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message on hold Uncategorized

The Sound of Satisfaction: How Smart On-Hold Design Transforms Customer Experience 

Turn those inevitable wait times into your secret weapon for customer engagement 

The Hidden Cost of Silence 

Picture this: A potential customer calls your business, gets placed on hold, and hears… nothing. Dead air. Within 30 seconds, their frustration peaks. By 60 seconds, they’re reconsidering their purchase. At 90 seconds, they hang up and call your competitor. 

This scenario plays out millions of times daily across every industry. Yet most businesses treat hold time as an unavoidable evil rather than an untapped opportunity. 

The reality? Strategic on-hold experiences don’t just prevent customer loss—they actively drive engagement, sales, and brand loyalty. 

Beyond Background Noise: The Psychology of Waiting 

Research reveals a counterintuitive truth: customers can tolerate longer wait times when they’re properly engaged. The key lies in understanding two psychological principles: 

Occupied time feels shorter than unoccupied time. Music and messaging create mental engagement that makes minutes feel like seconds. 

Uncertain waits feel longer than known waits. Clear messaging about wait times and next steps reduces anxiety and abandonment. 

This is why smart businesses view their on-hold experience as an extension of their customer journey—not an interruption of it. 

The Dynamic Duo: Music + Messaging 

Effective on-hold strategies combine two complementary elements: 

Music on Hold (MOH) 

Purpose: Sets emotional tone and prevents the anxiety of silence 

Impact: Reduces perceived wait time by up to 30% 

Brand benefit: Reinforces your company’s personality and values 

Custom Messaging on Hold 

Purpose: Educates, promotes, and guides customer actions 

Impact: Can increase upsell opportunities by 15-20% 

Brand benefit: Transforms wait time into productive engagement 

When synchronized properly, these elements create a seamless brand experience that customers actually appreciate. 

Industry-Specific Strategies That Work 

Different industries require different approaches based on caller demographics, expectations, and typical hold times: 

  • Healthcare: Building Trust During Vulnerability 

Demographics: Mixed ages, often anxious or concerned 

Music choice: Classical or soft instrumental (avoid lyrics that compete with important health messaging) 

Messaging focus: Appointment preparation tips / Insurance and billing information / Preventive care reminders / Portal and telehealth options 

Example script: “While you wait, remember that our patient portal allows you to view test results, request prescription refills, and message your care team 24/7. Visit [website] to create your account today.” 

  • Retail: Energizing the Shopping Experience 

Demographics: Varies by brand positioning and product category 

Music choice: Align with brand energy—upbeat pop for trendy brands, sophisticated jazz for luxury retailers 

Messaging focus: Current promotions and seasonal offers / New product highlights / Loyalty program benefits / Store hours and locations 

Example script: “Did you know loyalty members get early access to sales and earn points on every purchase? Ask your representative about joining today and save 15% on your current order.” 

  • Financial Services: Reinforcing Security and Competence 

Demographics: Security-conscious, value expertise 

Music choice: Classical or smooth jazz that conveys stability and professionalism 

Messaging focus: Security features and fraud protection / Digital banking tools and mobile app features / Financial education and planning resources / New account benefits 

Example script: “Your security is our priority. Our mobile app includes biometric login, real-time alerts, and the ability to instantly freeze your debit card if needed. Download it today from your app store.” 

  • Professional Services: Demonstrating Expertise 

Demographics: Business owners, decision-makers 

Music choice: Instrumental that’s professional but not stuffy 

Messaging focus: Industry insights and thought leadership / Service differentiators / Client success stories / Educational resources 

The Science of Musical Selection 

Music choice isn’t arbitrary—it’s strategic. Consider these psychological impacts: 

Tempo effects: 

60-80 BPM: Calming, reduces anxiety (ideal for healthcare, financial) 

80-120 BPM: Professional, maintains attention (perfect for business services) 

120+ BPM: Energetic, creates excitement (works for retail, entertainment) 

Genre psychology: 

Classical: Conveys sophistication, trust, and stability 

Jazz: Projects competence while remaining approachable 

Contemporary instrumental: Modern and professional without being distracting 

Soft pop: Accessible and friendly, appeals to broad demographics 

Pro tip: Avoid music with lyrics during important messaging—the brain struggles to process multiple verbal inputs simultaneously. 

Measuring Success: KPIs That Matter 

Track these metrics to optimize your on-hold strategy: 

Primary Metrics 

Call abandonment rate: Target <5% for calls under 2 minutes 

Average hold time perception vs. reality: Effective strategies create 20-30% positive perception gaps 

Customer satisfaction scores: Post-call surveys should show improvement 

Secondary Metrics 

 Message-driven actions: Track how many callers mention hold promotions or use suggested resources 

Upsell conversion: Monitor increases in service additions or product purchases 

Self-service adoption: Measure uptake of online tools promoted during hold time 

Advanced Analytics 

Hold time tolerance: How long customers wait before hanging up 

Repeat caller behavior: Do returning customers stay on hold longer? 

Peak time performance: How does hold experience vary during busy periods? 

Common Mistakes That Cost Customers 

Avoid these pitfalls that drive callers away: 

Volume inconsistencies: Music too loud, messages too soft, or jarring transitions between elements 

Outdated content: Promoting expired offers or referencing old business hours 

Generic messaging: Using industry templates instead of brand-specific content 

Poor audio quality: Compressed, distorted, or amateur-sounding recordings 

Repetitive loops: Short loops that repeat every 30-60 seconds become annoying quickly 

Competing audio elements: Playing energetic music under calming health messages creates cognitive dissonance 

Implementation Best Practices 

Phase 1: Foundation (Week 1-2) 

Audit current hold experience 

Define brand voice and musical direction 

Create core messaging library 

Implement basic music-on-hold system 

Phase 2: Optimization (Week 3-6) 

A/B test different music genres and messaging approaches 

Gather customer feedback through post-call surveys 

Analyze abandonment rates and hold time data 

Refine content based on performance metrics 

Phase 3: Advanced Strategy (Month 2+) 

Develop seasonal and promotional messaging campaigns 

Create caller segment-specific experiences 

Integrate with CRM for personalized content 

Establish regular content refresh schedule 

ROI: The Business Case for Better Hold Experiences 

Companies investing in strategic on-hold experiences typically see: 

15-25% reduction in call abandonment rates 

10-20% increase in customer satisfaction scores 

5-15% boost in upsell and cross-sell conversion 

20-30% improvement in perceived wait time satisfaction 

Measurable brand recall improvement in post-interaction surveys 

For a business handling 1,000 calls monthly with a 20% abandonment rate, reducing abandonment by just 10% retains 20 additional customers per month—potentially worth thousands in revenue. 

Getting Started: Your On-Hold Transformation 

Ready to transform your hold experience? Follow this prioritized action plan: 

Immediate Actions (This Week) 

Audit your current system: Call your own business from different numbers and document the experience 

Identify your core brand voice: How do you want customers to feel during hold time? 

List key messages: What should every caller know about your business? 

Short-term Goals (Next Month) 

Select appropriate music: Choose 3-4 tracks that match your brand personality 

Script core messages: Create 4-6 key messages about services, promotions, or resources 

Implement and test: Deploy new content and monitor initial performance 

Long-term Strategy (Next Quarter) 

Develop measurement systems: Track KPIs and establish performance baselines 

Create content calendar: Plan seasonal updates and promotional campaigns 

Optimize based on data: Refine approach based on customer feedback and performance metrics 

Conclusion: Design the Wait, Don’t Just Fill It 

Your hold experience is a brand touchpoint that reaches every single caller. It’s an opportunity to educate, engage, and even sell while customers wait for service. 

The question isn’t whether you can afford to invest in better on-hold experiences—it’s whether you can afford not to. Every moment of silence is a missed opportunity. Every poorly chosen song is a brand disconnect. Every generic message is a wasted chance to differentiate yourself. 

The best businesses don’t just manage hold time—they design it. They turn unavoidable waits into valuable brand experiences that customers remember for the right reasons. 

Start small, measure everything, and remember: silence might be golden in conversation, but in customer service, engagement is platinum. 

Ready to transform your hold experience?  Schedule a 15-minute consultation with one of our customer experience audio specialists to explore custom solutions for your industry. 

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Uncategorized

Going Global, Staying Relevant: Multilingual Messaging for Modern Growth 

In today’s interconnected world, businesses face a critical challenge: how to communicate effectively with an increasingly diverse global audience. The digital revolution has broken down geographical barriers, opening unprecedented opportunities for expansion—but only for those who can speak the language of their customers, both literally and figuratively. 

Multilingual messaging isn’t just a nice-to-have feature anymore; it’s becoming essential for businesses seeking sustainable growth in our global marketplace. Whether you’re a startup with international ambitions or an established company serving diverse local communities, your ability to communicate across language barriers directly impacts your bottom line. 

Why Multilingual Messaging Matters 

Expanding Market Reach 

The numbers speak for themselves: 72% of consumers are more likely to purchase products when information is presented in their native language [1]. Additionally, 65% of global consumers prefer reading content in their own language, even if the quality is lower than English content [2]. By expanding your messaging beyond a single language, you unlock access to markets that may have previously seemed inaccessible. 

Fostering Inclusivity 

Beyond market expansion, multilingual communication signals respect for cultural diversity. In multicultural societies like the United States, Canada, and many European countries, businesses that acknowledge linguistic differences demonstrate their commitment to inclusivity. This approach doesn’t just build goodwill—it creates loyal customers who feel valued and understood [3]. 

Building Trust Through Cultural Sensitivity 

Language is more than vocabulary and grammar; it’s a vehicle for cultural values and norms. When you adapt your messaging to account for linguistic nuances and cultural contexts, you demonstrate genuine respect for your audience. This cultural competence translates directly to trust—a cornerstone of lasting customer relationships [4]. 

Gaining Competitive Edge 

While many businesses still rely solely on English for their communications, those embracing multilingual strategies are positioning themselves ahead of the curve. A McKinsey report found that companies with more diverse approaches to customer communication consistently outperform their peers in market share and customer retention [5]. 

The Power of Digital Solutions 

The good news is that technological advances have made multilingual messaging more accessible and affordable than ever before. 

AI-Powered Translation Tools 

Modern translation technologies have evolved far beyond the clunky tools of the past. AI-powered solutions like DeepL and Google’s Neural Machine Translation provide increasingly sophisticated translations that capture not just the words but the intent behind them. While human oversight remains important for nuance, these tools offer excellent starting points for businesses looking to scale their multilingual presence. 

Multilingual Audio Solutions 

Companies like Holdcom provide specialized multilingual audio services for everything from phone systems to promotional content. Their Multilateral Solutions allow businesses to create professional audio content in dozens of languages, ensuring consistent brand voice across all customer touchpoints. This is particularly valuable for sectors like healthcare, where clear communication can be literally life-saving [7]. 

Visual Content Localization 

Video content with multilingual subtitles or voiceovers can dramatically increase engagement across language barriers. Platforms like Weglot and WPML enable automatic website translation while preserving design integrity and SEO value, making it easier than ever to maintain consistent brand experiences regardless of language [8]. 

Scalable Content Management 

Modern content management systems increasingly incorporate multilingual capabilities, allowing businesses to manage content across languages from a single dashboard. This centralization streamlines workflow and ensures messaging consistency while accommodating language-specific customizations [9]. 

Real-World Success Stories 

Ford Motor Company: Speaking the Language of Global Drivers 

Ford exemplifies commitment to multilingual communication, offering its website in an impressive 42 languages. This approach hasn’t just improved international sales—it has strengthened Ford’s global brand identity while maintaining local relevance. Their strategy goes beyond translation to include content specifically tailored to regional markets, addressing local concerns and preferences [10]. 

Ron Dorff: 70% Sales Increase Through Localization 

Luxury sportswear brand Ron Dorff demonstrates the concrete ROI of multilingual marketing. After implementing a comprehensive localization strategy across their digital platforms, they reported a 70% increase in international sales [11]. By ensuring customers could shop in their preferred language, Ron Dorff removed a significant barrier to purchase and expanded their global footprint. 

Google: Local Languages for Global Dominance 

Google’s approach to multilingual content goes beyond simple translation. The tech giant creates region-specific content that addresses local search behaviors, cultural references, and regional product variations. This commitment to linguistic diversity has been instrumental in securing Google’s dominant position in markets worldwide [12]. 

Tips for Implementing Multilingual Messaging 

Know Your Audience Deeply 

Effective multilingual communication requires more than word-for-word translation. Research your target markets thoroughly: 

Analyze demographic data through tools like Google Analytics 4 to identify language patterns among your current users [13] 

Conduct surveys or focus groups with native speakers to understand linguistic preferences 

Research regional dialects and colloquialisms that may impact how your message is received 

Consider cultural factors that influence communication styles and expectations 

Leverage the Right Technology 

Choose tools that match your specific multilingual needs: 

For website translation, consider platforms like Weglot or WPML that preserve SEO value [14] 

For customer service, implement multilingual chatbots or solutions like Zendesk’s multilingual support system [15] 

Use transcreation services rather than direct translation for marketing materials to preserve emotional impact 

Implement CMS solutions with robust multilingual capabilities to streamline content management 

Prioritize Quality Over Quantity 

It’s better to communicate excellently in fewer languages than poorly in many: 

Work with professional translators or native speakers for customer-facing content 

Avoid machine translation without human review, especially for marketing materials 

Ensure technical terms and industry jargon translate appropriately 

Consider cultural context beyond the words themselves—colors, images, and examples should all be culturally appropriate 

Test and Iterate Continuously 

Multilingual messaging is not a one-and-done effort: 

Implement A/B testing across languages to identify what resonates in each market 

Collect feedback from native speakers on your translated content 

Monitor engagement metrics by language to identify areas for improvement 

Create feedback loops with international teams or representatives to stay current with linguistic trends 

Start Strategically 

Begin your multilingual journey with clear priorities: 

Identify the most strategic languages based on market research and growth potential 

Start with your most essential content—product information, checkout processes, and support documentation 

Create a style guide for each language to ensure consistency across all content 

Build a glossary of brand-specific terms and their approved translations 

Conclusion 

In a world where borders are increasingly porous, language remains a powerful force that can either connect or divide us. For businesses with ambitions that transcend geographical limitations, multilingual messaging isn’t just a technical challenge—it’s a strategic imperative. 

By embracing linguistic diversity, companies don’t just translate words; they translate their values, their vision, and their commitment to serving diverse communities. The investment in multilingual communication pays dividends not just in expanded market reach but in deeper customer connections and enhanced brand reputation. 

As we move further into the digital age, the businesses that thrive will be those that recognize a fundamental truth: speaking the language of your customers is the most direct path to their hearts, minds, and ultimately, their loyalty. 

Sources 

  1. https://csa-research.com/Blogs/ArticleID/58 
  1. https://slator.com/why-language-matters-in-business/ 
  1. https://www.forbes.com/sites/forbeshumanresourcescouncil/2023/08/02/the-importance-of-language-and-inclusion-in-the-workplace/ 
  1. https://hbr.org/2017/05/what-so-many-people-dont-get-about-the-us-working-class 
  1. https://www.mckinsey.com/business-functions/organization/our-insights/delivering-through-diversity 
  1. https://deepL.com/ 
  1. https://www.holdcom.com/multilingual-audio/ 
  1. https://weglot.com/blog/seo-translation/ 
  1. https://www.contentful.com/blog/2022/09/21/how-to-handle-multilingual-content-in-cms/ 
  1. https://corporate.ford.com/ 
  1. https://www.shopify.com/blog/international-seo-localization 
  1. https://www.thinkwithgoogle.com/intl/en-apac/future-of-marketing/digital-transformation/multilingual-marketing-content/ 
  1. https://support.google.com/analytics/answer/1008015?hl=en 
  1. https://wpml.org/ 
  1. https://www.zendesk.com/blog/zendesk-launches-multilingual-customer-service/ 
Categories
marketing message on hold tips Uncategorized

Employing the Power of Message-On-Hold for Your Event Marketing 

Launching and marketing an event for your business is a multifaceted endeavor. While raising awareness about your event in your more obvious marketing channels, such as your website, social media, and community outreach, will be at the forefront of your mind, promoting the event in your Message-On-Hold program may go overlooked. But it’s important to remember this valuable resource reaches a captive audience, providing a unique opportunity to engage your callers and market your event. In this blog, we’ll discuss not only the conventional marketing methods for events but also the best practices for leveraging your Message-On-Hold program. We’ll cover the ideal timeline for event announcements, what essential details to include, and how frequently you should remind your customers and the public about the upcoming event. 

Utilizing Traditional Marketing Channels 

It’s crucial to establish a strong foundation by promoting your event through traditional marketing channels. So don’t forget to announce your event in the following: 

a. Social Media: Start by creating buzz on your company’s social media platforms. Share engaging posts, create event pages, and run targeted ads to reach your target audience. 

b. Company Website: Dedicate a prominent section on your website to the event. Include detailed information, a registration or ticketing platform, and eye-catching visuals. 

c. Email Marketing: Send out event invitations and updates to your email subscribers, offering them exclusive insights and early access. 

d. Community Outreach: Collaborate with local organizations, influencers, and partners to broaden your event’s reach and strengthen community ties. 

e. Press Releases: Draft compelling press releases to send to media outlets, both online and offline, to garner publicity. 

The Role of Message-On-Hold 

Your Message-On-Hold program offers a unique opportunity to market your event to a captive audience. While callers may have contacted you for a different reason, you can use this time to pique their interest and create awareness about your event. Remember, it’s essential to maintain a consistent message about your event across all marketing channels, including your Message-On-Hold program. This reinforces the event’s importance and helps with brand recognition. 

Here’s how to make the most of promoting your event in your Message-On-Hold program: 

a. Timing: Plan to incorporate event announcements into your Message-On-Hold program well in advance of the event. Ideally, you should start promoting the event in your MOH program at least 6 weeks – if not several months – before the event date. So be sure to contact your Message-On-Hold provider as soon as you lock in all essential event details (date, time, location, schedule). This way, your MOH provider can assist you in adapting the event content to your MOH script, have the content recorded by a professional voice talent, and start announcing the event in your MOH program well ahead of the event date. 

b. Engaging Content: Look to your Message-On-Hold provider to help craft concise, engaging scripts that convey the essence of your event. Your MOH script consultant will be an essential resource in highlighting what makes the event special to maximize interest and devising an effective call to action, such as visiting your website for more information or registering for the event early. 

c. Frequency: Rotate your Message-On-Hold content frequently. During the lead-up to the event, increase the frequency of event announcements to ensure callers receive multiple reminders. This is essential for any potential attendees who may have held off registering early until solidifying their schedules.  

What to Include When Announcing Your Event 

In your Message-On-Hold program and other marketing channels, include the following key details: 

a. Event Date and Time: Clearly state when the event will take place. 

b. Event Location: Provide the venue’s name and address. If applicable, also provide some unique, pertinent details about the venue to further entice potential attendees. 

c. Event Description: Summarize the event’s purpose, benefits, and what attendees can expect. 

d. Registration Information: Encourage callers to register or buy tickets through your website and/or other designated platforms. 

e. Special Offers: If applicable, mention any discounts, early-bird rates, or exclusive offers for attendees. 

Consider the following Message-On-Hold example

XYZ Company’s networking event: 

“XZY Company is excited to announce an exclusive opportunity you won’t want to miss! Mark your calendars for our upcoming event, the [Event Name], taking place on [Event Date] at [Event Venue] in beautiful San Diego, California. Join us for a day filled with engaging workshops, inspiring speakers, and networking with industry leaders. To secure your spot, visit our website at [Website URL] and register today. Don’t wait; seats are limited, and early-bird discounts are available while supplies last. Stay tuned for more event details and exclusive offers in the coming weeks. At XYZ Company, we’re dedicated to providing you with first-class experiences, and the [Event Name] is no exception. Thank you for being a valued part of our community! We can’t wait to see you at [Event Name] on [Event Date]!” 

Reminding Your Audience About The Event  

As the event date approaches, consider increasing the frequency of event reminders on your Message-On-Hold system. You can also employ other channels like email, social media, and mobile marketing to send out reminders at strategic intervals. Aim to remind your audience weekly and then even daily in the week leading up to the event. This will notify potential attendees who haven’t registered that time is running out – and it will serve as a helpful reminder for all registered attendees that the event is imminent. 

In Summary 

When planning an event for your business, it’s vital to cast a wide net across various marketing channels. While social media, websites, and community outreach are integral to your promotional strategy, don’t overlook the powerful marketing potential of your Message-On-Hold program. By carefully planning your Message-On-Hold content, beginning your promotion well in advance, and maintaining consistency across all channels, you can effectively capture the attention of your callers and maximize the success of your event. Remember, your Message-On-Hold audience is eager to learn about your offerings, making this marketing channel an ideal place to promote your upcoming events. 

Pro Marketing Tip: Elevate Your Event Promotion with Dynamic Multimedia 

In the world of event marketing, standing out is key. Beyond the conventional strategies, here’s a pro tip to take your event promotion to the next level: leverage the power of professional audio from your Message-On-Hold program to create dynamic, engaging content across various platforms. 

1. Audio-Infused Social Media Posts: 

Integrate snippets of your Message-On-Hold content into your social media posts. Whether it’s a teaser of an exciting speaker or a glimpse of what attendees can expect, audio adds a personal touch that captures attention. 

2. Visual Harmony: 

Combine photos from past events with your Message-On-Hold audio to craft compelling videos. A visual mashup creates a vivid experience for your audience, making them more likely to share and engage with your content. 

3. Booth Videos for Events: 

Transform your booth presence by merging marketing collateral with your captivating Message-On-Hold audio. Create a video loop that not only informs but immerses event-goers in the unique experience your brand offers. 

4. Landing Page Magic: 

Develop a dedicated landing page on your website, featuring a vendor overview video that incorporates your professional audio. This becomes a hub for potential attendees to explore and get excited about what your event has to offer. 

5. Interactive Vendor Showcase: 

   Take it a step further by hosting a vendor overview page, complete with engaging videos. This not only enhances the event experience but also provides a valuable resource for attendees to plan their visit. 

The possibilities are endless when it comes to upcycling your content into dynamic, interactive assets. By seamlessly integrating your Message-On-Hold audio, you not only enhance the overall event experience but also leave a lasting impression on your audience. 

Remember, the goal is to transform flat content into a dynamic force that resonates with your audience, making your event the talk of the town. Consult with your audio marketing provider on how to effectively repurpose your MOH content for your event, create engaging videos, and more. Experiment with these strategies and watch your event promotion soar to new heights! 

Key Takeaways 

Marketing your business event requires a comprehensive approach that includes traditional channels and often overlooked resources like your Message-On-Hold program. Here are the key takeaways to effectively employ the power of Message-On-Hold for your event marketing: 

Traditional Marketing Channels: Start by promoting your event on social media, your company website, through email marketing, community outreach, and press releases. These foundational channels help build awareness. 

Harness the Potential of Message-On-Hold: Remember that your Message-On-Hold program reaches a captive audience and should be used to maintain a consistent message about your event. 

Plan in Advance: Initiate your Message-On-Hold promotion well ahead of the event date, ideally at least 6 weeks prior. Work closely with your Message-On-Hold provider to adapt content to your script and ensure professional voice recordings. 

Craft Engaging Content: Collaborate with your Message-On-Hold provider to create compelling, concise scripts that convey your event’s essence and include effective calls to action, such as visiting your website for more information or registering early. 

Include Key Details: Ensure your Message-On-Hold and other marketing channels include essential information about the event, such as the date, time, location, event description, registration information, and any special offers. 

Rotate Content Frequently: As the event approaches, increase the frequency of event announcements in your Message-On-Hold program. Multiple reminders help capture potential attendees who may have delayed their registration. 

Reminder Strategy: As the event date nears, increase the frequency of event reminders in your Message-On-Hold system and utilize other channels like email, social media, and mobile marketing. Initially, aim for weekly reminders; then, provide daily reminders in the week leading up to the event. 

Pro Tip: Integrate professional audio from your Message-On-Hold program to create dynamic, engaging content across various platforms, including social media posts, compelling videos, enhanced booth presentations, dedicated landing pages, and interactive vendor showcases. This approach not only enhances the overall event experience but also leaves a lasting impression on your audience. Consult with your audio marketing provider to effectively repurpose your Message-On-Hold content and experiment with other marketing strategies to elevate your event promotion. 

FAQ 

As you explore the concept of using Message-On-Hold for event marketing, you may have some questions. We’ve compiled a list of frequently asked questions to provide you with further insights and guidance on this effective marketing strategy: 

Q1. Why should I consider using Message-On-Hold for event marketing? 

A1. Message-On-Hold allows you to reach a captive audience who is already interested in your business, making it an ideal channel to promote events. MOH is an effective marketing tool to inform callers about your upcoming event, encourage registrations, and build excitement for the event. Moreover, it reinforces your event’s importance and helps with brand recognition. 

Q2. When should I start promoting my event through Message-On-Hold? 

A2. It’s best to start promoting your event in your Message-On-Hold program well in advance, ideally at least 6 weeks before the event date. Depending on the scope of the event, it may be best to begin announcing it several months in advance. This gives you ample time to create awareness and capture potential attendees. 

Q3. How can I ensure that the Message-On-Hold content is engaging and effective for event marketing? 

A3. Collaborate with your Message-On-Hold provider to craft concise and engaging scripts that highlight the essence of your event. A professional script consultant can help you create compelling content and effective calls to action. 

Q4. Should I rotate Message-On-Hold event content frequently? 

A4. Yes, it’s advisable to rotate your Message-On-Hold content, especially as the event date approaches. Increasing the frequency of event announcements helps ensure that callers receive multiple reminders. 

Q5. What key event details should I include in the Message-On-Hold content? 

A5. When promoting your event through Message-On-Hold, include crucial information like the event date and time, event location, event description, registration information, and any special offers or discounts for attendees. 

Q6. How can I remind my audience about the event effectively as the date approaches? 

A6. In addition to Message-On-Hold, employ other marketing channels, such as email, social media, and mobile marketing, to send out reminders at strategic intervals. Aim to remind your audience weekly and then daily in the week leading up to the event. 

Q7. Is Message-On-Hold only suitable for promoting large events, or can it work for smaller gatherings as well? 

A7. Message-On-Hold can be effective for promoting events of all sizes. It’s an adaptable tool that can be tailored to your specific event and audience, making it suitable for both large conferences and smaller gatherings. 

Q8. How can I effectively integrate existing professional audio into my event marketing strategy? 

A8. Integrating audio from your Message-On-Hold into your event marketing strategy can easily be achieved by collaborating with your audio marketing provider, who will help you repurpose existing audio content for various platforms, including social media, videos, and landing pages. 

Q9. Can I use Message-On-Hold for other purposes besides event marketing? 

A9. Absolutely! Message-On-Hold is a versatile tool that can be used for various purposes, including promoting products, services, special offers, and sharing important business information. 

If you have any additional questions or need more specific guidance on using Message-On-Hold for your event marketing, don’t hesitate to reach out to your Message-On-Hold provider for personalized support and advice. 

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healthcare marketing-triage Uncategorized

Establishing a high bar for vendor value  

Harvard Medical Faculty Physicians, BI Medical Center  

Marketing professionals have always needed vendors to support their work – today they are de facto staff. From photographers and writers to graphic designers and printers, vendors are now an extension of the marketing executives’ office and a lifeline for creating and implementing successful campaigns and programs. Christine Baratta, Chief Communication Officer for Harvard Medical Faculty Physicians, BI Medical Center has worked with many vendors across her successful career, and she has advice for those who would become vendors for healthcare marketing executives today.  

Before you walk in the door, be prepared:  
  1. Know healthcare: If you want to become a trusted vendor in the complicated field of healthcare, know the business. Read the organization’s website and understand the difference between a teaching hospital and a community hospital, a clinic and an ambulatory care center. 
  1. Know the terminology: Understand the difference between a practice and a department, an advanced level practitioner and a physician. Know the meaning of HIPAA and other acronyms central to healthcare.  
  1. Give yourself a foundation of knowledge: Understand the clinical area you will be involved in, read the website, research the topic. The marketing executive doesn’t have time to educate you.  
Bring a full-service solution to the plate:  

When well-meaning, talented individuals approach a busy healthcare executive to pitch services, they may not be promoting the comprehensive services needed. The more successful approach is to promote a suite of services. “Almost always I need more than just one person,” said Christine. “If I am producing a video, I could use a writer and a videographer, so it is advantageous for venders to see themselves less as individuals and more as units.”   

Work in symmetry with the healthcare executive:  

The best strategy for the vendor is to send a brief, informative email to the marketing executive, promoting services and healthcare experience. An aggressive, noisy sales pitch just is not going to work. “Vendors who are relentless with contacts and outreach aren’t the most successful,” says Christine. “However, I will usually keep an email from someone who offers a service I may need in the future, and I will reach out to them when I need them. Most of us in healthcare keep files of good people.” 

Mostly, understand who you are pitching into. Today, the fast paced, complex healthcare marketing department works with:   

  • Very lean marketing staff 
  • Farming out increasing amounts of work to vendors and virtual staff 
  • Multiple, shifting priorities that may delay and/or reschedule work  

Marketing executives need vendors experienced in healthcare who bring insight and understanding of the field to the table. 

“My word of advice to potential vendors is this,” says Christine. “If you are an individual vendor, find a retired healthcare marcomm professional, or someone who is between jobs. Combine their talent and experience with yours and then pitch your services. It will make you a powerful candidate for the project.”  

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customer experience IVR localization multilingual Uncategorized

Unlocking Customer Satisfaction and Business Success: Your Multilingual IVR Strategy 

In today’s interconnected business world, you’re constantly engaging with a diverse clientele, each with unique language preferences and distinct needs. One often underestimated but absolutely essential element of this engagement is your Interactive Voice Response (IVR) system. By tailoring your IVR to cater to multiple languages, you’re not only elevating the customer experience, but also solving a host of challenges faced by your end users. In this blog, we’ll dive into the immense value of adapting your IVR to meet the linguistic diversity of your clientele. Let’s explore how implementing these strategies can alleviate problems, such as hospital readmission rates, improper prerequisite instructions, and other details that can complicate the customer journey, causing unnecessary stress within your organization.  

Florida’s Cultural Mosaic: A Seamless Multilingual Journey   

Florida’s vibrant culture beautifully illustrates the power of integrating diverse languages into your IVR system. With English, Spanish, and Haitian Creole as dominant languages, addressing this linguistic diversity becomes crucial. Imagine how much smoother the experience is when your IVR greets callers in their preferred language. Not only does it make navigation effortless, but it also demonstrates your commitment to inclusion and accessibility. Solving language-related challenges in Florida isn’t just a practical decision; it’s a way to foster stronger connections and trust among your clientele.  

Canada’s Bilingual Advantage: The Market You Can’t Afford to Miss   

Canada’s bilingual landscape provides a remarkable advantage for businesses who choose to embrace both English and Canadian French. Approximately 25% of the population primarily speaks Canadian French, making it a substantial market. To tap into this demographic successfully, it’s essential to partner with professional translation and voice talent recording services for accurate and culturally sensitive communication. Moreover, understanding the nuances between Canadian French and European French is critical, as they differ significantly in grammar, vocabulary, and pronunciation. Accurate translation and recording of your IVR for French-Canadian callers not only solves language-related issues but also showcases your commitment to serving diverse linguistic preferences.  

 Empowering the Hmong Community in California’s Central Valley   

In Fresno and the surrounding Central Valley, a substantial Hmong population calls California home. To truly solve the linguistic challenges faced by this community, accurate localization through professional translation and recording services is a must – especially considering there are multiple Hmong dialects. Embracing this diversity isn’t just about accessibility; it’s about bolstering community engagement and inclusivity, ultimately alleviating language-related stress for your end users.  

New York City: A Global Marketplace Awaits   

For businesses in the diverse landscape of New York City, embracing linguistic diversity in your IVR system is a strategic move. Your IVR should offer options in English, Spanish, Mandarin, and Russian, as these are some of the most commonly spoken languages in the region. But don’t stop there. Consider incorporating languages like Bengali, Korean, Hindi, and Arabic to further enhance customer engagement and satisfaction. By catering to your clientele’s language preferences, you’re not just respecting their backgrounds; you’re simplifying their interactions and building stronger customer relationships. For hospitals, this approach will address problems with readmission rates and other issues caused by language barriers, ultimately improving an organization’s efficiency and reputation.  

The Compelling Benefits of Multilingual IVR:  

Elevate Customer Experience: Multilingual IVR options create a user-friendly experience, significantly reducing frustration and enhancing your brand’s image.  

Foster Customer Loyalty: When customers feel respected and understood, their loyalty deepens, leading to repeat business and positive referrals.  

Expand Market Reach: By accommodating diverse language preferences, you tap into untapped markets, driving revenue growth.  

Demonstrate Cultural Sensitivity: Show your commitment to inclusivity and cultural sensitivity, which resonates with customers and builds a positive reputation.  

Ensure Legal Compliance: In regions with language-related legal requirements, multilingual IVRs ensure compliance and prevent legal issues.  

In a world where languages intersect and cultures converge, the key to your business success lies in embracing linguistic diversity. A finely tuned IVR system not only alleviates challenges for your end users but also showcases your unwavering commitment to inclusivity. By catering to your customers’ language preferences, you forge stronger bonds, unlock new markets, and contribute to a more interconnected global business environment. Remember, your IVR isn’t just a tool; it’s your passport to solving problems and reaching new heights in the business world.  

Key Takeaways for Multilingual IVR Optimization:  

Identify Your Target Audience: Determine the primary languages spoken by your customer base and regions of operation to guide your multilingual IVR strategy.  

Professional Translation: Invest in professional translation services to ensure accuracy, cultural sensitivity, and language nuances in your IVR scripts.  

Local Dialects: Consider regional dialects or variations within languages to truly cater to the linguistic needs of your customers.  

Legal Requirements: Understand any legal obligations related to language accessibility in your area and ensure compliance with relevant regulations.  

Multiple Language Options: Provide IVR options in multiple languages to create a more user-friendly experience and accommodate diverse language preferences.  

Cultural Sensitivity: Demonstrate cultural sensitivity and respect for diverse languages to enhance your brand’s reputation and customer relationships.  

Customer Loyalty: Recognize that addressing language diversity can lead to increased customer loyalty, repeat business, and positive word-of-mouth.  

Market Expansion: Use multilingual IVR to access untapped markets, potentially expanding your customer base and revenue streams.  

Inclusivity and Engagement: Consider how embracing linguistic diversity can bolster community engagement and inclusivity, promoting positive interactions with your brand.  

Continuous Improvement: Regularly review and update your IVR system to reflect changing language preferences and evolving customer needs.  

By keeping these key takeaways in mind, you’ll be well-equipped to enhance your IVR system and address the unique challenges and opportunities posed by linguistic diversity.  

FAQ

Q: Why is it important to optimize an IVR system for multilingual customers?  

A: Optimizing your IVR for multilingual customers is vital because it directly addresses the challenges of linguistic diversity. By providing language options, you create a more inclusive and accessible customer experience, fostering stronger connections and trust.  

Q: What are the potential benefits of embracing linguistic diversity in IVR systems?  

A: Embracing linguistic diversity can lead to enhanced customer satisfaction, loyalty, and expanded market reach. It showcases cultural sensitivity, aligns with legal requirements, and strengthens your brand’s reputation.  

Q: How can I ensure accurate translations in my IVR system?

A: To ensure accuracy, consider professional translation services. These experts can help you navigate language nuances, dialects, and cultural sensitivities in your IVR scripts.  

Q: Are there legal obligations related to multilingual IVR systems?  

A: In some regions, there might be legal requirements related to language accessibility. It’s essential to understand and comply with these regulations to avoid potential legal issues.  

Q: How can I cater to regional dialects or variations within languages?  

A: To cater to regional variations, work with translation professionals who understand the specific dialects or variations within your target languages.  

Q: What impact does multilingual IVR have on customer loyalty?  

A: Multilingual IVR solutions make customers feel respected and understood, leading to deeper loyalty, repeat business, and positive word-of-mouth recommendations.  

Q: How can I expand into new markets by embracing linguistic diversity?  

A: By accommodating diverse language preferences, you can tap into previously untapped markets, broadening your customer base and increasing revenue streams.  

Q: What are the steps for continuous improvement in multilingual IVR systems?  

A: Regularly review and update your IVR system to reflect evolving customer needs and changing language preferences to ensure its continued effectiveness.  

Q: Can embracing linguistic diversity help with community engagement?  

A: Yes, embracing linguistic diversity can enhance community engagement and inclusivity. It promotes positive interactions with your brand, building stronger connections with the communities you serve. 

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Maximizing Your Business’s Success in Times of Inflation: The Power of Repurposing Your Message-On-Hold Content

Marketing Checklist

In the face of inflation and economic challenges, businesses must find cost-effective ways to sustain success and visibility. Content marketing, including blogs, social media posts, and videos, has proven to be an affordable and organic method to engage customers and drive sales. However, many marketing professionals are overwhelmed with tasks and struggle to produce more marketing collateral to compensate for reduced traditional advertising.

The solution lies in harnessing the power of “domino content” – relevant, valuable content that can be repurposed across various marketing channels. And a prime source of domino content for businesses is your Message-On-Hold (MOH) program. MOH content, already engaging clients on hold, can be repurposed for social media posts, podcast episodes, blog posts, email marketing campaigns, webinars, videos, infographics, training materials, and more.

Repurposing MOH content enables businesses to maximize their investment and reach a wider audience without reinventing the wheel each time. It’s an efficient and budget-friendly way to continue promoting the business and maintaining a presence on various marketing platforms.

For instance, businesses can convert MOH content into engaging social media posts to drive traffic to their platforms. They can expand the content into podcast episodes and dive deeper into the topics to establish thought leadership. Transforming MOH content into informative blog posts helps drive organic traffic to the website and enhances the brand’s online presence.

Furthermore, utilizing key messages from MOH content in email marketing campaigns nurtures leads and promotes products or services. Creating webinars or online workshops based on MOH content positions the brand as an industry expert and generates leads. Entertaining promotional videos or informative tutorials can be shared on YouTube to increase brand visibility and attract a wider audience.

Condensing the main points from MOH content into visually appealing infographics helps convey information in a concise and memorable way. Businesses can also adapt MOH content into training materials for internal or external use, educating employees, customers, or partners about relevant topics.

By repurposing MOH content for different marketing initiatives, businesses can strategically optimize their advertising efforts and overcome the constraints of inflation. This approach allows them to amplify their reach, engage the target audience, and achieve more with less. As the business landscape evolves, adapting and leveraging these strategies will position businesses for long-term success.

By prioritizing and updating your Message-On-Hold content monthly, you can create a marketing strategy that extends beyond the phone system and into all your channels. Instead of procrastinating the task, use it as a piece of pillar content and knock out a bunch of tasks all at once. Embracing domino content from Message-On-Hold will prove to be a powerful tool for any overwhelmed marketing department looking to save time and money.

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Can You Nudge a Consumer Toward Better Health? 

Communicating with healthcare consumers to improve outcomes and save money 

Communicating with your audience is challenging even on the best day. Consumers either drink from a fire hose of media or filter it down to a tiny drip. When the goal of communication is to change healthcare behaviors to improve outcomes and reduce healthcare costs, finding a way through those barriers becomes mission critical. It can be done, but you have to employ practical communication and a laser focused, data based strategy. 

There’s a lot on the line. Americans spend $4.3 trillion dollars on healthcare annually. That’s $12,914 per U.S. resident, the majority of it spent on hospital care*. It’s an unsustainable, skyrocketing situation that is driving healthcare providers and insurance plans to motivate patients to wellness in order to reduce consumption and costs. That means engaging them in education and that means reaching them somehow, with effective communication.

Engagys is at the center of trying to solve that Rubik’s cube. They are a national healthcare consumer engagement consulting and advisory services firm that helps corporations engage their consumer base and nudge them toward healthier behaviors. Holdcom Marketing Triage interviewed Kathleen Ellmore, Cofounder and Managing Partner of Engagys and asked her how communications can drive consumer behavior for better outcomes. 

“It takes an evidence based approach that assesses data and uses it to figure out how to get the consumer’s attention as the first step in the strategy”, she said. “You need to engage the individual before you can even begin to communicate with them, and that communication has to be relevant and resonate in the context of their everyday lives.”

First, the nuts and bolts

To achieve this, Kathleen and her firm approach the complicated communications equation with an “above and below the waterline” assessment. It’s a discovery of whether the nuts and bolts are in place to effectively communicate with engaged and disengaged consumers, and drive behavior change.

Above the waterline: 

  • Do you have the behavioral science data to determine what your consumers are doing, reading, and how they are living now? 
  • Have you identified the social determinants of health that impact their ability to change healthcare behaviors, like transportation, food scarcity, access to healthcare, etc.? 
  • Do you have messaging in place that can be used for AB testing? 
  • Do you know your channel mix? Where are you going to place the messaging and is that based on the data you have? 

Below the waterline: 

  • Do you have the people you need to craft and place messages effectively? 
  • Do you have the right process in place to create and maintain the messaging? 
  • Do you have the technology to make all this happen? 

Is your communication practical? 

You don’t hear the word “practical” very much, but it’s the lynch pin of reaching the consumer. In other words, are you taking a practical approach to any given communication campaign? According to Kathleen, practicality requires asking questions that provide essential insights: 

  • Do I understand where my audience is – figuratively and literally speaking? 
  • What is their social-demographic profile? 
  • Do I know where they live and work? 
  • Can I estimate their level of health literacy? 
  • Do I know if they can be compliant, even if they read the communication?
    • What are the barriers to that compliance? 
    • It’s one thing to try to educate a consumer about diabetes control, but it’s not going to be effective if s/he doesn’t have access to healthy food. 

Reaching consumers will always be challenging. Now it’s essential. As you review the how and what to communicate to engage your customers and patients, consider what content you have accessed and what remains to be optimized for various channels. We know there is always more content than you can get to. We can help. We triage content – mining it from inside your organization, organizing, and producing it. are part of that solution. We offer content generation, written by healthcare insiders, that expands your bandwidth and gets work done.

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Still Talking After All These Years

A reflection on our 30 year anniversary and building an industry.
By Andrew Begnoche Director of Operations at Holdcom

February 7th, 2017 CDM Studios, New York, NY30th Anniversary Blog.jpg
“Let’s stop there for a second,” interjects the engineer as he pushes the talk back mic in the main studio at New York City’s CDM Studios, waiting for feedback from the writers and producer. As long time creative collaborators and business owners, Harvey Edelman and Neil Fishman banter back and forth about the performances during the recording of a ground-breaking audio book musical project they’re pioneering. 

As I watch Neil and Harvey work through their creative process on an adaption of their musical version of Rumpelstiltskin, a story about a man who spins straw into gold, I can’t help reflect on our journey and how we’ve been trying to spin our own straw into gold at Holdcom. In order to best tell that story we need to go back to the beginning.

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Four Things To Avoid In Your IVR, Auto Attendant, and Voice Prompts

Voice prompt menus, IVR, and auto attendant greetings can be a helpful way to get more information to your customers. You can mention your business hours, current specials, a temporary store closing, or a charity drive that you’re going to be having in the near future. Since you may already have an idea about what you want to say on your phone script, here are a few things you will want to steer clear of:

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The Customer Experience of Your Phone Customers: 3 Top Tips

The customer experience of your phone customers means your business moving ahead or remaining stagnant. Here are three tips from Fortune 500 companies about how to make that experience top quality and create a loyal customer out of the casual customer over the phone.

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