It’s an awful thought, but in an article written for the Harvard Business Review by strategy expert Christopher Meyer, the question is raised. He asks ‘
And Chris Meyer answers his own question saying, ‘Your Company’s behavior would change drastically-and for the better.’ You’d probably begin by trying to establish the time when customer impatience sets in, and look for ways to minimize the wait. But ‘when you couldn’t reduce the wait any more, you’d try to add value to the experience.’
In truth, customers aren’t likely to assess charges for non-value time spent waiting on-hold but they can show their impatience with long wait times and dull and meaningless messages by taking their business elsewhere. So how can you stop wasting your customer’s time? Meyer says we need to ‘Focus on finding those ‘points of impatience’ when a little bit of a customer’s time wasted causes disproportionate irritation.
And that’s when added value remedies should enter the picture. They should take the form of messages that offer unexpected benefits for the caller. They can emphasize an existing offer that customers have shown a liking for, something free always gets a callers attention, or as Christopher Meyer suggests, it might be something a little more light-hearted, but attention getting, ‘Marriott’ pioneered this idea with its ‘on time or it’s on us’ program to improve its customer service. Marriott guaranteed that breakfast would arrive within 15 minutes of the order or the customer would not be charged. In addition to pleasing customers, this program improved service; it forced discipline on hotel managers whose P&Ls would suffer if they had to foot the bill for all those eggs.’
You get the idea, fun but effective!
Bottom line, you and your on-hold message script writers need to put your heads together to come up with some new and fresh ideas for marketing messages that inform, educate and please your callers. We invite you to bring your ideas to us and Impact On-Hold will add the voices, music and collaboration needed to make your value added picture complete.