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Published on Oct 10, 2011
Anthony Buxton, MD of Premier Business Audio talks about the importance of Audio Marketing and how it can benefit your Call Centre. Call Centre Audio is the name given to recordings played by telephone systems to inbound callers at four main times:
The IVR Menu Tree Design In-Queue Messaging On-Hold Production Out of Hours/Emergency Messaging
Most call centres currently use an agent to record the inbound caller contact points, script the calls themselves and have random music with frequent cliché comfort messages such as 'Your call is important to us'.
Such organisations are several steps behind the current call centre audio marketing best practice. Any business providing this type of Call Centre Voice Recording, IVR Prompts or In-Queue marketing recording are often perceived as providing a poor quality service (See British Telecom case study) and all before anyone has even spoken to the caller!
In September 2008 the BBC published the results of a survey into what makes people in the UK angry; part of a series presented by Griff Rhys Jones. The results showed that the number one thing that made inbound callers irritated were delays in being answered by call centres; incredibly, even more than being physically attacked, being insulted or queue jumping.
Few organizations have given this key area of call centre strategy management the appropriate level of attention, given its importance in affecting inbound caller satisfaction.