Just playing background music and saying ‘thank you for holding,’ isn’t enough.
Shreveport, LA (PRWEB) January 11, 2013
Waiting is inevitable, but that doesn’t mean your customers enjoy it. A recent survey shows that 57 percent of business callers are placed on hold. If companies cannot eliminate that wait time, they should find ways to add value to it, advises the On Hold Company in a recently-published blog post.
The On Hold Company is one of the leading providers of custom on-hold music and messages in North America, serving over 13,000 clients. Over its 19-year history, the company has learned what sort of messages keep people engaged while they wait on hold.
“Just playing background music and saying ‘thank you for holding,’ isn’t enough,” says On Hold Company President Bryant Wilson. “You need to have a strategy that adds value to that wait time.”
Wilson’s company recommends three key steps to successful on-hold messages:
1. Be entertaining
2. Pay attention to the presentation
3. Don’t just sell
Wilson says that entertaining messages help reduce the callers’ sense of waiting.
“A number of studies have shown that people’s perception of time is shorter when they have something to keep them occupied,” Wilson says. “A good on-hold message does that.”
Second, how you present information has a big impact on whether callers will really listen to it. A few short paragraphs with lots of “oomph” can get the message across more effectively than a long, drawn-out script.
Finally, the Wilson advises against over-selling during your on-hold messages.
“You’ve got a captive audience, so it can be tempting to saturate them with product pitches,” says Wilson, “But you are better off including value statements that educate your callers.”
According to Wilson, data shows that callers who hear on-hold music stay on the line for an average of 30 seconds longer than callers who experience silence during their wait. Callers who hear on-hold messages stay on the line for up to 3 minutes longer.
“That means fewer callers are dropping out,” says Wilson, “And it means happier customers.”
Readers can follow the On Hold Company blog at http://www.onholdcompany.com/blog.
About On Hold Company
On Hold Company (http://www.onholdcompany.com) is a leading provider of custom telephone on-hold music and messages. The company has been in business since 1994 and provides on-hold marketing for more than 13,000 clients across North America. On Hold Company also provides digital signage solutions, telephone voice prompts and overhead music and messaging services.