Acquiring new customers is expensive, which is the reason why keeping the ones you already have is so important. Customer retention boosts the profitability of your business in several ways. You can save money on marketing increase repeat purchases, and have customers who positively talk about you. Businesses have the tendency to forget that there is a lot to be done when it comes to customer relationships. It involves more than simply picking up the phone.
You have to create a smooth process from beginning to end. What people have to listen to before getting through to an agent is highly important. Not using some sort of music is a big mistake. Customers will put down the phone and never ring again. If you want to increase the chances of a successful call outcome, consider playing recorded music to fill the silence. If your business call flow is based on business to customer communications, on hold music is the best idea.
The history of being on hold
In 1962, Alfred Levy filled a patent for a telephone hold program system. The inventor discovered that there was an issue with the phone lines at his plants. To more precise, a loose wire came in contact with the metal girder on the building, which transformed the building into an immense receiver. Audio signals from the nearby radio station would be transmitted through the loose wire and be heard the moment that calls were put on hold. Since Levy has several incoming calls a day, he used this to keep the caller occupied while the needs of another one were addressed.
At present, hearing music or informational messages while you are on hold is quite commonplace. In the old days, it was something out of the ordinary. Alfred Levy was granted a patent in 1966. By the mid-1980s, the technique was developed to include messages as well. Companies like American Telephone Tapes capitalized on this idea, using announcers with a trustworthy, engaging voice. People loved it. A tune is better than silence. Hold on music was crucial for business, allowing companies to strengthen customer relationships and maximize customer retention. Now, entrepreneurs take this technology for granted.
The many reasons of playing recorded music to fill the silence
What are you supposed to do about the prolonged silence the customer has to endure during call transfer? If you take a close look at what customers prefer, you will discover they are unwilling to tolerate the silent treatment. Putting customers on hold is not a good idea, but there are time when you do not have a choice. Make the experience as trouble-free as possible by explaining the reason why you are putting them on hold, promising to return right away, and see if you can program some music to play. Music on hold is the ideal solution. This allows music to be played for all calls when the caller is on hold. Customers are the most important assets of your business, so ensure their wait is as pleasant as possible. Here are a few reasons why you should use music to break the interminable silence.
1. Making customers feel like they have not been waiting for a long time
The caller might become upset if they perceive the wait time to be too long. The perceived wait time is usually longer than the actual wait time. Even if they have been on hold for a couple of minutes, customers feel this time is longer than it actually is. People do not like to wait, so offer your customers the option of listening to music. This will occupy their time while they are sitting on the phone, waiting to be served. Hold music has a positive impact on the perceived wait times. The cognitive mechanisms of this impact have not been thoroughly assessed, although there are many studies showing how music affects time perception.
2. Eliminating customer anxiety
Operators are required to deal with a large number of customers, most of which are uncertain about the outcome. Anxious customers often feel dissatisfied with the decisions made, this in turn reduces the trust in the product or service provider. If a customer is upset, they will most surely hang up the phone. On hold music offers numerous psychological benefits to customers. Callers who listen to music get an emotional boost. Music can dramatically decrease anxiety levels, so you do not have to worry that customers will experience any kind of discomfort. Use tunes that are suitable for the majority of your customers. Build a professional company image by providing customers great music.
Picking out the best on hold music
When you come to the conclusion that it is necessary to customize your phone systems with an automated on hold program, you will see there are numerous options. The reis nothing more important than choosing the right background music. Great music, paired with great content, will create an outstanding customer experience, enabling you to make the most of your marketing. These are the considerations you need to make:
· Pop vs. classical music
The younger audience may want contemporary pop music. This kind of music creates a sense of familiarity. Individuals are more likely to resonate with a song they have hear before. Look for tracks with lyrics centered around the idea of helping. The customers will not feel emotionally exhausted after listening to the tunes. Pay attention to the fact that not all songs are royalty free. They may come with licensing fees. Sometimes, it is a good idea to choose music that is against the taste of callers, like classical music. According to The Telegraph, Mozart is best for calls that are put on hold, having a particular resonance for the people of the 21st century. Symphony No 40 is what you need. Your customers will become smarter via the Mozart effect.
· Simple vs. complex music
Choosing music for your business phone can be simple. And the music can be simple too. Simple tunes do not require too much attention, so it might not change their perception of time. However, it may be what some customers prefer. Complex music, on the other hand, stands out and engages the thinking processes. It works, keeping customers in line. Complex music is anything that challenges callers.
It is important to check compatibility and playback capabilities in terms of phones systems when getting music on hold. You will find that working with compressed WAV files and with low bitrate is incredibly effective.
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