What Customers want? Relationships they can trust!
Though we live in a seemingly anonymous culture (where “self-service” is so prevalent), customers increasingly want a personalized experience when it matters most. For example, a study by Wells Fargo found that 60% of banking transactions are made by customers who still prefer to do business with a teller (prompting Wells Fargo to tie their various platforms – ATM, online and in-person – together, to create a seamless, personalized experience between channels). Customers want relationships (or, at least, a personalized experience).
Today, technologies like CRM allow businesses to extend relationships with customers to the call center. For example, agents can greet callers by name and have a complete history of their interactions with the company (purchases, transaction history, etc.), so those customers don’t have to repeat information every time they call.
This approach can also extend to proactively contacting customers, for example, sending electronic communication about relevant promotions, follow-up calls to ensure satisfaction, etc.
Fostering relationships with customers can significantly increase the likelihood of exceeding their expectations, turning them in to advocates of your brand.
Your on-hold message is a prime example of making it a personal contact. Hearing a voice vs music or silence is what the customer called in for. Ok it is not you when you have to place them on-hold but it is a voice that keeps them there with vital information. So when you get back it is not such a shock that you actually did not hang up on them.
What Customers want? Relationships they can trust!
Your most effective personalized marketing tool? Your Auto Attendant and On-Hold Messaging will personalize your company in ways your people can not. Having that voice there to talk to them help and inform them when you physically can not is priceless! Hearing your professional message will continue to help set the tone for the call and carry the customer to the next step of your customer service messaging. Your phone message system or VOIP message system are the most effective, most direct and least expensive phone marketing tools available – if you are using “on-hold” messaging. It’s pretty safe to say that targeting your company information to pre-qualified callers that are contacting you directly to do business will produce the best results for your marketing dollars. The customer spent their time to call in and do business so give them information that is relevant to their request.
Smart Companies understand how to create trusted relationships!
Having your customer learn targeted information about specific products you offer is only smart as the rule is 80 percent of your new business comes from your existing customer base. Your most valuable customer is the one calling you and is now a captive audience listening to what you have to say before they talk to a live person. the psychology behind this is powerful!
Your most effective marketing tool? Your On-Hold Message!
What are the different ways people get placed on hold when they call a company?
- 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 to establish your trusted relationship with the customer 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.
Your most effective marketing tool? Starts with your Auto Attendant and your On-Hold Messaging to help services 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.