Your Messages on hold Strategy is the most important part of what your callers hear on hold. If you skip this step, your messages will fail. If you’re thinking about hold messages for your business telephone system, there are a few factors you might want to think about.
Messages on hold are a marketing tool…a very targeted form of advertising…that have a very specialized job to do: We all know that business telephone callers are frequently asked to “please hold.” In fact, AT&T research shows that 69% of your telephone callers could be placed on hold, at least for a short time. Making your callers listen to music on hold, or nothing, makes this time boring and frustrating. And it’s a lost opportunity.
Messages on hold Strategy
Winning depends on having a great strategy. And that takes a little extra work. There are important questions you should ask, such as:
- Who are your callers? Existing customers? First time callers?
- What are your callers asking about?
- Where are they in the buying process, or the “customer journey”?
- What are your goals? What do you want to accomplish.
Some information is easy to offer with messages on hold, other information isn’t. For example, if many of your callers need information about your location and driving directions, use your hold recordings to direct them to a specific page on your website. The information is much easier to understand in written than in verbal form.
Action Plan: make a list of the questions that callers ask so you know what to include in your on hold script.
The Customer Journey
You’ve got to know your audience for your messages to be effective. Where are they in “the journey“? If most of your callers are loyal customers, you wouldn’t want to tell them all “about us.” But if they’re first time callers, telling them about “add-ons” and “repeat purchase” plans aren’t going to help you, or them.
Action Plan: Identify who your caller is. If you have two distinct groups, consider setting up two “queues” for your incoming calls, and created two different messages, one tailored to each group.
If you already have messages
If you already have messages playing, you’ve got a chance to judge if they work. How? Give your “telephone reps” a list of the products or services you’re promoting on hold. Ask them to keep track of how many people ask about them. A pharmacy might have messages about facemasks, pet medications, and flu shots. It’s easy to track how many callers ask about these services.
Action Plan: make a list of the messages in your hold script. Ask phone reps to keep track of the number of inquiries. If callers aren’t asking about what they hear, it’s probably the wrong offer.
Your on hold company can help you with more ideas to measure how well your on hold advertising is working, and suggest ways to maximize their effectiveness.
Do you have questions?
Action plan: If you have additional questions, call us, and we’ll help you, even if you’re working with someone else. Call us at (800) 862-8896. Or email us by clicking here.
