Business 101: Customers want options! There’s a wealth of recent data citing the importance of preference on customer satisfaction. In a nutshell, customers expect companies to communicate with them on their preferred channel, be it in person, online, or on the phone or the various other ways in to days society.
The devil is in the details here, though. Studies (like this one from Amex) show that channel preference depends on the type of interaction. For example, for “simple” inquiries (like “what’s my bank balance?”) online self-serve and email are the preferred channel. However as the inquiry gets more complex, speaking with a live agent becomes the dominant channel choice.
Being where the customer is – wherever that may be – is the key to meeting customer expectations.
And when you cannot be with the customer in person you better have a great on-hold message. What will that do? It will help hold them on the line 135% longer on average because they will be listening to a real voice and learning things they might not have know about your company. Things they can buy, places they can go, testimonials, activities you are involve in they can relate to and connect with. Using your on hold message is now more relevant than ever as people expect more with they call. Having a good VOIP system that allows you to put messaging in various places in the phone tree is key to giving your customer those options they desire.
Your most effective marketing tool? Your On-Hold Message!
6 different ways people can get placed on hold when they call a company with helpful information?
- When you have an Auto Attendant that answers the phone then every call is essentially placed on hold 100% of the time before a live person picks up.
- When the person answering is too busy at the point of contact.
- When someone is transferred they will hear a transfer message and they are on-hold until the person picks up.
- When they are transferred to a department within the company
- When the person you are speaking with has to run and get information you are placed on hold again
- When you have an After hours message.
Placing people on hold is now more critical than ever for businesses with the rising competition for your customers time and money. Let your customers compensate you not your competition. The on-hold message helps to continue the call professionally and educationally as the customer progresses through your companies on hold experience. Many companies lose the customer at this point with silence, music or a dial tone. These are not the best use of the customers time or your resources.
Business 101: Customers want options!
Using the info line on the auto attendant is another area that customers can find options to help answer their question. By having key info on a dedicated prompt in the Auto Attendant will allow the customer to find out information quickly and they can even replay the info and take notes if needed.
When a company has a wide offering, their customers may not be familiar with all of the products and services that are available, often resulting in missed opportunities and lost sales. An effective way of significantly improving product awareness is to utilize an already captive audience; the caller. This way you can inform, educate and market to callers who are quite literally, all ears. It is by far the most direct advertising you can use. You can also use this valuable time to notify customers of any new promotions, encouraging customers to look at your company and products in ways they never would and enhancing your bottom line. Never underestimate the power of a Quality informative on hold experience!
Your most effective marketing tool? Your On-Hold Messaging to help service customers better and faster! So think about the impact your are having with each customer that calls into to hear who you are and want you have to offer….That is if you really want to increase your business.
Remember! Business 101: Customers want options! Options that help communicate better.