Music On Hold Player As Advertising Tool
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 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 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. 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 showed that callers with music for hold stayed on the line for around five minutes longer. You should therefore, attempt 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 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 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 system. You will get greater 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 showed that 35% of those who drop the line never call back. MOH ensures that you get customer loyalty. The individuals who hung up do so because of boredom or frustration and intermittent 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 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 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 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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