Recently one of our client’s called our customer support department, because their phone vendor had done some work on their telephone system, and apparently disconnected their message on hold player, and forgot to reconnect the player prior to him leaving their site. After a quick chat with our support department the client was up and running within minutes. While it’s no surprise that our support department assisted the client quickly, it was what happened next that was the big surprise!
While assisting the client, I had asked him to place me on hold so I could advise him of whether or not the volume level was ok. And – KABOOM! ... No, the phone system didn’t blow-up -- the message on hold program I heard that he was playing was a program we created & produced well let’s just say “many moons ago!” …How do I know this? -- The first thing I heard on the client’s on hold message was how they were proud to be celebrating their 15 year anniversary in 1990. Could this really be? The client has been playing the same message for more than 2 decades?
After bringing this to the client’s attention, he admittedly was embarrassed. I said, “Don't feel bad. There’s two ways to look at this. First, you certainly got your money’s worth (fortunately the client got a chuckle from that), and secondly, a lack of variety in marketing is a common dilemma for clients, but there is plenty you can and should communicate to your callers. The client emphatically agreed, so after explaining that when you combine our cost-effective MVP Plans (Message Value Program) with our easy-to-use online system Message Xpress -- updating message content is a snap! And so, the client agreed that keeping message content fresh, timely and releveant can help boost revenues, and is just a good business and marketing practice.
Here are four recommendations how to help spice up your on hold message content with some variety to keep your callers tuned in, sales flowing and some flavor to your marketing message:
1. News
Whether it's monthly, quarterly or bi-annual your company usually has some newsworthy information whether it’s exhibiting at a trade show, receiving an award or recognition, etc. include industry news or trends, advancements in your market, as well as helpful information such as useful tips, recommendations, testimonials, event information—and, yes, product offers and specials, too. Music on hold content should be weaving together not only what's new with your business but also what's new in your industry.
2. Holiday Greetings
Are you acknowledging your customer’s needs? You should be. How about holidays? Are you sending Thanksgiving greetings, Happy Holidays messages, and other seasonal celebration messages are one of the easiest ways to develop and deploy, some of the most cherished moments with customers and prospects. They're intimate, appreciative, and timely. Integrating them into your on hold recordings makes you or your brand more personable and more welcoming. -- and therefore thought of as a trusted friend rather than just another fish in the business pond.
3. Marketing Triggers
Marketing triggers are applicable across all stages of the customer lifecycle in terms of customer acquisition, retention and sales opportunities. These triggers have everything to do with precision marketing effectiveness, cross-sell and upsell effectiveness and customer profitability. They are a must have to be included in your message on hold script.
• Precision marketing effectiveness. To win the attention of customers who are inundated with marketing messages and offers and who suffer from what industry pundits commonly refer to as "marketing fatigue."
• Cross-sell and up-sell effectiveness. Often the direct result of precision marketing activities, companies are becoming increasingly adept at harnessing the power of customer analytics to sell additional products or services to existing customers. The key to success is relevancy and context. Cross-sell and up-sell effectiveness is largely a function of first gaining a sufficiently deep understanding of a customer's unmet wants, needs, situations and preferences.
• Customer profitability. Precision marketing and cross-sell effectiveness should ultimately translate into increased customer profitability, which is commonly defined as the difference between the revenues earned from, and the costs associated with, a customer relationship over a specific period of time. A customer becomes profitable when the value the company derives from that individual exceeds the costs associated with attracting, selling and servicing him or her.
4. Education, Information, and Entertainment
You probably know more useful, fun, and educational things than you realize—but do you share them? A weekly "hot tip" or "helpful hint" goes a long way toward "selling by way of serving," which is quickly replacing "selling by way of promotion." That kind of content marketing strategy also gives you yet another reason besides selling to keep in touch with callers using on hold marketing.
As they say variety's the spice of life....So above is a short list of the types of things to consider to add into the mix to spice things up, and have some variety when updating message content for new on hold messaging.