Waiting on hold isn't the greatest thing in the world. However, for many businesses it is a necessity to have an on hold marketing strategy. Not only does it make economic sense from a cost savings perspective, but recent data shows that 20% of callers make a purchase because of what they heard while on hold.
Creating a strong brand require consistency across all of your customer touchpoints. The majority of businesses forget that sound has a huge impact on how customers feel about you. Just think of the movie Jaws. How do you feel when the two note theme comes in. Scared, right?
As a business you can use these associations to your advantage. Only an expert composer can help you navigate the connections that sound has. Working with a composer or songwriter is simple as most of them are easy going people.
Here are a few tips on how to create an enjoyable experience for your clients and customers who are waiting for you:
1. Keep it Slow
Using slower tempo music reduces the perception of wait time. Studies have also shown that slower music helps to relax the mind and ease aggression. This will ensure that happy customers reach your customer server staff. By doing this you also increase the chance of getting business from that customer.
2. Use the Right Voice
It's important that you remember that your phone system is a key touchpoint for your business - you must keep it inline with your brand. By using a voice that is consistent with your brand you can also increase the power of other marketing initiatives because consistency builds trust.
3. Use the Right Music
You might think a voice is all you need for your phone message, but forgetting to use music is like having salad without the dressing - it's too dry.
When you put music on your phone system it is important to remember who your audience is. You also need to remember that telephone systems are optimized for voice and certain music just won't sound right. You also need to remember that choosing the wrong music can drive customers away. For example, if your customer base is typically a younger crowd playing classical music or jazz isn't a good idea.
Having a winning on-hold or IVR message system takes time and effort. It should be considered carefully since it is a reflection of your brand.
Jordan Stevens continues to inspire people with his music and help businesses achieve a strong brand. His music can be heard on the Internet, in short films and on
corporate phone systems. He is the Chief Noisemaker at CJSmusic and in his
spare time he loves to swim with the fishes in the sea.
If you'd like to learn how to create a brand that will
stand out and be heard, check out cjsmusic.ca. While you're there pick up our free guide 6 mistakes your brand is making and how to fix them.