN HELP YOU CREATE A SEAMLESS AND SATISFACTORY CUSTOMER EXPERIENCE, REINFORCE YOUR POSITIVE BRAND IMAGE AND MEET YOUR MARKETING GOALS
MEET YOUR GOALS WITH A STELLAR ON-HOLD MESSAGING SYSTEM
You may not think of your on-hold messaging system as a channel for audience engagement – but if you’re not captivating callers, you’re wasting the opportunity to connect. When a customer is on hold, you have their complete attention in your hands, and the opportunity to create a lasting impression.
However, the on-hold messaging systems of old are rife with poor quality music, canned programming, and ironic proclamations of caller appreciation – which does little to help reduce call abandonment rates. So don’t just cycle content which proclaims how much you care about your callers. Show them how much you care by adding value to their on-hold experience with engaging and informative on-hold messages.
Crafting a thoughtful on-hold messaging strategy can help you create a seamless and satisfactory customer experience, reinforce your positive brand image and meet your marketing goals. Below are the five marketing purposes that every on-hold messaging system should be designed to serve.
Many of your callers are seeking basic information, such as hours of operation, web address, and location information. Including these details in your on-hold messaging can help save your customers time and frustration – while freeing your customer service agents to handle calls which require more personalized attention.
Your on-hold system can help you relieve caller boredom and reduce perceived wait times, all while providing your customers with entertaining content that reflects their unique preferences. Why not create a custom mix of on-hold music designed to appeal to your specific audience? Besides – your customers would rather tap their feet to a catchy beat than with impatience while on hold.
On-hold messaging is a great way to relay your brand story and let your callers know what you’ve been up to. Think of it as a free press release – except every person who hears the story is already engaged with your brand. Tell them about your achievements, partnerships, and special awards or recognition – or let them know about upcoming events, engagements and special promotions.
Your on-hold messaging needn’t be a monologue – use your recorded content to strike up a conversation. Provide callers with exclusive, personalized content which includes a call to action – such as a code for a free download of your on-hold playlist, or a discount in exchange for a Tweet or post regarding their most recent brand experience.
FOCUS ON THE CUSTOMER
Any on-hold system can form a queue – but excellent on-hold messaging should be customer-focused. Offer callers with extensive waits the opportunity to connect via email, or to request an automatic call-back from your customer service agents – and in the meantime, tailor your recorded messages to meet your customers’ specific needs. Those waiting for technical support could hear helpful troubleshooting tips, while those waiting for customer service might be exposed to answers to frequently asked questions.
No one likes to wait – so any enhancement of your on-hold messaging experience will be noticed and appreciated by your callers. Whether upgrading your entire on-hold system or simply ensuring that your on-hold music is optimized for today’s technology, even minute improvements can go a long way.
When you get on-hold messaging right, the impact on customer satisfaction is immediate and lasting. Improve the on-hold experience, and you’ll save your callers time, effort, and loads of frustration – reinforcing their favorable impression of your brand, and proving you care about your callers.
For more information on how Mood Media can help you improve your on-hold messaging system, and create customized messaging which improves your caller experience – contact our experts, today.