Music On Hold Player As Advertising Technique
Music on hold, popularly abbreviated as MOH, is a business practice whereby music is played on a music on hold player at the time the caller waits to be served. Typical sources of telephone on hold music are the stock MOH CDs (with or without intermittent voice-overs such as 'please stay on the line'), custom-designed MOH (with or without intermittent voice-overs), radio, off-the-shelf commercial CDs, and online on hold. Your business will benefit a great deal from music for hold.
According to recent AT&T research, up to 70% of calls are put on hold for over 30 seconds. Cases where the callers were on 'silent hold' led to call abandonment rates of around 75%. 80% of these callers hang up within 1 minute. The same study revealed that callers with music for hold continued on the line for as much as five minutes longer. You should therefore, attempt to keep customers/clients on the line for as long as possible and this is achievable through a music on hold player.
The same AT&T study demonstrated that 30% of callers bought other products/services based on what they heard while on hold and 25% of callers made purchases depending on sales suggestions while on hold. A recent CNN survey showed that 90% of callers preferred on hold messages over silence. You should thus, utilize this opportunity to turn the music on hold into an advertising system. You will get greater ROI (return on investment) with MOH.
Your business takes advantages from telephone on hold music because most of these callers never called back. The CNN survey showed that 35% of those who cancel the line never recall. MOH guarantees that you get customer loyalty. The individuals who hung up do so because of boredom or frustration and intermittent voice-overs such as 'your call is important to us' and 'someone will be with you shortly' keeps them on the line.
MOH is beneficial in that it complements other advertising techniques like branding. The voice-overs will be professionally composed and recorded, and incorporate promotion of your company, the products/services it sells, and your website and its specification in the telephone on hold music. You could also motivate your customers to take action since a call to action makes a huge difference in a sale. You could mention the strengths of the company and your specialty. A music on hold player handles various sources of music, meaning you will not have unwanted clutter. A music on hold player can be handled by only one person.
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