June 16, 2014

Get Fresh with Your Callers

In the world of dating, getting fresh may be followed by a quick slap to ward off unwanted affection. But when we’re talking about the messages you’re sending your customers, you MUST get — and stay — fresh to keep your audience engaged.


There’s a difference between having a consistent message and keeping it fresh; ideally, you should be doing both. For instance, when McDonald’s updated their slogan to “I’m lovin’ it,” they didn’t change their core message that they are a quick-service restaurant focused on burgers and fries. Their logo stayed the same. What they did was to update the approach to keep the message fresh and timely for their target audience.


No one wants to hear the exact same thing over and over. To put it simply, it’s boring. But you can say the same thing in many different ways to ensure that you’re sharing the point you want to share while keeping listeners engaged. One place to do this is in your on-hold messages. Your rotation may be monthly or quarterly, but be sure to update the message to keep it fresh. Try adding in a different call to action, such as asking callers to like your Facebook page, or ask for their feedback on a new idea you’re considering.


Just remember that there’s a fine line between keeping things fresh and confusing your customers. If the message changes too often or hits too far from the familiar, you’re likely to lose people. Vary slightly instead of changing everything overnight and you’ll likely find that customers are eager to hear more about your company, products, and services.

June 4, 2014

Say What? Make Your On-Hold Messages Work Harder

On-hold messages are an integral part of your overall marketing campaign, but if you’re not sure what to say, it can be wholly ineffective. Where do you start? For some companies, it’s a little more obvious. A car dealership may share the newest cars they have or the ones they most need to get off the lot. But what if you’re not turning products quickly or don’t run regular schedules? Then it might be more challenging to make your on-hold messages work for your brand.


Think about what your callers ask you about … repeatedly. If you’re spending a lot of your time on the phone answering the same thing over and over, that gives you an idea of what you should be sharing with your callers through an on-hold message. Perhaps you’ll use the answers as a lead-in to the message system; that way, by the time you’re back on the phone, the customer can focus on bigger issues rather than those nagging little questions he had.


Once you start answering the questions customers have now, it’s likely that they’ll come up with new questions in the future. The good thing about that is that you’ll then have the opportunity to update and make your on-hold messages work even better! You don’t want frequent callers to get bored with your message while they’re on hold, so it’s a good idea to change the message at least every few months. Again, poll your front-line phone staff to see what repeated questions they’re receiving so you can add them to your rotation. And of course, if you have specials, be sure to mention them in your on-hold message; you’ll notice that callers will skip right over their initial questions and go right to the offer du jour.

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