When Frankie Valli and the Four Seasons sang “Let’s hang on to what we got”, they could have been teaching us a great lesson in customer retention. Getting customers isn’t usually the hard part; hanging on to them can be more challenging. Like the high notes in a Frankie Valli song. That’s where on hold marketing can help.
Using your on hold marketing message effectively can turn a caller into a customer and a customer into a fan. Let’s start with a basic premise of good business: provide a quality product at a fair price, back it up with excellent service, and customers will come back. Now, what is that “excellent service”? At it’s heart, it’s making that customer feel valued and appreciated, and assuring them that they will feel that way every time they deal with your company.
Think of your on hold marketing message as an around-the-clock customer service rep, telling your customers good things about your company and making them feel important while you’re away. Don’t lose out on that opportunity to make another good impression.
Your on hold message can’t manufacture your product or provide your service, but it can make your customer feel appreciated enough to “hang on to what they got”.
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