The next time a customer calls your business, what would it mean to your business to keep your customer on the line, but to have your brand front of mind long after they hang up the phone?
In this blog, we explore phone hold music as a crucial touch point in the customer journey and the way that choice of music can effectively motivate or deter your next customer from staying on the line long enough to translate to a sale.
Last Christmas Eve I was on hold with Big W for over an hour and a half to track down a Nintendo Switch for my 11-year-old tweenager - along with a hundred other crazy parents.
While I was peeling a bunch of prawns in the kitchen, I popped my phone on speaker, happily tapping and humming away to the Turtles' “Happy Together” - Big W’s brand song until Jake from tech finally picked up the phone.
Would I have hung up earlier? Maybe, maybe not, but having the music in the background made it a nicer experience. If you don’t believe me, try an hour and a half on hold to speak to the ATO - doesn’t nearly ooze the same level of feel-goods, I can assure you.
In fact, as a side note, at this very moment, I have the Big W song in my mind again (and maybe now it’s playing in your ears too). Well played, Big W. Well played.
So at this point, you may agree that music - or even - the right music - can help improve the customer experience and keep customers engaged while they wait on the phone, and even make your brand memorable - in a good way - long after your customer hangs up the phone.
Today's options for adding music to your phone hold service - depending on your budget - range from free generic-stock instrumentals right through to the ridiculously expensive licensing of popular copyrighted music.
For growing SMEs, especially those brand-proud businesses who are growing and want their brands to be seen, recognised and remembered, the generic stock music option feels forgettable, while the ridiculously priced pop music can be way out of the budget.
A Branthem (brand anthem) is an innovative and affordable music branding option, and unlike generic stock music or copyrighted music, is strategically composed for your brand, with your target audience in mind, and exclusive to your brand, making it more relevant, recognisable and memorable to your customers over the longterm.
Able to adapt to multiple audio-inclusive platforms including phone hold messaging, Video (Facebook, YouTube, TikTok, Insta), podcasts, advertising (tv/radio/cinema) live events, presentations and more, Branthem is a branding game changer for small to medium-sized business.
So the next time a customer calls your business, what would it mean to your business to keep your customer on the line, but to have your brand front of mind long after they hang up the phone?
What is a Branthem?
To learn more, visit www.branthem.com.au
Dene Menzel is the Founder and Creator of strategic brand engagement agency Branthem which creates signature music and sonic design for brands to amplify customer journey touch points.