July 02, 2018

How to Use On-Hold Time Wisely

We keep hearing about how impatient people have become in light of our always-on lifestyle that allows for easy access to information and quick results. Yet studies indicate that Americans spent 13 hours a year on hold.

People don’t like that.

Their waiting discomfort is often magnified when they don’t know if they’re still connected. Yet many companies make callers wait in silence. And nobody likes to be left in the dark.

Of course, some companies use on-hold music. If the caller is not doing anything else, music can be ok. But the chances that the caller likes the music you’ve selected are slim. That is, unless you match your music to your brand. However, playing music can be disruptive for people like me who tend to put on-hold calls on speakerphone so they can do other things while they’re waiting.

Another option is to create customized messages for on-hold callers. Some on-hold systems can even recognize who’s calling and match up messages to specific callers based on their past buying history or other information. And that may cause callers to pay attention to these messages, become interested in purchasing additional offerings, and learn more about the organizations providing them.

So don’t waste the valuable time you have with callers – even if some of that time is spent in queue – by playing a boring old “your call is important to us” message.

Use that time to your – and your customers’ – advantage. After all, research indicates 88 percent of callers prefer messages on hold to other hold options. And on-hold messages provide your company with the opportunity to educate and potentially upsell on-hold callers. As they say, time is money.

Edited by Maurice Nagle

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