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Frosty

In December of 1969 Arthur Rankin, Jr. and Jules Bass released a 25-minute animated classic that first aired on CBS.  Since that day Frosty the Snowman has captivated and engaged audiences each and every holiday season. Based on the 1950 song written by Jack Nelson and Steve Rollins, this was the first Rankin/Bass production to utilize traditional animation rather than the ‘stop-motion’ method which marked their earlier successful features like Rudolph the Red-Nosed Reindeer.

1969 also marked the birth of another Frosty. This one is a deliciously chocolate, frozen treat that is one of five original items on the menu that Dave Thomas created for Wendy’s restaurants.  He wanted a dessert that was so thick it had to be eaten with a spoon.  The original recipe was actually a vanilla/chocolate swirl that Dave mixed himself. Dave Thomas took two distinctly different flavors to create a treat that would perfectly complement his menu.

Ten years later a new technology was born that introduced callers to a new kind of ‘frosty,’ the automated voice attendant for telephone systems.  These robotic and sterile announcements replaced the warm and friendly greetings callers used to receive from the receptionist at the front desk. You remember; the person with the pleasant voice that matched both your customers as well as your image. At first, this type of system was impractical, in that it was very expensive to implement let alone maintain.  It was simply a better business decision to keep the warmth provided by the receptionist along with the margins to the bottom line.

Today, technological advances have made the auto-attendant a cost-effective necessity for businesses. This new-fangled ‘phone frosty’ is no longer an anomaly. Unfortunately, it has become the norm. Conversational and engaging professional receptionists have been replaced by sanitized, pre-recorded voice prompts which exude all the warmth and understanding as one of Frosty the Snowman’s eyes.

At Woodstock Media Group, we believe everything we do will help your business grow by harnessing the power of a captive audience. That includes our approach to auto-attendants. Like Rankin/Bass, we have broken with the traditional approach to voice prompts which were cold and robotic.  Our voice talent professionals specialize in creating greetings that are warm and welcoming. Plus, we feature a variety of voice artists so you can choose the person that matches both your customers as well as your image.

Voice prompts are just the first step.  We also focus on what your caller hears during the moments when their call is transferred or placed on hold. Like Dave Thomas, we have blended two distinctly different flavors, or approaches to the on-hold experience: music and advertising. We creatively blend these two powerful ingredients together by hand in a digital environment to create an experience that captivates and engages your audience while being the perfect complement to your external marketing efforts.

Frosty is a snowman or a chocolate dessert.  It should not be the type of greeting your caller receives when they reach out to contact you.

Tom McTee, Super-Genius
On-Hold Concepts, Inc.
Woodstock Media Group

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The Waiting Game

Like it or not, waiting is an integral part of the holiday season.  Since deals are better lines are longer.  Want the new iPhone?  Please wait over here.  80 inch, curved, flat screen HDTV?  Yep, the line is right over there.  What I’ve noticed during this time of year is the longer the line the shorter the temper; of both the person serving and those waiting to be served.  Here’s another holiday axiom I’ve picked up over the years – make a pumpkin spiced version.  It’s catnip for people.

Waiting is something we dread, a necessary evil we have to endure, and with some deep breathing exercises, have learned to cope with – especially this time of year.  I wanted to let you know that waiting can be a good thing even with the holiday shopping storm on the horizon.  Norman Vincent Peale said, ‘The cyclone derives its powers from a calm center. So does a person.’  With a storm of activity brewing about you on every side, it is to your benefit to approach it from a position of calm.

Don’t be surprised by the wait.  Plan for it.

As a successful business owner you have the unique opportunity to craft a positive waiting experience for your customers.  Think about Star Tours, the Star Wars themed ride at Disneyland.  At peak season, wait times can approach 2 hours for the virtual reality adventure ride which lasts 5 minutes.  Like many long lines, customers slowly trudge through the switch back trail managed by post and rope stanchions. What makes the wait different for this attraction is the surrounding experience. There are displays to see, characters to encounter, technology available to capture the imagination, and information designed to prepare customers ahead of time.  This all serves to enhance the overall experience.

Albert Einstein said, ‘In the middle of difficulty lies opportunity.’ If you think about the process, who in their right mind would wait in line for two hours in order to experience a 5 minute movie? Disney took the negative aspect of waiting and looked at it from a completely different perspective and saw an opportunity.  They effectively combined the wait time (the line) and event (the ride) into an overall positive customer experience.  You can too.

On-Hold Concepts from Woodstock Media Group will engage your customers waiting on hold, a critical piece of any customer service strategy – especially during the holidays.  Creative advertising messages will provide friendly characters for your callers to encounter who will prepare them with information about your products and services, providing a fresh perspective on your business that captures their imagination and keeps them calling back.

Enhance your caller’s overall on-hold experience.  Plan for it.

Put US on hold and ensure that your callers are pleasantly surprised by the wait; every time they call.  It’s our specialty – turning this potential difficulty into an opportunity to help your business grow.

Now, all we have to do is figure out pumpkin spiced on-hold advertising.  It’ll be a gold mine!

In fact, I can smell the pumpkin spice right now… can you?

Tom McTee, Super-Genius
On-Hold Concepts, Inc.
Woodstock Media Group

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Just Enough

These two words have been rattling around my thoughts for the past week or so. It all started when the Seattle Seahawks pummeled the Rams in Los Angeles.  Okay, maybe ‘pummeled’ isn’t exactly the right word.  The Hawks squeaked out a victory over a division foe that has had their number over the last few years.

All reports regarding the 16 – 10 victory were the same: The defense was dominant. The offense did just enough to win. I heard it over and over the week following the ‘decisive’ victory.  As an extra added bonus, I heard it the following week as well since the Seahawks were on a bye.  Heading into the season this team was considered one of the top 2 teams in the NFC.  But, now they are known as a team that can muster just enough to win.

Just enough.

You can’t build a successful business on ‘just enough.’  How can you hope to develop customer relationships and build the type of rapport necessary if all you do is ‘just enough’ to get the business.  There is a reason Jim Collins did not publish a best-selling book titled, ‘From Good to Just Enough.’  That sounds more like the history of Blockbuster Video than a blueprint for success.

Unfortunately, many businesses adopt the same philosophy when it comes to their callers who are placed on hold. Businesses do just enough so a caller knows that they haven’t been hung up on. Callers are treated to tones played in their ear or the default music provided by their VoIP telephone system. Now, I admit, it is ‘just enough’ to let callers know they are still on the line. But, is it enough, really?

Your callers are worth more than a ‘just enough’ effort after they have taken the time to call you.

Their call is important to you and their time is valuable. That is why it takes a championship effort on your behalf when planning your on-hold advertising campaign.  This ensures they receive a level of service that is more than enough and well above expectations.  I’m talking about the kind of experience that generates positive word-of-mouth and repeat business.

The Seahawks played the New York Giants this past Sunday and treated their devoted 12’s to another ‘just enough’ effort throughout the first half. Then something happened on the sidelines and behind the scenes at halftime that rekindled the type of effort which led to their Super Bowl Championship season.  The Hawks went on to actually pummel the Giants 24 – 7.

WMG specializes in professionally produced and creative on-hold advertising that will educate, entertain, and engage each caller placed on hold. We do the work on the sidelines and behind the scenes to help you develop the type of experience worthy of your biggest fans – your customers.

Contact us and we will put together a game plan for your on-hold advertising that will help you leave ‘just enough’ in the dust forever.

Plus, we give great locker room speeches.

Tom McTee, Super-Genius
Woodstock Media Group
On-Hold Concepts, Inc.

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We or Oui

The French have captured the romance and essence of customer service in a single word: ‘Oui.’ Many businesses have a single word that captures their customer service system as well.  No!  Not that word!  I’m talking about the word, ‘We.’ These two words, although similar in sound, carry vastly different philosophies.

Companies find themselves in one of two categories: We or Oui. It’s not a question of language.  It’s more a question of attitude – toward your customers.  Oui, of course, means yes in French.  We’ve all experienced companies with the ‘oui’ mentality where their default response is, ‘Yes!’ Unfortunately, those types of experiences are rare.  More often than not, you are greeted by a company with a rigid, bunker mentality who are quick to say, ‘No.’ Organizations like this give every indication that their primary concern is their internal system and processes. Their focus on ‘we’ overpowers their ability to say, ‘Oui.’

How can you tell which philosophy governs your business?

A recent article by Gene Marks published by The Hartford can shed some light, and all it takes is a quick glance around your lobby.  The article mentioned signs hanging in businesses like ‘Notice: Prices subject to change according to customer’s attitude,’ and ‘Sarcasm is just one more service we offer.’  Signs like that are good indicators your business is more about ‘we’ than you are about ‘oui.’  One particular sign left Marks shaking his head, ‘Suppose we refund your money, send you another one for free, close the store and have the manager shot.  Would THAT be satisfactory?’  Rarely is a business so blatantly ‘we’ focused.

Another barometer to determine your philosophy as a business is by listening to your advertising. Just count how many times you use the word, ‘we’ especially when a customer calls and is placed on hold.

‘We’ve been in business for 75 years.’  ‘We have the best staff with a combined 92 years of experience.’  ‘We have more stores with the largest inventory on the planet.’ If your advertising is focused more on pedigree, history, and product it’s a good indicator of your primary focus and it’s probably not ‘oui.’

Let me give you one more example: Zappos vs. a local cable company.  How do you know which is ‘oui’ and which is ‘we?’ Call in and cancel your order with them.  One business will make you want to be a customer for life.  The other will suck the life-blood from your veins, driving you to do everything in your power to find another cable and internet provider.  Oh, no. have I tipped my hand?

Actually they have. And so have you. Take a moment and examine your primary focus as a business – and be honest. Are you more inclined to say ‘we’ or ‘oui’ to a caller?  If you are ‘we’ focused, make the necessary change to put your customer first – every time.  If you are ‘oui’ focused, does your on-hold advertising match your philosophy? If not, change your program to promote what you do best – focusing on the needs of your customers first and foremost.  Not sure how to proceed?  Contact WMG.

We specialize in ‘oui.’

Tom McTee, Super-Genius
Woodstock Media Group
On-Hold Concepts, Inc.

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Greatness

Tom Brady is the greatest NFL Quarterback of all time.  That’s what the guy sitting at the end of the bar said prior to the first game of the 2017 regular season.   By the end of the game, he was saying, ‘Wow, that Alex Smith is a great quarterback!’   Beer goggles.  It affects assessments of football players, too.

We have such a warped sense of greatness.  Hit a three-pointer at the buzzer – greatness.  Hobble into the batter’s box and hit a home run on one leg in the World Series – greatness.  Engineer the largest come from behind victory in Super Bowl history – greatness.  One of the most famous quotes surrounding the concept of greatness comes from William Shakespeare’s Twelfth Night, ‘Some are born great. Some achieve greatness, and some have greatness thrust upon them.’  It makes it seem like the ability to become great is either hereditary or circumstantial.

How should greatness be defined?

Jim Collins, author of the best-selling book Good to Great says, ‘Greatness is not a function of circumstance.  Greatness, it turns out, is largely a matter of conscious choice.’  Does that mean I can plan to have a great company?  Yes.  But that destination lies at the end of the road where vision and discipline intersect. Collins makes the observation that in business you can buy your way to growth, but you can’t buy your way to greatness.

A key component in Collin’s philosophy is the Stockdale paradox which is grounded in an absolute faith that you can and will prevail in the end regardless of the difficulties, and at the same time confront the most brutal facts of your current reality. You will have difficulties.  You will have challenges.  But those are not necessarily impediments to greatness.

Your current predicament can’t just be the competition driving down the market with their lowball tactics. What are the brutal facts about your organization that need to be addressed to set you free to pursue the path toward greatness?  Could it be as simple as how you treat customers when they contact you?  Are they greeted with silence, repetitive and poorly voiced messages or bad music, tones or other annoying sounds when you place them on hold?

At WMG we believe everything we do will help your business grow by harnessing the power of your captive audience.  Our professionally produced, creative on hold advertising programs will engage and educate your callers, reinforce your image, and help move you along the path from good to great.

One more thing.  I have an associate who includes a quote as part of his signature line that brings the concept of greatness into perspective; not only in the professional arena but also on a personal level.  May it inspire you and your business as it inspires me each time I ponder these words:

‘Everyone has the power for greatness. Not for fame, but for greatness.
Because greatness is determined by service.’

                                    – Dr. Martin Luther King, Jr.

Tom McTee, Super-Genius
Woodstock Media Group
On-Hold Concepts, Inc.

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Word Power

Make no mistake about it. Words are powerful. They have been used to motivate, inspire, and invigorate. Think about these leaders: Lincoln, King, Reagan, Winfrey, and Kennedy. Their words painted an audio portrait of a world where slavery could be abolished, character is more important than color, walls get torn down, women lead the way, and a nation can reach for the stars.

The words used by these trail-blazing leaders derived their power from the actions behind them. The vision their words invoked were brought to fruition through commitment, determination, and often times, sacrifice. Words without corresponding action never quite reach their full power potential. Those words are still influential, but their power is more destructive in nature; eroding one of the most foundational of all natural resources: Trust.

Appreciation. Value. Service. These are just a few of the words businesses use in marketing campaigns to express their gratitude for their customers. Your time is valuable, your business is appreciated, and it is a pleasure serving you. That’s what their words say.

Do the actions match?

It’s not hard to tell a caller placed on hold that you appreciate them and that you understand the value of their time. However, leave them on hold for extended periods, subject them to the same ‘appreciation’ message repeated every twenty seconds that promises you will be ‘right with them,’ then leave them on hold indefinitely means that your actions are in direct contradiction to your words. This hypocritical approach not only gives on hold advertising a bad rap, it robs you of the positive power your words have with the one marketing tool you already own.

John F. Kennedy said, ‘As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them.’ As a business owner, the best way to let your customers know how much you appreciate them is how you treat them; not what you tell them.

Default music from your VoIP phone system? Don’t think so. Cookie-cutter messages with royalty-free music? Not for your customers. Let your competitors follow the herd in that type of approach to on-hold advertising. Besides, following the pack has never been your mentality anyway.

‘Do not go where the path may lead, go instead where there is no path and leave a trail.’
– Emerson

Make sure your actions match the words you use with each caller. Treat them to a professionally produced, creative on-hold advertising program from Woodstock Media Group. Then, program your phone system to make it easy for them to more quickly reach a real, live person. And, if a caller has to leave you a message, make sure you return that call immediately – every time. Those are the actions that put power behind the words appreciation, value, and service.

These actions may not seem like much to the casual observer. They may not spark a movement, launch a media empire, or tear down a wall. But for your business, they will build something invaluable with every one of your callers: Trust.

Tom McTee, Super-Genius
Woodstock Media Group
On-Hold Concepts, Inc.

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The All-Star Game

It’s All-Star week, a much needed break in professional baseball.  The All-Star Game is a chance for fans to see all of their favorite players in one place. These are the best players at their position, and being named to the All-Star team is a tremendous honor.  It means that they are the one player who can be depended upon to deliver in the clutch – every time.

What a fantastic opportunity. Getting to see all-star players like second baseman Ildemaro Vargas, catcher Victor Caratini, and pitcher Jean Machi.

What do you mean you’ve never heard of them?  Each of them has been named to the All-Star Team this year… for the 2017 AAA All-Star Game at Cheney Stadium in Tacoma, Washington.

That’s right. Minor League Baseball has an All-Star Game with everything you’ve come to expect from the mid-summer classic. Media day?  Check.  Home Run Derby? Oh, yes. The best players in the league battling it out in the All-Star Game? Of course.

Just because these players don’t register with top of mind awareness for you does not diminish their productivity. These all-stars are getting it done. Heading into the break, Vargas is hitting .305 with a .795 OPS, Caratini has a .957 fielding percentage, and Machi has a 1.17 ERA.

When it comes to advertising, many businesses get caught up in focusing on ‘major league’ marketing venues like TV, radio, and print. Those are all excellent vehicles for getting the word out about your business.  However, it is the ‘minor league’ marketing vehicles like on hold advertising where you lay the foundation of sustainable success for your business.

On-Hold Concepts from WMG leads the league in batting average by reinforcing your image with professionally produced and creative on hold advertising programs. It is said in baseball that no one bats 1.000, but on hold advertising does.  It reinforces your image with every caller, every time.  This ‘Cal Ripken’ of your marketing team never has an off-day or needs a day off. On hold advertising is the iron man that continues to produce, day in and day out, at an all-star level for you and for your customers.

In baseball, teams who try to win by focusing only on filling their roster with the biggest names in the major leagues end up with nothing but an astronomical payroll and a mortgaged future.  The Yankees have proven the futility of that approach this decade.  Developing a solid minor league system is the key to sustainable success in baseball and in business.

Enjoy the All-Star Break.  Then take a serious look at your minor league system.  If you are serious about building for the future, there is only one name you need to remember: Theo Epstein.

But, if you want to treat your callers to all-star service every time they call, contact On-Hold Concepts and put US on hold.

Tom McTee, Super-Genius
Woodstock Media Group
On-Hold Concepts, Inc.

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The Finish is Golden

The Golden State Warriors are NBA Champions once again. They proved the pundits right. But, it was far from a foregone conclusion at the start of the final game of the series. It was close. Dangerously close, up until the end of the fourth quarter.

In the 2016 version of the NBA Finals, the Warriors looked unstoppable. No other NBA franchise ever won more regular season games. Golden State was the easy favorite throughout the playoffs and found themselves up 3 – 1 in the championship series against Cleveland. No team in NBA history had ever lost the finals with such a commanding lead. But that is exactly what happened. The Cavaliers came back and took it all, winning the title in seven games.

The Warriors were a great team. But, they lost the series simply because they couldn’t finish.

Such a monumental collapse could have a lasting effect on an organization, possibly even sending this Top-Gun into a flat-spin that is unrecoverable. But that was not the case. They did what all great organizations do when things aren’t working. They evaluated what happened, formulated a plan, and made the appropriate changes.

Golden State got to work immediately. Within two weeks of losing game 7 to the Cavaliers, the Warriors started making changes. They restructured their already talented line-up to bring in the premier free agent on the market – Kevin Durant. Golden State changed their roster, the roles of their players, and the focus of the organization moving forward was clear: Finish. Strong. It took the Warriors a mere 15 days to institute the change that would bring them the championship one year later.

How long would it take you to make a change after learning that the quality of your on-hold program is costing you business?

Unfortunately, many businesses fail to follow in the footsteps of the Warriors and make a course-correction. For some reason they choose not to institute the changes necessary to facilitate a different outcome. They continue their course, hoping for a different result – the textbook definition of insanity.

It is puzzling that businesses are unwilling to change, even when faced with the reality that their on hold program is generating a negative response. Tones that blare into the ear of your caller every 8 seconds are frustrating. So is the default music from your VoIP phone system provider that starts from the beginning every time. This type of ‘business as usual’ approach to on hold programming is as tired and worn-out as the Cavaliers were in the closing minutes of Game 5.

Essentially, your on-hold advertising is the final moments of a championship game; and what you do determines whether or not you win by securing a satisfied customer, or lose to the competition once again.

On-Hold Concepts from WMG is a professional and creative approach to on-hold advertising designed specifically for a single purpose: To help you finish strong with each person who calls you. We believe everything we do will help your business grow by harnessing the power of a captive audience. If you need a change, the answer is simple. Put US on hold.

The Warriors have learned how to finish.

Now it’s your turn.

Tom McTee, Super-Genius
Woodstock Media Group
On-Hold Concepts, Inc.

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Stay to the End

Okay, this has been bothering me for a while now. The basketball universe is broken. The powerhouse franchises of the NBA are in Cleveland and Oakland? Los Angeles is a basketball wasteland, and Boston was just happy to be in the same building with LeBron James during the Eastern Conference Finals. Do you really expect me to believe the Chicago Cubs are the reigning World Series Champions?

Something is definitely wrong.

This disturbance in the force is even more unsettling when you look up and the Warriors and Cavaliers are battling in the NBA Finals. Again. For the third year in a row. Major League Baseball at least has catchy names for their classic championship clashes: The Bay Bridge Series or the Subway Series come to mind. But, Warriors vs. Cav’s will go down in history as the Groundhog’s Day Series. You tune in for some NBA action and all that comes to mind is, ‘Haven’t I seen this one before?’

Advertising campaigns can be like that. You feel like you are sending the same message out to your audience over and over and over again. You begin to fear that the primary response to your marketing materials is not increased awareness or brand reinforcement – but, boredom. Or even worse, indifference.

The Warriors breezed through Game 1 and Game 2 of the NBA Finals. Their average margin of victory was 20 points. The games weren’t even competitive. Pundits are not giving the Cavaliers much of a chance in this series. After watching this level of ‘competition,’ you’re probably thinking, this has got to impact TV ratings and ultimately league revenue. Right?

You are absolutely right.

Ratings were up 8 percent over Game 2 from last year. That’s right – they went up! Increased ratings means increased audience share which leads to greater exposure for advertisers which creates the potential for increased revenue – for the network and the advertiser.

Stay the course with your advertising. Your perception that the audience is tiring of your message is not reflecting reality. Remember, you hear your messaging all day every day as you seek to build your business. However, your audience is sifting through a myriad of messages from a multitude of sources which inundates their lives daily. The consistency of your messaging throughout the advertising cycle, from your introductory ads all the way through your on-hold program will reinforce your image in the mind of your audience members.

Two years ago Golden State beat the Cavs in six games to be crowned NBA Champs. Last year, the Warriors won the first two games of the series and everyone thought it was over. Cleveland came back and won the series in seven games. That’s why you stay to the end. You never know what will happen – and that intrigue keeps you engaged to experience what happens next.

At Woodstock Media Group we specialize in on-hold programs that make you want to stay to the end. Our programs are creative and designed to help you engage your captive audience. Listen to this one.

You don’t have to settle for boring. In basketball or in on-hold advertising.

Well, maybe in basketball. Definitely in soccer.

Tom McTee, Super-Genius
Woodstock Media Group
On-Hold Concepts, Inc.

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Rule Changes

Blame 1984. No, I’m not talking about the novel by George Orwell. It’s the year the NFL instituted the Excessive Celebration Rule. This rule is one of the primary reasons the NFL has been given the moniker as the No Fun League. That’s because at the end of a big play, a player would celebrate – then receive a penalty. It is one of the weirdest rules in all of sports (not counting all the crazy unwritten rules in baseball). Do something well, celebrate the accomplishment, then get penalized. It’s just not right.

Thankfully, at the NFL Spring Meeting in Chicago this week, the decision was made to relax the rules on celebrations. Commissioner Roger Goodell stated in a letter to fans that this change was brought about to, ‘allow players more room to have fun after they make big plays.’ All I can say is it’s about time. Goodell went on to say that in the interest of sportsmanship, offensive demonstrations will still be penalized. So, to sum up: Celebrations, Good. Offensive Demonstrations, Bad. It only took 33 years for them to figure it out.

You may be thinking how silly the NFL looks in all of this, but you need to know that many businesses are making a similar mistake when it comes to their on-hold advertising.

Let’s break this down. You do something well. You have a great product, fantastic service and your external marketing campaign reflects that. Members of your target audience react to the success of your business and your marketing efforts. They are so excited they want to experience it personally! They celebrate by taking the time to call your business to learn more. That’s when the penalty flag is thrown.

Their call is treated to a dizzying array of voice prompts that make it almost impossible to reach a real, live person. Then, when they miraculously come up with correct combination of digits followed by a pound sign, they are placed on hold and hear music recorded by a teenager back in 1989 or tones that beep in their ear every 10 seconds. Or worse, they are greeted with silence.

You’ve been on hold. You know what it feels like to be penalized this way.

Make a decision to reward your callers for contacting you by treating them to a professionally produced and creative on-hold advertising program from Woodstock Media Group. We specialize in creating an audio portrait of your business that matches your overall marketing campaign. Reinforce your image on hold and help your callers celebrate their decision to reach out and contact you.

You can learn something from the NFL. Institute a rule change at your business to make this right and allow your customers to enjoy proper celebrations every time they call.

Just don’t wait 33 years.

Tom McTee, Super-Genius
Woodstock Media Group
On-Hold Concepts, Inc.

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