On hold marketing’s primary role is to keep your customer on the line until someone in your company can speak to him or her. But wouldn’t it be great if you could build customer loyalty at the same time?
I recently read Guy Kawasaki’s book “Enchantment: The Art of Changing Hearts, Minds, and Actions.” It’s a terrific book with great insights for capturing customers’ attention. That enchantment should include your on-hold marketing.
Why is enchantment so important? Because, as Kawasaki puts it, enchantment “transforms situations and relationships. It converts hostility into civility. It changes cynics and skeptics into believers.”
That’s what every business, non-profit and movement needs, is more believers. If you see customers as nothing more than a transaction, then you can’t blame them when they go down the street to the guy with the lower price. But if they believe in you, it takes a lot to shake them.
Let’s face it, no one likes to be put on hold. An enchanting on-hold marketing message is the best tool to use to keep them on the line. What does it take to be enchanting on hold? The same things it takes to be enchanting in person.
Sincerity: This can be especially important with on hold marketing, where the message is the only insight a caller has into your business. When someone calls an investment banker, they expect it to sound different than when someone calls the guy who makes custom surfboards. If you try to convey one image to callers on hold but present a different image in person, you will break any trust you have with them. That’s no way to enchant.
Creativity: This is an obvious way to inspire callers. Who hasn’t been enchanted by a great story told in a unique way? Our creative team is set to craft custom on-hold marketing messages that will make you stand out from your competition.
Variety: You know that friend who starts off with the same joke every time you see him? Not very enchanting, is he. Updating your on-hold marketing message keeps callers on their toes every time you push the hold button. And it gives you the opportunity to always put your best foot forward.
The foundation of enchantment is both mutual respect and mutual benefit. That’s a rare and welcome combination these days. But if you succeed at enchantment, on hold and everywhere else, you will find your reward in growing ranks of loyal customers.