First, let’s take a look at what is a brand experience? A brand experience is a brand’s action perceived by a person. Every interaction between an individual and a tangible or intangible brand artefact can be seen as a brand experience. Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity. Now equally important, let’s talk about customer touch points as they factor into the overall success or failure of your brand experience to customers or consumers. A touch point is a place or interface where a person experiences a brand. One of the most overlooked touch points and brand experiences is a your telephone.
For example, your business may have the most welcoming offices, an amazing website, and an incredibly inviting front door entrance, but if your prospective customer has a poor telephone experience, then the overall brand experience is tarnished. You need everything to be consistent for your customers to feel good about engaging with your brand, and that’s where audio branding with message on hold marketing comes in!
That’s right, how you sound on the telephone has a tremendous impact on how your brand experience is perceived at one of the most crucial customer touch points. Many businesses overlook this important aspect of their business. Were you aware that 25% of callers surveyed actually make a purchase based on an offer they hear while on hold (survey by Maxi-Marketing)? Callers who hear information while on hold will stay on the line up to three times longer than when they are listening to silence. Voice Response Magazine even found that 60% of callers placed on hold with silence for longer than 40 seconds hang up. 34% of those callers will not call back. So, what does your telephone brand experience say about you?
On hold marketing is all about the kind of experience you deliver to your customers with each and every interaction. The more compelling the experience, the faster you will build brand loyalty. In fact, the experience you build becomes your brand in your customers’ minds. A phone call is often the first point of contact you have with a customer. It’s your first chance to make a lasting impression and convert that caller into a customer.
The right combination will make the experience unique to your brand and motivating for your customers. With message on hold marketing, there are a lot of audio branding strategies you can use to tell the message of your business. The key is to create something that’s memorable to the listener. After all, you want them to go out and spread the word about your great products and/or services!
You must think about the totality of your brand experience, and this includes your telephone on hold experience. Engage callers by giving your customers and prospects something compelling to listen to when you have to place them on hold. Companies are realizing that how they sound to customers is just as important as a great product, a catchy slogan or a likable facebook page. Without music on hold marketing, you won’t have a great brand experience, you just have another product.