Placing a call “on hold” may seem like a harmless, routine business practice, but let’s face it: no one likes to wait.
In fact, according to statistics, we really hate it!
“After an average of 1 minute and 55 seconds of hold time most callers hang up annoyed – 34% of those callers who hang up will not call back” (Small Business Chronicle).
So how does a company effectively handle a heavy call volume while mitigating that negative feeling associated with being placed on hold?
The key to reducing hang-ups and improving the caller experience is also one of the most cost-effective marketing tools around: an On-Hold Messaging Service.
But what are on-hold messages and how can they benefit your business?
On-Hold 101
On-hold messages are professionally produced voiceover recordings mixed with music that play over your telephone system to callers waiting on hold. Think radio commercial but targeted specifically to people calling your business.
Typically, you’ll find on-hold messages include information like:
- Hours of operation, location, alternate contact methods, and personnel
- Products and services offered
- Special promotions and events
- Advanced notice of information that may be required of the caller
It’s the perfect opportunity to inform callers on any changes to name, location, services or personnel. Updating your message regularly also means that repeat callers will find something fresh and new, even if all you’ve changed is the voice or background music.
Not only are they a much better alternative to silence (hello? are you still there?), they’re also a much wiser choice than simply playing a local radio station. Think about it; you have no control over the content, and you might just be advertising your competitors right to your callers!
Another bonus to using customized on-hold messages? They also reduce perceived wait time.
“Customers left on-hold without any background music felt that a 30-second on-hold call actually lasted 90 seconds. Furthermore, customers thought a 30-second on-hold call that used music-on-hold last only 15 seconds” (AT&T).
The Benefits
Beyond providing core information to your callers, on-hold messages give you an opportunity to express the unique personality of your business, as well as build brand recognition and reinforce current marketing campaigns.
Big box store looking to bolster sales? Your message can convey the latest promotions and advertise new products.
Funeral service provider? Your message can take a more compassionate approach through offering consolation, tips on bereavement, and a reassuring expression of experience from a professional voiceover.
Maybe you’re most focused on making a friendly impression? Your message can leave the status-quo behind by incorporating jokes, trivia, or fun facts. (You might even throw in a few quirky sound effects to make your customers giggle.)
Whether simple or distinctive, an on-hold message can benefit your business’s image and sales by promoting products, cross-selling services, improving your professionalism, as well as ensuring callers stay on the line longer.
Speak with a qualified on-hold messaging service provider today to make sure your customers are hearing something that really speaks to them.
