Earlier this year, Yahoo’s CEO, Marissa Mayer was caught on microphone before an earnings call admonishing her team about the quality of Yahoo’s on hold music. “You need to get good hold music” she was heard saying, “Can you make a note of that?”
Now, Yahoo is a pretty big company, so it’s easy to see how the issue of On Hold Messaging was ignored until ‘the boss’ got wind of it. But it does raise some important points about the importance of an often overlooked aspect of marketing.
Silence is not golden
On Hold Messaging and IVR recordings are often the first things your new customers or prospects will hear. And as Mayer clearly knows, every second counts. As with any interaction with a company or brand, the customer experience needs to be the best it can possibly be.
Placing callers on hold may not be ideal for your company, but it is inevitable. By putting the right practices in place, you can ensure your callers aren’t left frustrated. Setting up an On Hold Message or playing music can reduce the perceived wait time and make for a less painful exercise; but only if done correctly. A short snippet of music played on repeat will just agitate listeners, and bland, repetitive music will bore them and only infuriate them further.
Conversely, an entertaining, informative and targeted On Hold Message can support your brand and increase your revenue by promoting sales or specials, highlighting new products or services and reinforcing ad campaigns and branding.
An opportunity gone begging?
When a caller rings your business, you can be pretty sure he or she will be a current or soon-to-be customer/client. So why not target your On Hold Messaging to that? How many other chances do you get to communicate direct with someone actively seeking to conduct business with you?
The majority of your on hold audience is likely to have an interest in your on hold content. So be proactive, fun and engaging - your callers will thank you for it and you’ll be that much closer to achieving your marketing goals.
Lessons from the CEO of one of America’s biggest companies
If you are unsure about the importance of On Hold Messaging and IVR recordings, take a leaf out of Mayer’s book. Call your business from a potential customer or client’s perspective. Does this interaction assure you of professionalism and also communicate a message to you?
If you are looking for effective marketing from the ground up, call the M2 On Hold team on 1800 802 822 today.