Sound Communication: The Holdcom Blog

Twitter is a Feedback Tool for On Hold Marketing, Too

twitter for customer service helpIf you have spent any time checking out the Holdcom website, you might have noticed that a few of our pages have a “hold time” twitter feed.  This feed picks up tweets from twitter users who find themselves on hold—some good, some bad, some hilarious. 



 Here are some examples of what people are tweeting about while on hold:


  •  at least this music is taking me to the islands while I'm on hold for FOREVER!
  • #letsbereal i hate being on hold and listening to elevator music in the background #ugh
  • i really sat on hold for a whole 60 mins for her to tell me the computer made a error & my acct is up-to-date.. oh, how i love wasting time!
  • 90% sure the music I have while on "hold" is building music from #TheSims computer games.
  • In 30 seconds I’m about to hang up. I hate being on hold.


That last one should hit pretty hard – one of the most frequent tweets you’ll see in our holdtime feed is “I hate being on hold” with some variation.   Often, when people tweet about their hold time, they’ll include the name of the company with whom they’re holding—instant negative press.


If your customers are tweeting about a bad experience to being on hold with you, listen to what they are saying.  Some things to look for:

  •  How do they feel about your audio branding?
  •  Are they complaining that your on hold messaging program is too short or repetitive?
  • Do they hate your too-specific music on hold?

 Maybe the simplest fix for customers who are unhappy while holding on the telephone is acknowledging them and using their tweets as feedback about your audio marketing efforts.  When you are looking for your audio as a source of marketing for your brand, you should treat mentions and hashtags on Twitter exactly as you would treat an email. Take those 140 characters seriously.

Likewise, look for tweets saying good things about your hold messages.  If your on hold music is great, then people will certainly be tweeting about it.  When messages on hold work, people will be singing—or tweeting—your praises.

Twitter can also be a customer service tool in and of itself.  American Express recently reported that it has been scouring the internet looking for mentions of—and problems with—its services. According to the company’s VP of social media Leslie Berland, serving customers who post online is “more than service, it’s actually PR and marketing.”  

Using twitter to reach especially frustrated customers is a great way to see your customer service team in a positive light.  ABC News reported that cable provider Comcast has a team of 10 that reaches out to internet users positing negative impressions about customer services.  By reaching out to these people directly, Comcast is able to retain them as customers and show how much they care about customer service woes.  ABC News also reported similar results when tweeting about FedEx. 

One of the lessons to be learned here is that Message On Hold is part of your customer service and marketing strategies and if you want to know how your customers feel about it, listen to their Tweets.  If you are finding that customers are tweeting negatively, it might be time to re-evaluate your on hold messages and overall customer service strategy.


If you have a few minutes, feel free to check out the Holdcom Twitter feed – an enlightening approach to hearing from customers about being on hold and will give you insight listening to your customers.

Tags: Message On hold, Script Writing, twitter, social media