On Hold Messaging For Large Multi-location Companies
On Hold Messaging For Large Multi-location Companies
Companies with multiple locations face an interesting problem when implementing a largescale on hold marketing promotion: how does one costeffectively deliver and verify controlled marketing content to isolated systems at numerous remote locations? The question becomes particularly relevant when you consider the potential value of the on hold airtime of large multilocation companies. The qualified reach of the on hold airtime of a nationwide company can be comparable to that of a nationally syndicated radio program but at a fraction of the cost. However the medium is largely underutilized by these companies due to inherent difficulties in managing large numbers of remote players. While a variety of systems have been developed attempting to address the issue the technology available for on hold messaging systems has not historically lent itself to efficient content delivery to branches chains and affiliates on a largescale basis.
CD cassette and other removablemedia based systems are troublesome and time consuming to operate. Besides the tendency of mechanical devices to wear out over time even solidstate devices are problematic. Any changes in message or music content require the creation and distribution of updates. Once distributed employees at some locations may not install the update may lose the removable media may install outofdate content or may substitute their favorite unlicensed music which may expose the company to copyright infringement liability and may be offensive to your customers.
Remote upload systems that receive content updates through phone lines offer some advantages over removable mediabased systems. However remote upload systems are still complicated and inefficient. Music and message updates take place in realtime easily more than 10 minutes per location occupy a phone or fax line during the upload and have reduced sound quality due to use of an analog phone line for audio upload.
These deficiencies have led most multilocation companies to leave the selection of an on hold messaging service provider to the discretion of the individual locations. This handsoff approach allieves the burdens associated with centrally managing a large number of players but leads to inconsistent message content across the organization and a loss of oversight and control. The net result is the gross underutilization of an important company asset and potential exposure to liability for any copyright infringement or compliance issues on any of the disparate systems playing throughout the organization.
The answer is a system that can draw on the power of the Internet. Internet based systems allow centralized control of program content and the deployment of custom messages to any number of remote locations anywhere in the world with Internet access. Additionally because of the flexibility of webbased management players can easily be grouped and sub grouped to match virtually any organizational structure such as geographic regions or business divisions. Moreover playlists can be automatically generated and loaded onto netbased players according to schedules.
Such systems are available today and are an invaluable tool for multilocation companies. On hold airtime is a valuable asset of any company but the qualified reach of large multilocation companies makes their cumulative airtime particularly important. Internet based on hold messaging is essential for any company with multiple locations to allow for the integration of on hold messaging into the companys overall marketing mix.
About the writer: Larry Pfeil is the Vice President of A Cooler Audio Technology Inc. developers of the patented NetSmart On Hold Internetbased on hold messaging systems. ACAT Specializes in on hold messaging systems and services for large multilocation accounts. You can find out more on our websites at www.customercareonhold.com and www.acat1.com.
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