Tips on how to use on-hold marketing effectively - Fidelity Group Ltd

Tips on how to use in-hold marketing effectively

All too often, companies underestimate the power of their telephone system.

On average, 20% of a caller’s time on the phone will be spent on hold or in a queue, and it’s clear that the last thing you want to do is waste that valuable customer interaction with silence or dreaded clichés.

We believe that in-queue and on-hold audio is about much more than just making a good impression. When used well, it can be an incredibly effective marketing tool that can add significant benefits such as improving business efficiency and enabling greater visibility of your products and services.

Ensuring maximum impact

So how do you use on-hold time more effectively? What’s going to add the greatest benefit to your business and your customers?

First of all, review what you’ve currently got in place. Does your voice artist accurately represent your brand? Do the tone and language match other customer contact points? If your website uses a lot of modern terminologies and conversational language, does your on-hold audio match? All these things should be consistent, so when a customer decides to pick up the phone, they immediately recognise who you are as a business.

Next, you need to decide what you want to achieve. In-queue and on-hold audio provides the perfect opportunity to boost sales, provide additional info, and build your brand! You have a captive audience, and while they might switch off or do something else while they’re waiting, they’ll undoubtedly be listening for their call to be picked up. And if you create an engaging experience, they’ll be sure to listen more closely.

So put your biggest offers at the start, when your callers are most keen. But be careful; the way you word your messages plays a huge part in their success. Too pushy, and you’ll lose your caller – not enough benefit, and their interest is lost. The right script can build your brand, which is why [solution name] already has 10,000+ professionally scripted messages that can be filtered by industry and message type and then implemented instantly.

Finally, put yourself in your callers’ shoes – listen to your on-hold experience and make sure it’s relevant and helps improve a caller’s experience.

Fidelity Studio is an intuitive new service that allows you to order prompts for IVR menus, music and marketing messages to play callers while in a queue or on hold. It’s configured by you using a simple-to-use web portal.  

Watch this short video to learn how our service can help you: https://youtu.be/HaNTgCSpUxg

For more information, don’t hesitate to contact us directly on 0800 124 4504 and Marketing@fidelity-group.co.uk