Total Installer May-June 2019

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Business: Customer Service HOLD MUSIC: DON’T PUT YOUR REPUTATION ON THE LINE! By Mark Williamson, Sales and Marketing Director at audio branding specialists PHMG. The importance of making a good first impression has never been more crucial for glazing businesses. In our always online world, consumers are presented with an opportunity to influence others through social media and forums, meaning businesses have nowhere to hide from bad customer reviews and much to gain from glowing testimonials. Glaziers already know that a product’s quality, a job well done and exceptional customer service are integral to company success. But the more business savvy in the industry also recognise that the customer experience, from the first enquiry to installation, is also key to ensuring happy customers and growing a profitable organisation. A positive experience The telephone often represents the first point of contact between a glazier and their customer and should be treated as a fundamental tool in converting leads to sales. If a customer has a poor caller experience, it can really put a company’s reputation on the line, with independent research revealing almost threequarters of Brits won’t do repeat business with an organisation if their first call isn’t up to scratch. Employee behaviour can be easily rectified. Telephone training and providing a set of best practice guidelines ensures callers are met by a polite, professional voice who is happy to help answer the customer’s query. However, it’s not just staff conduct that can be off-putting. Silence is not golden Inevitably, there are times when a customer’s call can’t be dealt with straight away. Perhaps all “Putting customers on hold needn’t be a negative event” employees are out on a job or the caller needs to be transferred to the conservatory specialist. In such cases, putting them on-hold is the only option. Yet many consumers have negative preconceptions about hold time – often born out of their previous experiences. Businesses will often use generic sounds in the hope they will keep callers engaged and entertained while on hold – quick to forget about their own encounters with poor on-hold audio. No one wants to listen to monotonous beeps or anodyne panpipes, nor do they want to feel as if what they are hearing is a simple placeholder designed to placate and pacify. Despite this, 52% of UK firms still leave customers listening to nothing but generic music, while a further 21% subject callers to beeps, and 17% leave them in silence. Glaziers have been found to put prospective clients on hold for an average of 36.28 seconds per call, giving just enough time for them to switch off and hang up. Hold for a happy customer Putting customers on hold needn’t be a negative event. Instead it represents a golden opportunity to provide callers with informative messages and transform the experience into a positive one. Using engaging script and brand-congruent voice and music, businesses can replace what is otherwise dead air with a key branding and Left: Mark Williamson, PHMG promotional opportunity. The content can be used to advertise the company’s decorative glass speciality or the wide range of sectors they work in. Messages can also showcase whether the company is registered to an association, share employee expertise or give more information on the 10-year guarantee, helping to create a more professional brand image and provide reassurance to customers that they are dealing with a reputable outfit. As with visual marketing, the voice and music used while on-hold should reflect the company image and values – or it could damage the overall perception of the brand. In our experience, glaziers often lean toward clean-cut music tracks which use electronic synths and precise sampled drum kits to create a feeling of precision and style. For those who deal with corporate clients, strings and pianos are incorporated into the track to ensure a professional and well-established sound. The voice alternates between masculine and feminine to represent the broad clientele and is aged between 20 and 40 with, a friendly yet professional delivery style. A crystal clear benefit Given its clear effect on the consumer, the impact of sound as a marketing tool should not be ignored. Glaziers would be well-advised to consider it a key element of the marketing mix. Contact PHMG 0161 877 2253 www.phmg.com 20 TIJULY/AUG <strong>2019</strong> PRACTICAL CONTENT FOR THE GLAZING INSTALLER & HOME IMPROVEMENT SPECIALIST
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Total Installer May-June 2019

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