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At the end of the day, customers are people, and they want to buy from other human beings. This fact sometimes gets lost on marketers and can often result in an ineffective strategy. This is more common with businesses that sell to other companies (B2B sellers), but those selling to consumers (B2C) are equally as guilty. The mistake is that organizations treat customers like a tool - a source of information and income - without any human qualities. This, of course, isn't intentional. Companies aren't trying to dehumanize their customers, but often their...

Despite a myriad of new communication options, nothing quite beats the value of a live conversation. Sure, consumers can email, text, tweet or use any number of social applications to contact the companies they do business with, but having that human interaction is what sets that experience apart from any other method. When a customer and a company representative can speak with one another, the customer receives a number of benefits they normally wouldn't by using digital technology. For example, if an email leads to a follow-up question, there is no guarantee...

As a recent study conducted by the On Hold Messaging Association (OHMA) discovered, companies implementing an on hold marketing strategy have come to enjoy a tremendous number of benefits. The survey also found out why certain companies have decided to invest in an on hold solution. There was a theme among the number of reasons given by those satisfied with their on hold strategies as to why they implemented a service. Primarily, companies wanted to better brand themselves and increase the effectiveness of their customer engagement strategies. While 74 percent listed building image and...

As this blog has mentioned in the past, on hold marketing messages are a golden opportunity for businesses to set themselves apart from the competition. Once a potential customer is on the phone, it's up to the company to keep them from hanging up and calling a competitor. There are many strategies that can help accomplish this, but there are several that businesses should not consider, including "trash talk." You've probably seen commercials from brands that attack the other other guy. You see it in political ads all the time and there have...