It's one thing to want to give your captive audience--your callers--helpful information with on hold messaging. It's quite another to abuse them with corporate platitudes only you care about. 'We are the only firm to... 'Our staff has 125 years of combined expertise...' 'Our mission is to provide the best...' Blah, blah, blah thinks your caller.
Why are these kinds of statements ineffective for music on hold (or really any marketing piece)? Two reasons: 1) Every other business makes the same vague claims, so the caller just tunes it out. 2) The caller is begging for you to tell them specifically how you'll solve their problem; they don't want to be forced to hear how great or smart or innovative or old or new or whatever you are.
It's not about you, man. It's about the caller.
When approaching your music on hold messaging script content, use 'you,' not 'we' statements and actions. That simple but distinctive switch in voice will force you to describe your products and services in a caller-focused writing style. 'You'll be on the road in no time with our hassle-free auto repair service. Out the door in one hour--guaranteed." This is different from "Our company is focused on providing excellent customer service." (Sound familiar?)
Many businesses find it hard to embrace this music on hold approach because higher ups love hearing how wonderful their company is. Fight this tendency for self-adulation and your on hold messaging will go from 'I hate being on hold' to 'hey, put me back on hold! I want to hear the rest of that!'
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