That’s 210 minutes of “airtime” in which your customers interact with your brand. Instead of playing classical piano music or a once-popular song from the 90’s, consider making the wait time more bearable for your customers. While setting up hold music, you could:
Personalize the customer’s experience
Instead of populating every helpline with the same message or music, you could craft an appropriate message for each one. For example, if you have one number for agent-assisted flight bookings, you could play a message about popular destinations and ongoing deals for the customers on hold. If you have another number for routing changes, your message could request the customer to be prepared with their order number and payment information. Alternatively, you could answer common FAQs during the wait. For example, “Is there an additional fee to change my flight tickets?”
Reward them for waiting
A sincere and empathetic “thank-you for waiting” greeting from an agent can mollify a number of irate customers. But, you could appease the customer before they reach your agent by offering a small discount or reward for waiting on the line. For instance, a travel agency could provide a $5 discount if the customer answers a short survey about favourite travel destinations or preferred hotels while waiting for the agent. Offer relevance and context are critical. If a reward applies to a niche audience, customers may feel bombarded with unnecessary ads. Similarly, customers waiting on the line for critical issues, such as refunds or payments, may not be receptive to advertisements from your business.
Entertain the customer
Some utilities providers and grocery brands employ a “no hard sells for customers in queue” approach. They opt to lighten the mood by playing unrelated how-to’s (“How to make a great Caesar salad!”) or comedic segments for their audience.