How Does Telephone On Hold Music Promote Your Business?
Music on hold, widely abbreviated as MOH, is a business technique whereby music is played on a music on hold player while the caller waits to be served. Typical sources of telephone on hold music are the stock MOH CDs (with or without periodic voice-overs such as 'please stay on the line'), custom-made MOH (with or without periodic voice-overs), radio, off-the-shelf commercial CDs, and even online on hold. Your business will benefit a lot from music for hold.
According to recent AT&T research, as much as 70% of calls are put on hold for over 30 seconds. Instances where the callers were on 'silent hold' led to call cancellation rates of about 75%. 80% of these callers hang-up within one minute. The same study showed that callers with music for hold continued on the line for up to 5 minutes longer. You should thereby, strive to keep customers/clients on the line for as long as you can and this is feasible through a music on hold player.
The same AT&T research demonstrated that 30% of callers bought additional products/services based on what they heard during on hold and 25% of callers made purchases based on sales suggestions while on hold. A recent CNN study revealed that 90% of callers preferred on hold messages over silence. You should therefore, utilize this opportunity to turn the music on hold into an advertising tool. You will get greater ROI (return on investment) using MOH.
Your business benefits from telephone on hold music as most of these callers never called back. The CNN study showed that 35% of those who drop the line never recall. MOH guarantees that you get customer loyalty. The people who hung up do so because of boredom or disappointment and periodic voice-overs like 'your call is important to us' or 'someone will be with you shortly' keeps them on the line.
MOH is advantageous in that it complements other advertising techniques like branding. The voice-overs will be professionally written and recorded, and incorporate promotion of your business, the products/services it sells, and your website and its features in the telephone on hold music. You could also encourage your clients to take action since a call to action makes a great difference in a sale. You could mention the strengths of the company and your specialty. A music on hold player handles different sources of music, meaning you will not have unwanted mess. A music on hold player can be handled by just one person.
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