Business and estate agents in particular are losing customers by placing their clients on hold, according to a new study by audio branding specialist PHMG.
Some 1,392 firms in the real estate sector took part in the study and the results revealed that 40% of estate agents leave their customers on hold listening to generic music, 27% subject the customer to beeps, 21% leave them in silence and 6% leave them to listen to ringing.
Mark Williamson, Sales and Marketing Director at PHMG said: “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,” reported Opp.Today.
Only 4% of estate agents use brand-consistent voice and music messaging, something which is considered the best method when handling a call that requires the customer to hold.
“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. Estate agents appear to be performing better than the majority of British businesses in this respect but there is still work to be done in providing an experience that keeps callers engaged and entertained” he said.
In the last three years the number of companies using repetitive music when placing a customer on hold has increased by 14%.
“The trends over the past three years suggest estate agents believe generic music is enough to keep callers entertained but this can actually have the opposite effect,” adds Mr Williamson.
Tags: Business, Customer Service