On-hold Messages: Your Marketing Testing Ground

You know that on-hold messages can support your integrated marketing efforts by sharing specials and informative tidbits with your customers while they’re waiting on the phone line. But have you thought about using these messages as a way to test new ideas and gain feedback on your marketing?

Any good marketer knows that just one word can make the difference between a flop and a success. Often, a new idea is tested using an A/B split; this is a classic method used in direct mail and often in websites as well. Basically, a word or picture is changed in each version, and the target market’s response is tested to see which option is more effective. You can apply this same technique with your customers on hold.

The trick to making this work is to have a way to define the viability of your messages. Attach an offer or call to action to whatever your message is. For instance, you could say “act now” vs. “this is a limited-time offer.” Then track which message the caller hears or tie a specific word to the offer. The first could suggest the caller mention the free offer when the customer service representative returns to the line, whereas the second could tell the caller to mention a specific name or code.

With your newfound knowledge, you can then expand your marketing efforts elsewhere—social media, website, print materials—knowing which is more effective. And you thought on-hold messages were just to fill dead air.

Get Fresh with Your Customers

In the world of dating, getting fresh may be followed by a quick slap to ward off unwanted affection. But when we’re talking about the messages you’re sending your customers, you MUST get—and stay—fresh to keep your audience engaged.

There’s a difference between having a consistent message and keeping it fresh; ideally, you should be doing both. For instance, when McDonald’s updated their slogan to “I’m lovin’ it,” they didn’t change their core message that they are a quick-service restaurant focused on burgers and fries. Their logo stayed the same. What they did was to update the approach to keep the message fresh and timely for their target audience.

No one wants to hear the exact same thing over and over. To put it simply, it’s boring. But you can say the same thing in many different ways to ensure that you’re sharing the point you want to share while keeping listeners engaged. One place to do this is in your on-hold messages. Your rotation may be monthly or quarterly, but be sure to update the message to keep it fresh. Try adding in a different call to action, such as asking callers to like your Facebook page, or ask for their feedback on a new idea you’re considering.

Just remember that there’s a fine line between keeping things fresh and confusing your customers. If the message changes too often or hits too far from the familiar, you’re likely to lose people. Vary slightly instead of changing everything overnight and you’ll likely find that customers are eager to hear more about your company, products, and services.