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How Does Telephone On Hold Music Promote Your Company?
Music on hold, widely abbreviated as MOH, is a business practice whereby music is played on a music on hold player while the caller waits to be served. Common sources of telephone on hold music include stock MOH CDs (with or without periodic voice-overs like '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 great deal from music for hold.
According to recent AT&T research, as much as 70% of calls are placed on hold for more than 30 seconds. Instances where the callers were on 'silent hold' resulted in call cancellation rates of about 75%. 80% of these callers hang-up within 1 minute. The same study showed that callers with music for hold stayed on the line for around 5 minutes more. You should thereby, strive to keep customers/clients on the line for as long as you can and this is achievable through a music on hold player.
The same AT&T research showed that 30% of callers purchased additional products/services depending on what they heard during on hold and 25% of callers made purchases based on sales suggestions while on hold. A recent CNN study showed that 90% of callers preferred on hold messages over silence. You should therefore, take advantage of this opportunity to convert the music on hold into an advertising tool. You will get better ROI (return on investment) using MOH.
Your business benefits from telephone on hold music as most of these callers never called back. The CNN survey showed that 35% of those who drop the line never call back. MOH ensures that you get customer loyalty. The people who hung up do so due to boredom or disappointment and periodic voice-overs like 'your call is important to us' and 'someone will be with you shortly' keeps them on the line.
MOH is advantageous in that it complements other advertising methods such as branding. The voice-overs will be professionally written and recorded, and involve 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 customers to take action since a call to action makes a great difference in a sale. You could talk about the strengths of the business and your specialty. A music on hold player handles different sources of music, indicating you will not have unwanted mess. A music on hold player can be handled by just one person.
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