Call me baby: Generic hold music alienates law firm clients
A study of 766 law firms and other legal advisers by audio branding provider PHMG (which has a pretty cool website) has found that being put on hold is a major bugbear for clients, with 51% of firms using generic hold music.
A further 25% of firms subject callers to beeps, while 18% leave them in silence and 4% use further ringing. Just 1% employ brand-consistent voice and music messaging.
While Legal IT Insider likes a good telephone boogey as much as the next person, 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% will not do business with a company again if their first call isn’t handled satisfactorily.
“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.”
Hey, I just met you, dum de dum.