Think of how you would feel calling a company for the very first time, but instead of getting the answers that you need, you are placed on hold without hearing anything on the other end of the line, just dead silence. Forgotten? Frustrated? Annoyed?
On-hold messages can improve the image of a business, which will result in more sales and ensure that callers will still be there when their calls can be answered. How you handle your callers plays a direct role in what they think about your business. Having an on-hold message that keeps callers engaged can show them that you, as a company, care about them and are dedicated to customer service.
If the customer is a first-time caller, make sure to leave a good first impression. Remember, you cannot make a second first impression, so your professional image is on the line when callers are placed on hold. An on-hold customer is a captive audience, so make sure to use this precious time to show them that your company values them. If you cannot attend to their needs right away, use the time to optimize your business marketing initiatives. You can also promote the latest product, announce any time-sensitive information, or let them know of any upcoming company events or trade shows.
You need to thrive in customer service in order to get ahead of competitors in this fast-paced business climate. According to a consumer report, 15-20% of callers that hear an on-hold message will do “something positive.” Customers who feel that the competitors are handling their callers more efficiently will feel disenchanted with your brand. The on-hold message is frequently the first “person” your callers will meet, and the call processing experience will directly impact how they will rate your customer service.
Evaluate how your on-hold message measures up with competitors and how callers would feel about it. With a customized on-hold program, you can ensure that the first meeting is handled smoothly and professionally, leaving them with a good first impression that will guarantee loyalty.
About the Author
Eric Lightman is CEO of The Original On Hold, Inc., which specializes in creating custom on-hold messages and music that allow you to boost revenue while clients wait.