How do you make your telephone queue?

When a customer or prospect comes into contact with your brand, we talk about " touch points" . The telephone hold One of them is of course the phone, and not the least: the phone is the most used channel to contact customer services.

It is therefore essential to work correctly on your on-hold message and on-hold music to make this exchange pleasant and effective.

by | March 9, 2022

Photo of a woman on the phone
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Because this is where it all starts. Since the digital age, the number of customer-brand contact points has multiplied. And the telephone is still the most used channel for contacting customer services. And yet, it is a (very) dreaded moment for customers. For the simple reason that this communication tool is often, and has always been, neglected and underestimated by brands.

Between the endless waiting time and the annoying music, waiting on the phone can quickly become irritating for your caller and negatively impact your brand image. Remember that an unhappy and dissatisfied customer will talk about it around him, much more than if he is satisfied.

Customers' demands are being raised, and in the face of increased competition, they no longer hesitate to go elsewhere and talk about their dissatisfaction.

Dear reader, NEVER underestimate a consumer. He is armed to challenge brands with a formidable tool: digital.

Today more than ever, consumers talk to consumers. They have a decisive role in the development of your brand. Why? Because they are your best and worst enemies. Because they are your best and worst enemies. They have the power to make you visible and memorable, just as they have the power to boycott you in the worst way.

So don't hesitate to optimise your various contact pointsMake them as homogenous and pleasant as possible.
Let's go back to our initial customer journey. It most often starts on a search engine. And in this case, don't let your prospects be influenced by negative reviews that could be the cause of a bad experience on the phone. The circle is complete. Everything is connected and it all makes sense.

2 people pass the phone to each other

A little bonus: take advantage of this special moment between you and your customer to get a message across. The one that seems most appropriate to you: promotion, timetable, values, new products... We will come back to this point later in the article.
Now that we know why it is essential not to neglect the telephone queueNow that we know why it is essential not to neglect the message, let's look at what it really is.

The 3 components of telephone waiting

Pre-hook: automatic response to all calls, lasting a maximum of 20 seconds.

Waiting: Played on a loop, it "occupies" the time until a caller picks up.

The answering machine: In the same way as your personal answering machine, it is activated when the correspondent is unavailable.

Overall, the three components of a telephone hold are themselves made up of two essential elements: the message and the music. Let's take a look at them now.

The telephone on-hold message

The telephone on-hold message needs to be worked on.

In order for your communication to be coherent, I advise you not only to focus on the content of your message, but also to study the form. The "brand tone" (also called "brand voice") should be the same as the one you already use when you speak.

"The way you talk to them is more important than what you say.

So take the communication elements that you have carefully written down in your "brandbook": benevolent, relaxed, expert, a little provocative, accessible, etc.

Then, perhaps your brand already has a "signature" voice? That is, a voice that you use in each of your communications (radio spots, videos, etc.). Then it will be necessary to use the same voice so that the caller identifies directly with you.

Now let's look at the content. As I said earlier, you must take advantage of this moment of waiting on the phone to get a message across so that the wait does not seem too long. This message can be of several kinds: sharing an offer, announcing new developments in the company, talking about important information about you, communicating your values, your promises, etc. Be careful: too much information kills information. Do not overload your message. It must be clear, precise and synthetic. In short, express what you think is most relevant at the time.

Last but not least, renew your messages regularly. On average every three months, depending of course on the nature of the calls and whether they are regular or not.

Music on hold

Just like a first date, banish silence. It is badly perceived and often unpleasant for the other person. Know that music will be your best ally to fill it.

But ultimately its role does not end there. Indeed, music has the ability to create support, preference and connect with people. And subconsciously, customers are captured by your sound communication.

70% of consumers find that music improves a company's brand image.

I invite you to choose the music on hold carefully so that it is best suited to your strategy.

But, because there is a but, do you think that is enough to make you memorable? Well, the answer is no. Not surprisingly. And I'll tell you why right now.

Tailor-made telephone waiting

Being heard is good, but being memorable through sound marketing is better. Having a sound identityis to meet several challenges for your brand: to be identified, remembered and consistent.

Let's call on your memories. Remember the many reasons why you spent time and energy to come up with a graphic design worthy of the name.

If it is done well, you achieve two things: visual consistency and a design that is appropriate to your brand strategy. And this in all your communication content. A sound charter is also very important, for the same reasons. Think of the SNCF, for example, which has perfectly understood the importance of a sound identity. Podcasts, voice assistants, on-hold calls, point of sale, ring tones, applications, radio, TV, web videos, are all media that need to be visually and musically consistent. It must be personalised in the same way that your graphic logo does not resemble any other.

The sound identity will allow you to fully embody your brand to invite the consumer into your universe, and seduce him.

Several sound marketing agencies are now specialised in the creation of sound identities. They are perfectly calibrated to make you memorable at all your touch points.

Photo Lou Panchione

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