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Leading north east recruitment agency uses audio brand to grow client base

Leading north east recruitment agency uses audio brand to grow client base

Baxter Personnel is aiming to develop its client base by giving the company a new voice.

The Darlington-based recruitment firm has invested in a new audio brand, which will fundamentally change the way it communicates with customers over the telephone.

Audio branding specialist PH Media Group were charged with creating unique music and voice productions to fit Baxter's brand image and these elements will be used to underpin a comprehensive on-hold marketing campaign.

Instead of hearing beeps, silence or poor-quality music, callers to the firm's Darlington office will be treated to a series of carefully-crafted audio messages, designed to enhance service awareness and boost business.

“On-hold marketing forms a key element of our strategy for continued growth, allowing us to explore innovative new avenues for communicating with our customers,” said Luke Hutchinson, Marketing Co-ordinator, Baxter Personnel.

“We handle a large number of calls from a range of clients, including blue-chip companies, SMEs and job seekers, so it is important we handle each call in the most efficient way possible.

“Now it is possible to quickly communicate the right message to each audience, providing them with the information about our full range of services necessary for making an informed decision.”

On-hold marketing comprises short, informative audio messages, which are played to callers whenever they are transferred or put on hold.

Baxter has identified its potential as a sales tool, using it to promote or cross-sell services, while also directing traffic to its company website

“Too often the telephone is underestimated as an essential customer touchpoint,” said Mark Williamson, PH Media Group Sales and Marketing Director.

“First-class call handling is a crucial part of strong customer service, ensuring retention figures for inbound sales leads stay consistently high.

“Baxter is a well-established brand in its industry and an investment in on-hold marketing should reinforce that reputation, while supporting the company's strategy for continued growth.”


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