On-hold Messaging: A Valuable Marketing Strategy

By Author: Hannah.Hopkins
Total Articles: 10
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Whether a customer is calling to return a product or order concert tickets, no one likes being put on hold. Unfortunately, more often than not, this is unavoidable. Instead of viewing this in a negative light, consider an on-hold message as part of your marketing strategy. First things first, if you must place a customer on hold, you should always ask their permission first. There are many reasons a customer may not be able to hold the line; perhaps they are on their way to a meeting, or are on a quick break and don't have much time. Regardless, ask the customer permission, and if they say no, offer to call them back. Utility companies often employ this strategy—a recorded voice offers the customer an option to hold the line, or leave a message and receive a call back within a certain amount of time. Another general rule: If the caller chooses to hold the line, you must never leave the customer in silence. The customer wants to feel as if you considered every moment of their experience with you, and you took the time to care for them even when busy. An on-hold message provides an excellent chance to communicate to ...
... your customer. If you know why your customer is calling, then you will know what on-hold strategy to employ: If a customer will simply be calling in on a general line, your on-hold message is an opportunity to impart basic information, such as your physical address, hours of operation, and website address for example. Ideally, you can meet the customer's need quickly, as well as freeing the line for more complicated queries. Your on-hold message is a fantastic opportunity to brand your company. It's the perfect time to communicate your new slogan or unique selling proposition. Considering how many callers get placed on hold, the return on your investment compared to other forms of advertising is huge. Your company might have a line dedicated to addressing challenges. If a customer is calling to return a product or to complain about an order, you have a chance to diffuse a negative situation. A caring voice—assuring the customer that their satisfaction is important—can help alter a customer's attitude before a customer service representative comes on line. Finally, if a customer is calling to place an order, you can utilize your on-hold message to communicate any special offers they might want to consider. If you have a buy-one-get-one-free offer, or free shipping on orders over $50, now is the time to communicate it.
On-hold messaging is an effective addition to your marketing mix, and an essential part of your business phone systems. Austin based telecom company, Telco Data, offers the following statistics to support this claim: 82% of all callers will be placed "on hold" only 12% will remain if they hear silence 68% will remain if they hear messaging while "on hold" 20% will purchase additional products or services based on information heard while "on hold" On-hold messaging is an invaluable opportunity to communicate with your customers. Regardless of why your customer is reaching out, your message impacts the customer experience.