GET UPSTREAM OF THE PROBLEM
How many people on hold hear, “All of our operators are busy.” Or “We are experiencing high call volume.” And does the music help?
At least 40% of callers hang up before their call is answered. Not great for reputations or for building up customer loyalty.
One company decided to do something different: Myer, one of Australia’s biggest department stores.
When you call Myer, you get put on hold, just like everywhere else. And you hear the typical recording, “Thank you for your patience, your call is important to us.”
Then, something very different happens. The voice says:
“And here at Myer, it’s also important to families affected by domestic violence, as well.” That’s a stopper. Then the voice goes on to explain: “That’s because every second you wait, this hold music you’re listening to is generating a royalty that Myer donates directly to the Salvation Army.”
By holding, you are now making money for a charity.
So, holding isn’t quite as bad.
And people are in a much better mood when the call is answered.
Their rate for abandoned calls dropped to 5%. That’s getting upstream of the problem
Story taken from the book Creative Blindness by Dave Trott
David Cohn
david@epikuslead.com