In 1962, Alfred Levy discovered by accident that his customers were listening to music from a local radio station when he put them on hold because of a loose wire touching a steel girder.
Levy went on to apply for a patent for the Telephone Hold program System, the first program that gave customers something to listen to other than dead air when waiting for a live person.
Since that time, the on-hold message has evolved. While some companies continue to beg customers to “be patient” and then convince them that their “call is important to us,” savvy business owners are beginning to see how the on-hold message can actually enhance their business rather than drive away customers.
In short, business owners make the on-hold message one worth listening to. Read on to learn about the best practices for crafting an on-hold message.
On Hold Message Philosophy: Care About the Customer
You don’t want your customer to feel like you can’t answer the phone at all. Nothing would frustrate a needy customer more than calling repeatedly and not having anyone answer.
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Putting a customer on hold is the second-best practice of having a live person answering the call. Make your message one worth listening to.
1. Apologize
Begin with “I’m sorry” because you truly are. You do not want to lose business. And you, as a business owner most likely do not enjoy waiting, so you do not enjoy making your customer wait.
Practice clarity and specificity when you apologize. Use genuine language, and make this message the first thing the customer hears.
Generally speaking, customers prefer to either listen to a live person or to live chat. Live chatting means someone is attending their needs, and they can do other things even as they wait for that person to respond (like check their social media accounts).
2. Informative, Seasonal Message
Use the dead time on the phone to inform your customer, but keep your message fresh and timely. Consider seasonal messages such as winter safety tips or information on tax filing. Maybe you can remind a client to stay out of the sun or be drinking plenty of water in the current heatwave.
Informative, seasonal messages show your customer that you care about him or her.
3. Business Promotion
Use the on-hold message time as the opportunity to promote your business. Do not get obnoxious about this idea, but share details about your business that your customer may not know.
For example, if your business does any entrepreneurial work or benefactor work in the community, mention this. Maybe your company is sponsoring a 5K that benefits the local domestic abuse shelter. Say this in your message.
Use the time to market your company well and inform your client.
You could also mention and explain any of the deals your company has going on right now. Give your client a chance to learn about even more about your company.
4. Music
Music anchored the on-hold message nearly 60 years ago, and it still can work well to keep your customer on the hook. It’s only effective, however, if you know your customer.
If you’re in the Midwest, for example, you know that a good mix of country music may work for most of your customers. If you’re in an urban area and selling office equipment, your clients may not want to hear the same crooning.
5. Entertainment
Consider mixing information with entertainment. Try trivia questions that will keep your customer happy while on hold.
If you have a podcast, consider using a long clip of the podcast as your on-hold message. This will also give your client a better taste of your company overall, and you may end up with another regular listener.
6. Contact information
Use the on-hold time as the opportunity to briefly direct your customer to your website, your blog, or your storefront. Consider having the president or owner of your company make a special message to the on-hold customer, showing the personal side of your business.
7. Voice Quality Matters
Imagine if Bob Ross answered the phone when you called your local power company to let them know you don’t have service. The melodic voice would stop you in your tracks. Voices matter.
Voices like Ross’s bring back memories for many a listener that has the potential to calm an agitated state.
When you’re crafting your on-hold message, consider the voice of the person crafting it. If you have a silky smooth-voiced employee, train him to state the message.
You want a voice on the other end worth listening to, one that soothes the customer’s ears and doesn’t grate against them.
8. Be Genuine
Sincerity matters. Choose your words carefully, and do not just use the basic lame greeting you’ve heard for the past twenty years.
If you were talking to a valued friend or family member but needed them to wait, what would you say? You most likely wouldn’t say, “Please hold for our next available agent.”
Consider statements like “Bear with me while we finish helping you out” or “Give me a moment, and I can help you out.”
Even Google understands this with their cute little “whoops, that’s an error” message rather than the “error 404” or whatever other obscure number accompanies a cyber mistake. If you can sound like a person, your client has a higher chance of sticking with you.
Quality On Hold Messages Keep them On the Line
You value your customers. The last thing you want your customer to do is to leave because you’re taking a long time to help him or her. A quality, sincere on-hold message can keep your valued customer on the line so you can give him or her your very best service.
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