The research conducted by audio branding specialist, PHMG, which audited 100 firms in the dentistry trade, discovered the large majority risk losing custom by subjecting customers to generic music and audio while on hold.
Typically, waiting on hold is seen as a major bugbear but 40 per cent of dentists still leave customers listening to nothing but generic music. A further 33 per cent subject them to beeps, while 22 per cent leave callers in silence and three per cent force them to listen to ringing.
No companies were found to employ brand consistent voice and music messaging – viewed as the best practice approach to handling calls – less than the national average of two per cent.
Mark Williamson, sales and marketing director at PHMG, said: “Call handling remains a critically undervalued element of customer service and marketing. A previous study of 1,000 UK consumers found 73 per cent will not do business with a company again if their first call isn’t handled satisfactorily.
“Therefore, it is important companies do their utmost to improve the experience. The research shows there is still work to be done in providing an experience that keeps callers engaged and entertained.
“Generic music, beeps, ringing or silence convey a message that the customer is not valued, which will only serve to compound any annoyance felt as a result of being made to wait on hold.”
It seems call handling standards have not significantly improved when comparing the results to a similar study conducted in 2013. The number of companies playing repetitive music has increased by nine per cent during that period while the number using brand consistent voice and music has decreased by two per cent.
“The trends over the past three years suggest dentists believe generic music is enough to keep callers entertained but this can actually have the opposite effect,” added Mark.
“An existing, generic piece of music should not be repurposed to convey a message it was never intended to, as its characteristics may not match those of the company.
Hearing is one of our most powerful emotional senses so the sounds customers hear when they call a business will create a long lasting impression. Every element of a music track, whether tempo, pitch or instrumentation, will stir different emotions so traders should ensure they convey the appropriate brand image.”
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