“We never put a call on hold.” That’s what so many of our clients have told us, before finally figuring out (or admitting) that putting callers on hold happens at every business, every day.
Competition is tougher than ever. The economy is worse than any of us can remember. And customers are more demanding and less loyal than ever before. So just putting a call on hold can be either a potential problem, or an opportunity to start serving them better.
It’s all true. We know that we’re all scrambling to accomplish more than ever before. The word “multitasking” is less than a decade old, yet most of us can’t remember the luxury of just doing one thing at a time.
Everyone has a different explanation about how they don’t put a call on hold: We try not to. It’s against company policy to put your call on hold. We don’t get enough phone calls. We’re just a small company. We have enough staff. We can handle everything right from a computer screen. We’re a paperless office. We’d never put a call on hold.
They’re all good ideas. But successful businesses realize that there’s a difference between intentions and reality.
You will put a call on hold today.
Lots of them. AT&T Research shows that 69% of business calls are put on “hold”. And there’s more “research”
UK Research indicates that callers spend 60 million hours on hold each year, being forced to listen to songs by Enya and Celine Dion!
According “Office Team” you spend an average of 17 minutes on hold each day.
90% of callers holding in “silence” will hang up after just 40 seconds. 50% won’t call back.
The average business phone call spends almost 60 seconds on hold.
Putting a call on hold can be a problem.
Computerized Telephony magazine looked at the call on hold problem, and estimates that executives spend 10-20% Airline Reservations centers have experienced 20% or more increase in the time it takes for a reservations agent to answer a call in the past decade. Automated attendants eliminate the expense of a phone operator, but most automated phone systems can take up to a minute to find the right person for your caller. Tech support phone lines…well, you know how long it takes them to answer your call.
Better than just putting a call on hold
First, it’s important to train telephone representatives so they can answer questions and help you callers efficiently. Your caller will appreciate it. Start by educating your reps about your business, and about your customers needs. Try working with flexible scripts. Try role-playing. Consider hiring a professional: they can often make a huge difference in just a few hours of training. (Ask us, we know some good ones: contact us for more information) Then, remember, your rep will eventually put a call on hold. Consider: How can you make “hold time” less frustrating?
25% of callers “hold on” longer when getting helpful information according to AT&T
20% of callers buy more after hearing an offer on hold according to AT&T
The research shows that just doing a little to make hold time less annoying can do a lot to improve your customer service levels. Messages on hold that are specifically designed with your callers’ needs and problems in mind will start to help them in wasted hold time. Touch on your customer’s “hot buttons” and you’ll have an opportunity to increase awareness of how you can help them best, and immediately increase your callers interest in working with you. The strategy and the script you use for your hold messages are the key. To find out more about how it can help you, visit www.informermessages.com, before you put another call on hold!
How often do you put a call on hold? Want to do your own research? Call your company, and ask to speak with yourself. Let them put your call on hold. Listen to what your best prospects hear when they call you! Then think about how you can improve it.