Since this week draws to a close a little earlier than usual, we'll enjoy two posts today!
First up, we'll discuss the importance of on-hold messaging / on-hold marketing for your company telephone system.
What do your customers hear when they come through your Interactive Voice Response (IVR) or when they are transferred to a different department?
If the answer is silence, nothing at all, or passive "elevator" music, we need to assess how effectively you are marketing to and supporting your customers while they wait in queue to speak with a real person.
The opportunity to reach out to your customers is now!
They are a captive audience, and are eager to hear what you can do for them. While they are waiting, which for some business could be upwards of 10 minutes or longer, you need to keep their interest, keep them happy, and most importantly, retain their call to avoid losing them and their confidence before you can even meet their needs.
By making good use of your on-hold messaging, you will be able to:
- keep your callers interested
- increase satisfaction levels regarding their experience with your company
- introduce new products or services for potential cross sells
- provide additional information about your company in a friendly manner
- instill trust and assurance that you'll be with them shortly
- retain your callers while on-hold
- save money by retaining the caller, eliminating the need for them to call again
Here's a sample of a brief On-hold Script.
On-hold Messaging Script:
Courtesy Message:
Thank you for calling Extreme Sports Gear and Mountain Bikes. We're glad that you called and appreciate your business. In respect of your time, a customer service representative will take your call shortly so that you can get back to the great outdoors.
** Music in between messages for 30 seconds or so appropriate to your listening audience **
Marketing Message:
Are you at our website right now? If so, click on the "Special Offer" advertisement on our home page to take advantage of our Online Summer Sale! Anything listed on our website is 25% off if purchased online. Get in the groove of Summer early and save!
Depending on the average time that your customers are on-hold, your on-hold script length will vary.
For an average system where customers are on-hold for 1-3 minutes, it's wise to have at least 2 courtesy messages and 2 marketing messages, each message timing out to precisely 30 seconds (:30).
Music should play in between the messages for 30 seconds (:30) This will result in 2 minutes of voice-over and 2 minutes of uninterrupted music play, giving you total of 4 minutes of on-hold messaging.
For systems supporting callers on-hold longer than 4-5 minutes at a time, make sure that your material is kept fresh for your audience, with at least 4 different courtesy messages and 4 different marketing messages.
To accompany the voice-over, music is often used as a secondary track in a voice-over recording. Music can vary throughout or remain true to a theme.
Music should reflect your business and your customer base. If you're servicing an extreme sports crowd, the music might reflect that culture and encompass a touch of rock, soft punk, or alternative music genres.
Still looking for the perfect voice?
Best regards,
David
