The contact center is the frontline where customer meets company. In a perfect world if you can capture 100% of contact center data in order to run some analysis on anything, you’ll find out quickly what customers are complaining about, what products are hits, and what internal processes are broken.
Or, if the on-hold music is crap and tarnishes your corporate brand. For example, Apple. Do you expect to hear distorted on-hold music when calling the birthplace of the iPod, MacBook Air, iPhone, and iPad? Of course not. Because consumers have come to expect near perfection and attention to details with the Cupertino company.
Somebody noticed Apple’s terrible on-hold music, sent an email to Tim Cook, and received an acknowledgement:
I once sent Tim an email about the quality of music while on hold with Apple. It was super low quality, therefore an upbeat rock song sounded like pure distortion and really aggravated me because I was on hold for 20+ minutes for something so simple (iPhone didn’t turn on, needed to set up a repair as in my country no Apple Store = have to send it to another country).
Much to my surprise a lady from Cupertino called me up the next day, saying she’d received a concerning email from Tim about ugly distortion hold music while on the phone, that Tim had tested this himself and agreed that something had to be done. She assured me that the hold music would be tested to make sure it sounded pleasant on all types of phones and connections.
The next time I called Apple, the hold music was indeed very pleasant.
The CEO personally tested the on-hold music and made sure it will be “pleasant” to everyone.
Next time when you have the opportunity to ask your CEO a question, it should simply be this: Do you know what our on-hold music sounds like? His or her answer will shed light into how tuned-in the executive is, and how s/he really feels about serving the customers.