Music On Hold Player As Advertising Tool
Music on hold, widely abbreviated as MOH, is a business technique in which music is played on a music on hold player at the time the caller waits to be served. Ordinary sources of telephone on hold music are the stock MOH CDs (with or without periodic voice-overs like 'please stay on the line'), custom-designed MOH (with or without intermittent voice-overs), radio, off-the-shelf commercial CDs, and even online on hold. Your business will benefit a lot from music for hold.
Based on recent AT&T research, up to 70% of calls are put on hold for over 30 seconds. Instances where the callers were on 'silent hold' resulted in call abandonment rates of approximately 75%. 80% of these callers hang-up within 1 minute. The same research revealed that callers with music for hold remained on the line for up to 5 minutes more. You should therefore, try to keep customers/clients on the line for as long as you can and this is feasible with a music on hold player.
The same AT&T study revealed that 30% of callers bought additional products/services depending on what they heard while on hold and 25% of callers made purchases influenced by sales suggestions while on hold. A recent CNN study showed that 90% of callers liked on hold messages over silence. You should thus, utilize this opportunity to turn the music on hold into an advertising tool. You will get better ROI (return on investment) with MOH.
Your business takes advantages from telephone on hold music as most of these callers never called back. The CNN survey revealed that 35% of those who cancel the line never recall. MOH guarantees that you get customer loyalty. The people who hung up do so due to boredom or frustration and intermittent voice-overs like 'your call is important to us' and 'someone will be with you shortly' holds them on the line.
MOH is beneficial in that it complements other advertising techniques like branding. The voice-overs will be professionally written and recorded, and involve promotion of your company, the products/services it sells, and your website and its specification in the telephone on hold music. You could also encourage your customers to take action because 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 different sources of music, indicating you will not have unwanted clutter. A music on hold player can be handled by only one person.
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