- Written by Scott Greggory
How would you define a great caller experience?
A company called Clutch wanted answers to that question, so they conducted a survey of 501 people who had called a single business more than three times within the previous six months.
• 80% of those surveyed believe the key to a positive telephone interaction with a company is an “efficient resolution to their issue.”
• 75% primarily want to speak with knowledgeable employees.
• 65% rank clear communication as their top priority.
The survey also revealed that people have an expectation of quicker service when calling than when using other communication channels. For instance, 42% expect a response within one hour after reaching out to a company through social media. But, on the phone, the average person will wait just two minutes for a response before hanging up.
Provide Answers - Since delivering quick solutions is important to 8 out of 10 callers, we can use your On Hold Marketing content to answer the questions your callers ask often. Do most of your inbound callers request the service department? If so, what types of problems are they talking about with your service staff? Showing callers that you care about their specific concerns will likely encourage them to wait on the line longer.
Prove Your Knowledge - Reinforce for callers that your team members know their stuff. Mention your certifications, industry honors, prestigious clients and other indicators of your expert status. Use their time on hold to build their confidence in your organization.
Say It Simply - The clear communication that's so important to callers begins with plain talk. Short sentences. Streamlined ideas. Most On Hold Marketing messages we write consist of one idea expressed in 45 words or less. (Details here.) That approach makes the content easier to hear and retain.
There's even more to a great caller experience, including concise, thoughtful call center announcements, and friendly, efficient customer service representatives. We can help in those areas, too. Give us a call.
- Written by Scott Greggory
There are five promises BusinessVoice Creative Consultants re-commit to each time they research and write your On Hold Marketing content.
1) We will uncover and present the truth about your company. We will not resort to hyperbole when writing about any aspect of your business because misrepresenting your brand can only lead to disappointed customers.
2) Whenever possible, we will provide proof of our claims so that your audience can trust what we’ve written on your behalf. That proof may be presented as statistics, survey results, testimonials or in other forms.
3) During our conversations and email exchanges, we will listen and look for story ideas. By telling compelling stories about your team, what you do and what you value, we’ll help you make memorable, emotional connections with your audience.
4) We will include specific calls to action in your copy whenever that information is available. A C.T.A. provides a clear path that your callers can follow to find more details or make a purchase.
5) We will strive to present information to your audience in new or unique ways, whether it’s through humor, innovative concepts, or other creative uses of language, music, sound effects and/or voiceover. Our goal is to turn your callers’ hold time into a valuable experience that elevates your brand.
- Written by Scott Greggory
Here's a tip to help you get even more value from your On Hold Marketing (OHM): send the final version of the script to your entire staff so they know what your callers on hold are hearing.
And everyone on your team who works with inbound callers should keep a copy of your current OHM script within easy reach.
If callers ask questions related to your On Hold Marketing, your phone staff:
1) Can provide answers quickly.
2) Won’t seem surprised by the questions.
3) Will be prepared to transfer callers to the appropriate department for more information.
They’ll also be able to respond correctly to questions about on hold coupons or other OHM-specific offers.
And, believe it or not, if you use our Humor On Hold™, your callers may occasionally ask to be put back on hold so they can hear all of your content. Check out these client comments.
"You know, we get people who ask us to put them back on hold." - Eric Smith / Binkelman Corporation (Watch video)
“We have people call who WANT to be put on hold!” - Chris Hamann / Lakeland Auto and Marine (Watch video)
"We have actually had a few callers ask to be placed back on hold just to hear the entire production." - Jake Skeens / Suncoast Communications
If your staff knows that’s a possibility, they can happily oblige your callers without asking “why?”
Finally, your On Hold Marketing content is likely making promises to your callers, whether they’re about specific products or a certain level of service that customers can expect. Be sure your staff is aware of those promises and prepared to deliver on them with every call. Sharing the On Hold Marketing script with your team and encouraging them to use it actively is one way to get that done.
- Written by Bob Seybold and Scott Greggory
The retail giant Target is removing its name from storefronts as part of a “reimagination” program that aims to “take the shopping experience to the next level.”
As part of the change, Target’s bullseye logo will be the only brand identifier on the exterior of the redesigned properties.
You might not be ready to take your name off the building just yet, but would you be willing to de-emphasize it in your messaging?
The concept is simple: talk less about you and more about your customers.
Some of our clients barely mention their name to callers on hold. Here’s an example. We still help them deliver lots of good information via their On Hold Marketing. It’s just that most of it has nothing to do with their brand or overtly selling products or services. The strategy is aimed at earning customer loyalty and trust, creating a valuable experience for callers by giving them “news they can use.”
This soft-sell approach relies on your processes and practices to make strong customer impressions, as well as your commitment to delivering information your customers want, as opposed to what you may want.
- Written by Scott Greggory
When crafting advertising or marketing content for your company, you may want to include as many details about your product as possible. That’s understandable.
But that approach won’t necessarily serve you best, because it doesn’t typically serve your audience best.
We call it our “Who Cares?” rule. It’s the concept of deleting content that’s not specifically aimed at your target. If your audience can’t act on the information or if it doesn’t help them make a buying decision, cut it or re-work it to address their interests or needs.
For example, you may be proud of your company’s latest achievement, but if you can’t present that news in a way that’s valuable to potential customers, who cares?
And that rule doesn’t just apply to the main ideas in your ad, radio spot or blog post; it applies to individual words, too. Aim to use fewer words that make a stronger impact.
How This Affects Your On Hold Marketing
Customers can’t make a purchase on hold like they can online. So, On Hold Marketing content is often used to generate interest in a subject and encourage callers to take the next step, whether it’s ordering a certain product or requesting more information. Since we never know how long each caller will be on hold, it’s important to present complete thoughts as quickly as possible. That means using concise copy that inspires callers to respond to specific calls to action.
Whenever you’re creating any type of marketing materials, keep the “Who Cares?” rule in mind to tightly focus your message on your audience and make it easier for them to absorb and retain.
- Written by Bob Seybold
Have you heard of the Pareto Principle? It’s better known as the 80/20 rule.
One version of it states that 80% of an outcome results from 20% of the effort invested. Another take: 80% of your company’s revenue comes from 20% of your customers.
We can also apply an 80/20 rule to On Hold Marketing: 80% of your content should be non-promotional in nature. We call it news you can use - information that’s not necessarily related directly to what you sell, but is relevant to your callers. (Listen to examples here and here.)
That 80% of your On Hold Marketing copy comes from putting your customers’ wants and needs first. By using this telephone touchpoint to prove that you have your callers’ best interests at heart, you can strengthen your relationships with them.
Promote your business with the other 20% of your messages, but make sure that content is still focused on your callers and their needs.
People will recognize genuine value in your On Hold Marketing and your other marketing channels. And when they see and hear it, they’ll have even more reason to do business with you.