Posts Tagged ‘on hold marketing’

Audio branding mistake

Oftentimes we get asked to help companies with their on-hold music or IVR systems. Typically our clients for these types of projects are just getting started or they’ve had a system but it wasn’t customized to their needs. Now they are looking to step up their game, which is good for everyone involved including the customer who calls on our clients.

What sometimes happens is that companies also forget that a voice is needed for these types of projects. This isn’t so much a problem because it’s easy enough to book a professional voice actor or actress to do the job (click the link to visit our friends at Voices.com). However, it seems that it never gets budgeted for or that it gets neglected in some way or another. This is where the problem lies.

Instead of procuring a professional voice over, companies will use someone internally to save costs. I guess the thinking goes, “since we have a couple hundred people on staff surely we can find someone with a nice voice”. In general, this approach never turns out well.

What ends up happening is one of two things and sometimes both. First, the recording will be of low quality, sometimes with audible clicks and pops in the audio. Along with this, the clarity of the speech gets mangled. The other issue with this method is that there is very little opportunity to build brand equity. In order to build an audio identity you need to make sure you use your sound consistently across all sorts of mediums (we’ll be talking about the mediums in an upcoming post). Time and again, we’ve found that this is not possible when you use the voice of an employee as they usually have other responsibilities.

One thing to remember is that your phone system is your first point of contact with customers – you need to present a professional image. After all, you wouldn’t show up to a client meeting in sweatpants, unless of course you’re a personal trainer.

So, make sure you take the time to invest in a professional voice actor for all of your business activities. It’ll save you money and headaches in the long run and will help you build a stronger brand that can withstand the test of time.

Continuing in the series why your on hold marketing sucks let talk about the second half, the technical problems.

Phone Technology

Up until recently phone lines have been designed to carry voice data. What this means is that when you speak into a phone only certain parts of the voice sound will get through. Through methods of compressing the sound high and low frequencies (sound waves) are cut off. So, when an on hold system plays music across a phone line part of the music will naturally be degraded.

The second issue is that phone technology still uses monophonic sound. This makes sense since we’re only listening with one ear. I personally don’t see this changing until we can dial and pick up a call all in our head. Monophonic isn’t so much of a problem but we expect more because our life is in stereo or 5.1 surround depending on who you talk too.

Solution
The solution to both of these problems is to know the limits of the system. When a composer creates music for an on hold system he or she must know the limits. That means no big bass sounds or high piccolo melodies. This idea also holds true for the audio engineer who is producing the music.

On Hold Technology

Technology everywhere is improving by the minute. Nowhere is this more true than in sound design.

One of the problems with on hold technology is that it followed my rule, you should design for the limitations of the system. It’s a safety feature in a way so that you don’t overload the capabilities of a phone. What this means is that most on hold technologies only allow you to place mp3 files on the line. Mp3 is a lower quality format because it compresses the audio, which has a similar effect to the issue I mentioned above.

Some newer systems allow you to play CDs on the phone line. This is a great step but can get many unsuspecting marketers in trouble. Primarily you’ll overwork the phone line and cause distortion, a nasty sound to say the least.

Solution
Again, the best way to solve these problems is to know what you can and can’t do. Mp3’s can be of high quality if produced correctly, but it will never stand beside full spectrum audio files. So, another part of this solution is to know that what you hear on the phone is not meant to be a movie going experience. However, using the proper techniques will get you one step closer.

I hope this series has been helpful in creating solutions to your on hold marketing problems. If you have any questions please place them in the comments below.

Waiting on hold

"Your call is important..."

For many people being put on hold is just a fact of life. Do we really need to suffer through mediocre music and poor quality sound? Well, the short answer is yes but I’d like to help you change that.

On average businesses spend 96% of their marketing budget on inducing calls while only 4% of their budget is spent on call center activities. With budget allocations like this is it any wonder why businesses aren’t seeing results from their on hold marketing?

Over the next two weeks I’m going to discuss with you why your on hold marketing is not reaching its potential and I’ll give you ideas on how you can improve.

Lets start by outlining what the main issues are:

  1. Customer service
  2. Poor technical standards

Customer Service

I’m not sure what the percentages would be but I can safely assume that one of the top priorities for companies is the service they provide to their customers. In fact, many businesses will state in their mission that they will provide excellent customer service. Here’s the problem we lie through our teeth, a lot. Think about the last time you called a company and received the message “We are experiencing higher than normal call volume…” This may be true but I find it highly unlikely when I call at 2am.

The other message we hear a lot is “Your call is important. Please hold.” If I am really important you’d be on the phone with me right now. No?

It’s not all bad but you should understand the economics here. To have an agent waiting for every call would put a serious strain on your organization. On hold systems make sense from cost perspective. They also make sense for three other reasons – reducing drop calls, improving mood of callers and increasing sales.

What I am suggesting to you is that you change your message not the medium.

Case in Point – WestJet

I want to point out a company that does this really well, WestJet. Now, it has been over a year since I’ve last had to call them but when I did they made light of the fact that you are on hold. They didn’t dance around it and neither should you. They used a time estimation for how long you would be waiting. Plus, WestJet also used the time as a opportunity to provide you with useful information.

The end result: I came out loving WestJet for being honest and providing excellent service. And look I’m spreading the word.

Okay, that should do it for today. Please check back next week for the second half where I’ll cover some of the technical problems. If you have any questions please share in the comments below.

Waiting on hold isn’t the greatest thing in the world. However, for many businesses it is a necessity to have an on hold marketing strategy. Not only does it make economic sense from a cost savings perspective, but recent data shows that 20% of callers make a purchase because of what they heard while on hold.

Here are a few tips on how to create an enjoyable experience for your clients and customers who are waiting for you:

1. Keep it Slow
Using slower tempo music reduces the perception of wait time. Studies have also shown that slower music helps to relax the mind and ease aggression.
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